With the growing penetration of the internet and usage of social media, online trolling in India has become a menace. The perception of Internet trolls has captured the public imagination, from people either logging off and deactivating profiles to protect their mental health and safety.
AcneStar Face Wash from the house of Mankind Pharma, has come up with ‘Thank You Haters’ campaign to fight against the rise in online trolling on social media.
The video campaign launched by AcneStar Facewash showcases 4 influencers who have faced online trolling on social media. In the video, the influencers are happily dancing, enjoying themselves and thanking their haters for all the hate comments and are saying that they are not haters but they are fans for keeping a keen eye on their day to day life.
Through this campaign, AcneStar Facewash wants to spread the message amongst people, ‘do not step back, do not let these hate comments affect you and always be comfortable in your skin.
People will troll you and pass negative comments, but the fact they are following you and keeping a tab on you shows their interest in what you are doing.
Joy Chatterjee, GM, Sales & Marketing, Mankind Pharma said, “Online trolling, violence and abuse has become common on social media. Through this campaign, we would like to highlight the rise in online trolling and being an anti-acne face wash, we have come across so many hate comments on social media, where people comment on the skin and appearance of an individual.”
The campaign #ThankYouHaters is conceptualized and executed by Grapes Digital, one of the leading independent integrated communications agencies. The video was shot using 11 different sets showcasing the effort of influencers finding the right spot always.
Shradha Agarwal, COO and Strategy Head, Grapes Digital said, “When celebrities and influencers put themselves for public consumption, they are very strong-headed and are ready for feedback. However, when it happens for real and it goes to another level of being mean, I have seen them breaking down and cry their heart out.”
“Despite multiple influencers stating the same on-screen and requesting people to stop trolling, people just don’t stop. Hence, we thought of this idea where we are thanking them instead of asking them to stop, so that they get embarrassed to the edge.”