A promising fraud
As India tail-spins from its pseudo-socialist past to post-modern capitalism, it is nostalgic to see that many still believe a Promise to be a Promise. To be more precise, a "Corporate Promise" to be a "Corporate Promise", especially when advertised in a Big Mall. It is like the word of gods. So when Moolah.com promised free cash up to Rs.2000 ($45USD) to those who visit its Vashi store at the City Center mall in Bombay, droves of slum-dwellers, farmers, and generally the poor gathered outside the mall to collect their free prize. This came as a surprise to the amnesic event organizers who had forgotten the real but invisible India. They didn't expect such kind of a crowd and that too in such numbers. Fifteen thousand people gathered outside the mall. It was time to break the promise.
The event organizers simply refused to pay the money and announced the scheme closed. Understandably, that didn't go too well with the "shoppers" and they started pelting stones at the shopping mall. Soon a full scale riot ensued and the police stepped in to control the demanding consumers.
Now, this isn't the first time that a company has negated on its promise. There are hordes of corporate fraud stories which we don't like to talk about lest it dampen our euphoria and jolt us awake. Yet I can't help but wonder what happens to all the programs purported by companies for the so called "public good"?
I'm not talking about the clear black and white culprits like Enron, Pfizer etc. who've been found guilty of crimes in a court of law. I'm talking about a much simpler, yet, in my opinion, more sinister kind of fraud where you are deliberately led to believe that a company "cares for you", is "socially responsible", is a "concerned citizen", is "environmentally proactive" etc. The reason I say this is more sinister, is because the consequential costs of such PR exercises are borne by the public at large and the "corporate citizen" actually gets wealthier in the process. Economic warriors armed with MBA degrees call this 'strategy' and 'plan-of-action' and marketing gurus teach this in premium business institutes as normal business practice. Of course, they also teach "Corporate Responsibility" but isn't there ample proof that this is just lip service to another PR exercise? To spin as fact that being concerned is important to a profit-oriented, share-holder only accountable company. Rhetorically, of course it is possible to have corporate responsibility, but the aggregate business milieu is dangerously irresponsible and no one can hold them accountable.
Here's another example of such a gimmick going on TV as I write this. Idea (Cellular Phone Company) pitches their cellular phone service as an alternative method of schooling India's rural kids. While it is clearly aimed at making the consumer believe that Idea cares for rural education, any serious educationist can tell you how nonsensical this farce is. It has one function only. To clearly associate feelings of moral responsibility, vision and the general goodness of Idea, the telecom provider, in the consumer's psyche. After the campaign ends, Idea's contribution or commitment to rural education will never be questioned. If rural kids, demanding education actually show up at Idea's offices, they will not even be allowed entry.
If a human being acts in this manner, we'd consider him/her a fraud. If a corporation does it, its considered marketing genius. And so the circus continues...
peace.
Highly recommended Viewing: The Corporation - A film by Mark Achbar and Jennifer Abbott
