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Burger Singh, an Indian brand of burgers (what's more, with a name like that) decided to fight another business day by exploiting the news of the airstrike conducted by the Indian Air Force early Tuesday morning. The chain has sent spam messages to all the unfortunate ones so that they are on their call lists with the following caption: "In light of the air strike on the Jaish terrorist camps, enjoy the benefits of the 39, a 20% discount on http://burgersinghonline.com Code of use: FPAKAGAIN #SorryNotSorry ".
If that were not enough, they tweeted the same thing, this time inspiring a scene from Pulp Fiction to their grotesque marketing puzzles; I'm sure you can guess which one. So, just to be crystal clear (unlike some blunt public relations teams), this company has exploited a still tense military situation to sell hamburgers (we know that Tuesday is a business day in northern India, but sheesh), then compared the Indian Air Force to a psychotic hitman, although scholarly, with a worrisome habit of quoting the Bible before murdering people. But hey, they used #SorryNotSorry, so I guess it's okay.
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In light of the current aerial strike of the IAF on Pakistani terror camps, we are offering a 20% discount on all orders at https://t.co/3MTmDd9E1w. Reduction Code: FPAKAGAIN #Sorrynotsorry # Surgicalstrike2 # FPAK20 #IndianAirForce #IndiaStrikesBack #Balak [Dem90] .com / 1Y7CJxSPoL
– BurgerSingh (@BurgerSinghs ) February 26, 2019
But if you think that this singular lack of taste and sensitivity is unique only for a brand already guilty of selling inferior burgers at higher prices (hey, I call them as I see them, #sorrynotsorry), do not worry, dear reader, because there are other companies just as rude and unforgiving.
After people started reacting (mostly negatively) to the inaction of Burger Singh's opportunism and #sorrynotsorry began to follow the trend on desi Twitter, social network managers other companies, apparently estimating that there was no bad publicity, then took the branding train to launch their own products.
CakeZone, a "fresh cake delivery platform online the same day in Bangalore, Hyderabad and Pune", tweeted a "20% discount" offer with the same hashtag and managed to make the situation worse. Not content to exploit a tragic terrorist attack (Pulwama, 40 Indian soldiers killed), the celebrants of "that terrible moment" also had to drag Uri (19 soldiers killed). Literally; The code to benefit from their 20% discount is URI2PULWAMA.
Celebrate the exploits of our brave soldiers. Here is a coupon code to celebrate this great moment. Use URI2PULWAMA and get 20% off all cakes. #sorrynotsorry # Surgicalstrike2 #IndianAirForce #IndiaStrikesBack #Balakot #howsthejosh
– CakeZone (@CakeZone), Smaaash, a chain of international sports bars, also took advantage of insensitivity by offering a "1 + 1" market in its four NCR points of sale, if you used the INDIANAIRFORCE code, because what are the armed forces of a country? get a pint of free beer, admirite?
Wow! How can your marketing team be insensitive? Stop using this strike as an excuse to get more money. Will you join the armed forces to fight? Enough of stupidity. #Joshmyfoot #ShameOnYou @SmaaashLive @SmaaashUSA pic.twitter.com/WEX2ohCXTa
– Vatsala Mehra (@ Vatsala1Mehra) However, it was not that food companies, if that improves things. Or worse. A local online gift store offers a 12% discount if you use the SURGICAL2.0 code. Why 12%? Because it's been 12 days since the attack, the IAF has used 12 jet fighters and I guess they're 8% too cheap to give 20% off.
12 days – 12 planes – -12%
Revenge is a dish that is best served cold. https://t.co/rvnozxFvWs Use the code: SURGICAL2.0 #IndiaStrikesBack # 12gloomydays #SorryNotSorry # NoteStudke2 #indianairforce …. co / eAYEytDdMC– Geekmonkey (@geekmonkeydotin) Feb 26, 2019
We get it. It's nothing personal, it's just business, as you might say. The problem is that is personal and personally, I think that kind of cheap advertising is nauseating. #SorryNotSorry
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