This is a case where the phrase “ignorance is bliss” cannot be applied :) I was surprised to read that Burger King’s Spanish advertising company used Goddess Lakshmi’s image for selling Burger King’s meat sandwiches in Spain. I don’t consider this incident offensive but unwise. It is a good example of a lack of cultural sensitivity and religious beliefs when developing an ad for a target group. This ad was brought down after 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.” NYC criminal defense lawyer said “Having a diverse group in ad agencies working on foreign ads helps in understanding diverse beliefs and customs. Proper market 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.”
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