How to not market your product
101
Hey there!
Today’s newsletter is a what-not-to-do guide for marketers (and mischief-makers).
We’re diving into a real story where a company thought it’d be fun to fake a kidnapping — yes, you read that right.
So, if you’ve ever thought, “This idea is crazy enough to work,” today’s story will help you double-check whether it’s just crazy... or criminal.
Let’s talk about where creativity crosses the line — and how not to sell your product
📌 So, what exactly happened?
On a regular Monday evening in Vashi, Navi Mumbai, commuters were startled by the sight of what looked like a lifeless human hand dangling out of the trunk of a moving car.
A concerned driver captured the eerie scene on video — and soon, the clip went viral across social media, sparking panic and speculation.
As the video gained traction, Navi Mumbai police and the crime branch sprang into action.
Using the vehicle’s number plate, authorities quickly traced the car to Ghatkopar, tracking it down within two hours. But what they discovered wasn’t a crime scene — it was content creation gone rogue.
Instead, this was the work of three young men who had staged the entire thing as a marketing stunt for a laptop shop located in Navi Mumbai’s Koparkhairne area.
According to their plan, the hand seen hanging from the trunk was supposed to create intrigue and fear. But that wasn’t the end of it.
The idea was to film a reel where, just as public attention peaked, the car would pull over, the boot would open, and out would jump the boy — very much alive — who would exclaim:
“Don’t worry, I’m alive! But hey, you won’t believe these laptop offers!”
It was meant to be a dramatic twist, converting suspense into a sales pitch. Instead, it led to police detentions, an investigation, and widespread criticism.
The police detained the three individuals involved and began questioning them about the stunt. While no formal charges have been announced yet, authorities are investigating the incident and have issued warnings about the dangers of such pranks.
📌 But is this the right way to market something?
At a time when every scroll is a fight for attention, going viral is the gold standard. But is it worth endangering public trust and safety?
Let’s break it down.
Fear isn’t a marketing strategy - The use of fear as a hook might grab attention, but invoking it in a real-life setting, especially with something as serious as a fake kidnapping, isn’t clever. It’s irresponsible.
Public roads aren’t film sets - This wasn’t done in a controlled environment. This was a busy street where panic could’ve caused real accidents. A pedestrian could’ve tried to intervene, another driver could’ve swerved — it wasn’t just a prank, it was a safety threat.
It was plainly unethical - The ethical problem here isn’t just legality — it’s intent. The stunt hijacked public space and emotions for personal gain. The "twist" — from horror to humor — trivializes real trauma and emergency services.
📌 Are these the ads of the future?
This prank is just one of many examples of how marketing is evolving — not always for the better. We live in a world where engagement metrics drive creativity, but that creativity can’t come at the cost of conscience.
The laptop reel creators were looking for laughs, shock, and shares. What they got was a police case and public backlash.
And yet, there's a bigger conversation here: Should we be okay with ads that deceive, frighten, or exploit emotions just to sell a product?
If everyone tries to go viral by simulating danger or drama, we erode the line between storytelling and manipulation.
So, that’s it for today. If you enjoyed this edition, subscribe to hear from us every day!
See ya 👋
