I was surprised to read that Burger King’s Spanish advertising company used Goddess Lakshmi’s image for selling Burger King’s meat sandwiches to the Indian audience in Spain. I don’t consider this incident to be offensive but unwise. It is a true example of not going deep into the cultural values and religious beliefs when developing a marketing ad for a foreign target group. This ad was brought down when religious leaders criticized it.
The funnier aspect of this ad was its tagline. The ad featured the tagline: 'La merienda es sagrada,' meaning 'the snack is sacred'. This is not a fault of Burger King but its advertising company that failed to do proper legwork. Rajen Zyed, a Hindu religious leader said “It was highly disturbing to see goddess Lakshmi modeling for a meat sandwich. Lakshmi was meant to be worshiped in temples or home shrines and not for pushing meat sandwiches in the streets for mercantile greed of a global corporation.”
The author of “Online Banking and Payment” said “Using Hindu God and Goddess’ images in ads are totally acceptable. If Burger King was advertising for a healthy and vegetarian food item this ad could have possibility worked well. Except for Goddess Kali and some other Indian God, people cannot associate Hindu God with non vegetarian food.” NYC criminal defense lawyer said “Having a diverse group in ad agencies working on foreign ads helps in understanding their beliefs and customs well. A proper marketing research is important before designing a campaign. It’s very hard to build a reputation and very easy to lose it.” The author of “Crime News” said “This is a good lesson for companies using religious idols and symbols to advertise their products overseas. Market survey and concept acceptability should be taken into account before the launch of such ads.”













