Amid growing concern over the content aired on news channels, brands have taken greater note of the kinds of shows they advertise in.
In keeping with this, Parle has reportedly decided that they would not advertise on news channels that broadcast “toxic” content.
In a report published in Mint, Parle’s senior category head Krishnarao Buddha said that the company would not want to put its money with channels that promote aggression and toxicity, and that they are exploring possibilities wherein other advertisers would come together to restrain advertising spends on news channels as a signal to all of them to change their content.
The statement was shared by the Indian Civil Liberties Union, which called for more companies to “join the lead of Bajaj and Parle”.
Parle Products has decided not to advertise on news channels that broadcast toxic aggressive content.
— Indian Civil Liberties Union (@ICLU_Ind) October 11, 2020
These channels are not the kinds that the company wants to put money into as it does not favour its target consumer.
It's time more companies join the lead of Bajaj and Parle. pic.twitter.com/LNXr9ytmBF
Earlier, Rajiv Bajaj had told CNBC-TV18 that his company had blacklisted three channels for advertising as they do not endorse “toxicity” and “hate-mongering”.
“A strong brand is a foundation on which you build a strong business. At the end of the day, the purpose of a strong business is to also contribute to the society," Bajaj said adding, “Our brand has never associated with anything we feel is a source of toxicity in society."
