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Does scandal damage or strengthen Brand Goafest?

By afaqs! news bureau , afaqs!, Mumbai | In Advertising
Published : April 12, 2013
You tell us...

First, the Ford Figo controversy. Then, jury members boycotting the process just days before the event. Then, creative and marketing honchos losing their jobs.

And alas, Leo Burnett, the agency with both, the highest number of awards and Golds, withdrawing two of its winning entries for Tata Salt Lite, bringing its overall tally down from 71 to 67.

Now, entries of DDB Mudra and BBDO Proximity have also been withdrawn.

Industry biggies predict there will be more such withdrawal requests, while the award authorities seem to have had enough.

One point of view is that scandal is damaging the Goafest brand. The exact opposite argument goes that the festival has always been associated with scandal - and that controversy actually strengthens the brand!

We at afaqs! have nothing more to say, that's why there is no article here.

We'd like to know what you think.

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