Once upon a time, universities stood for truth. Newspapers stood for trust. Then, Jain University in Kochi thought, ‘Let’s shake things up.’
And they did. They took a bold leap with their initiative, ‘The Summit of Future’. Shifting focus from the usual curriculum grind to a forward-thinking approach to education. While others stick to the textbook, Jain dared to dream of the future, and that’s a commendable move deserving applause. But their approach to publicity? A bit of a stumble. With sharper thinking and real creativity, this could’ve been an unforgettable launch. a masterstroke, not a misfire. The start of something truly extraordinary.
In an inspired moment of misadventure, they took out a front-page advertorial in leading Malayalam newspapers. And not just any advertorial, one that pretended to be news. It declared, with all the false authority of a WhatsApp uncle, that India was banning cash transactions from February. It even threw in some fabricated quotes from imaginary government officials.
This wasn’t creativity. This was a deception dressed up as marketing. In a world where fake news circulates faster than memes, it made people wonder if the university was operating in a parallel universe.
The advertorial was meant to promote The Summit of Future. Ironically, the only future they seem to have shaped is one where their name is now linked to an advertorial that raised more eyebrows than awareness.
Fame vs. reputation: know the difference
Jain University got people talking. But so does a man setting his pants on fire in a shopping mall. That doesn’t mean people want to shake his hand.
Brands are built on trust, not on noise. Awareness without credibility is just noise. And noise, no matter how loud, doesn’t stick.
Universities are supposed to stand for knowledge, intelligence, integrity, truth and enlightenment. If you’re trying to shape young minds, maybe don’t start by misleading them.
What’s next?
Stop with the stunts. Do something worth talking about. ‘The name, The Summit of Future’ itself had weight, promise, the kind of gravitas that could have set the stage for something truly visionary. Imagine a summit that didn’t need fake news to turn heads because real vision did the job. A gathering so audacious, so blisteringly brilliant, that the world didn’t just notice, it listened. Where Nobel laureates, industry mavericks, and young minds with no regard for the impossible didn’t just exchange ideas; they forged them into reality. A spectacle of intellect, innovation, and imagination so potent that it didn’t chase attention, it owned it. Now, that would have been a summit worth remembering.
And what about the newspapers?
Let’s talk about the newspapers that ran this farce. Earlier, a front-page story meant something. Now? It could be a paid stunt.
By selling their credibility for a quick buck, these newspapers have done something remarkable: They’ve made their readers question whether they can trust anything in print anymore.
That’s like a chef spitting in the soup and expecting customers to come back.
When the hype fizzles, so does the brand
Jain isn’t alone. Big brands have fallen for this before.
Remember Pepsi’s Kendall Jenner fiasco? They thought a can of soda could solve racial injustice. The backlash was so brutal they pulled the ad in under 24 hours.
Or Dove’s “magic whitening” ad? It showed a Black woman turning white after using their product. Not exactly what you’d call a win.
And who could forget The Indian Institute of Planning and Management’s (IIPM) fake Ivy League claims? They ran ads saying they were a world-class institution. Turns out, they weren’t. The result? They collapsed under the weight of their own lies.
Then there was the bridal brand from Kochi. They hyped up their Thrissur launch by teasing who would inaugurate their store. Kareena? Katrina or Aishwarya? But a competitor beat them to the punch with an ambush ad that said, “None of them are coming. All of them are shopping with us.” Result? Their big launch deflated like a balloon. Sometimes, less hype and more substance wins the day.
Here’s the thing
These brands didn’t just miss the mark. They made the fatal mistake of thinking that exaggeration and anxiety-building were the keys to success. Guess what? They paid for it.
So, when you think you can create buzz with fake news, exaggerated claims, or cheap stunts, just remember: You might get noticed, but you won’t get respected. Attention without authenticity is just noise. And we’ve got plenty of that already.
Sometimes all you need is a sharp nail, not a big hammer.
Final thought: Want to be noticed? Be better, not louder.
(The author is a leading brand consultant and Managing Director of Buzzstop Integrated Communications Pvt. Ltd. The opinions expressed are author’s own)