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He later clarified that the pay-to-work fee was added to the job requirement more as a screening tool.Then there was CARS24’s ‘Dowry Collection’ ad that raised some hackles but was aimed to challenge outdated traditions.Ishan Agarwal, brand director, CashKaro, says, shock-and-awe advertising is a high-wire act and demands a delicate balance between pushing boundaries and respecting them.

“The shock should be bold, not crude, and should subvert expectations to create a lasting impact.

Continuous monitoring and adaptation are crucial to ensure the campaign resonates positively and delivers on its objectives,” he adds.Creative consultant Vaishakh Jhunjhunwala says controversy is good but it should not look as if the brand is punching down a section of oppressed.

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