Indian advertising is known for pushing creative boundaries, but sometimes, brands cross the fine line between bold and bizarre. Some ads were meant to be harmless, some aimed to be thought-provoking, and others simply misfired—yet, all of them ended up grabbing national attention.
Here are 10 Indian advertisements that were so controversial, they became unforgettable.
1. Zomato’s ‘MC BC’ Billboard – A Risky Wordplay
Zomato rolled out billboards featuring the abbreviations MC BC—phrases that every Hindi speaker instantly recognizes as expletives. Their intended meaning? Mac n’ Cheese and Butter Chicken.
While some found it witty, many criticized the brand for using offensive slang in advertising. The backlash led to Zomato withdrawing the campaign, but the controversy ensured it remained etched in public memory.
2. McDowell’s No.1 vs. Royal Stag – The Ultimate Spoof War
Royal Stag’s long-running slogan “Make It Large” was hilariously trolled by rival McDowell’s No.1 in an ad featuring MS Dhoni. The parody directly mocked Royal Stag’s aspirational tone, even featuring a character suspiciously resembling cricketer Harbhajan Singh being reprimanded for his “small” dreams.
The rivalry became so intense that it sparked legal action. Yet, this bold move blurred the line between advertising and entertainment, keeping both brands in the spotlight.
3. Fair & Lovely’s Skin Lightening Ads – When Colorism Became a Sales Pitch
For years, Fair & Lovely (now rebranded as Glow & Lovely) ran ads suggesting that lighter skin led to better opportunities in life. These campaigns featured women who transformed from dusky and ignored to fair and successful after using the product.
Though massively popular, the ads sparked nationwide debates about colorism and unrealistic beauty standards. Eventually, public outcry led to the brand dropping the word Fair from its name—but not before it left a lasting mark on Indian advertising history.
4. India Shining Campaign – A Political Misfire
The India Shining campaign, launched by the BJP government in 2004, aimed to highlight India’s economic progress. However, the feel-good messaging didn’t resonate with the masses, many of whom were still struggling with poverty and unemployment.
Instead of boosting confidence, it became a symbol of disconnect between politicians and the public. The phrase India Shining became an ironic reminder of how political branding can backfire.
5. Amul’s Topical Ads – Too Bold for Some
Amul is famous for its witty, topical advertisements that take jabs at current affairs. However, some of its ads have landed the brand in hot water.
One such instance was an ad on the Naxalite uprising in West Bengal, which was criticized for being insensitive. Another depicted the Amul Girl wearing a Gandhi cap, which invited political backlash.
Despite the controversies, Amul continues to push boundaries, cementing its place as one of India’s most fearless advertisers.
6. Sunny Leone’s Condom Ad During Navratri – Right Message, Wrong Timing?
A condom advertisement featuring actress Sunny Leone was released during Navratri, a festival known for its religious significance. The campaign’s tagline, promoting safe celebrations, sparked outrage in Gujarat, where many saw it as an attack on cultural values.
The backlash led to protests and calls for a ban, but the controversy only amplified the ad’s reach.
7. FabIndia’s ‘Jashn-e-Riwaaz’ – A Cultural Debate
FabIndia released an ad for their Diwali collection, calling it Jashn-e-Riwaaz (Celebration of Traditions). The name, derived from Urdu, triggered outrage from those who felt Diwali should not be branded using a language associated with another culture.
Under pressure, the brand withdrew the ad, but the incident sparked widespread debates on cultural identity and inclusivity in Indian marketing.
8. Bharat Matrimony’s Holi Campaign – Necessary Message, Poor Execution
Bharat Matrimony released a Holi-themed ad highlighting violence against women during the festival. While the message was important, the campaign faced criticism for allegedly portraying Holi in a negative light.
Many accused the brand of spoiling the festive spirit, leading to backlash on social media. However, the controversy also brought much-needed attention to real issues surrounding safety during public celebrations.
9. Swiggy Instamart’s Holi Billboard – Egging on Controversy
Swiggy Instamart put up a Holi-themed billboard showing eggs with the tagline: “Omelette; Sunny side-up; Kisi ke sarr par. #BuraMatKhelo” (Don’t play Holi in a bad way).
While the ad aimed to discourage wastage of food during the festival, it was seen as an indirect dig at certain Holi traditions. Some groups accused Swiggy of being anti-Hindu, leading to a PR nightmare for the brand.
10. Kent RO’s ‘Atta Maker’ Ad – Classist and Tone-Deaf
Kent RO released an ad promoting their Atta & Bread Maker, featuring Hema Malini and Esha Deol. The ad suggested that house help could be unhygienic, positioning their product as a way to avoid contaminated hands.
The message was widely criticized as elitist and classist, forcing the brand to apologize and take down the campaign. However, the backlash made sure no one forgot about it anytime soon.
Conclusion – When Controversy Becomes Marketing Gold
While some of these ads sparked outrage, others unintentionally started conversations about deeper societal issues. Whether they were misguided, provocative, or simply ahead of their time, all of them left a lasting impression—proving that in advertising, even a mistake can turn into marketing gold.
In the end, the biggest irony is that the ads meant to be forgotten became the ones we remember the most.
