How far would you go for a cause? In a recent campaign created by Schbang for Cervix cancer awareness, Poonam Pandey faked her demise. The celebrity was then brought back to life in a video, where she talked about how many patients suffering from the disease lost their lives.
MSD, the Indian arm of the US-based Merck, severed ties with Schbang following its involvement in this controversial marketing campaign.MSD terminated its contract with Schbang due to a perceived conflict of interest, emphasizing that the company had no association with the aforementioned campaign.
MSD, a client of Schbang, sells Gardasil, a vaccine designed to prevent cervical cancer. The campaign, conceptualized by Schbang for the media outlet Hauterfly, attracted significant attention for its portrayal of Pandey faking her death from the disease.
In response to inquiries, MSD expressed strong disapproval of the campaign, stating, "MSD would like to categorically state that the recent public relations activity on cervical cancer carried out by Poonam Pandey and digital marketing agency Schbang was neither initiated with MSD’s endorsements nor made with the knowledge of MSD."
Describing the campaign as "grossly irresponsible and distasteful," MSD emphasized that it contradicted the company's values of ethics and integrity. Consequently, immediate actions were taken to terminate the service contract with Schbang.
Regarding disease awareness, MSD stressed the importance of delivering scientifically and medically accurate messages appropriately. As such, they underscored the necessity for responsible marketing practices in disseminating information about HPV-related cancers and diseases.
