The Whole Truth's campaign may turn consumers into deinfluencers
As part of a larger campaign, the brand launched a website allowing consumers to issue 'Kachra Awards' to brands, highlighting poor products or services
Sumit Rawat
The Whole Truth's latest ad film is a humorous take on contemporary issues surrounding malpractice in marketing. It highlights misleading ads, exaggerated claims, and dubious packaging. All these marketing misdemeanors are presented in an engaging 8-minute sketch featuring The Whole Truth's CEO, Shashank Mehta.
The film begins with the protagonist, Gagan Sangvi, the CEO of an FMCG company called 'Trash Foods', appearing on a podcast. In this podcast, the young host (shoutout to BeerBiceps) poses some pertinent questions about the company's policies. As the CEO begins to speak evasively about the integrity of the brand's operations, the film quickly transitions into a boardroom setting.
In the boardroom, a discussion takes place between the company's representatives and a special guest, Shashank Mehta. Mehta has been invited to assist the brand in 'appearing' healthier to consumers. The film humorously depicts Mehta's attempts to persuade the arrogant FMCG chief to produce genuinely better products rather than relying on deceptive labels and colors. The climax sees Mehta, frustrated with the 'trash' tactics, storming out of the room, emphasizing the importance of authenticity and quality in product manufacturing.
This creative narrative not only entertains but also underscores the critical issue of honesty in marketing, encouraging brands to prioritize transparency and integrity over misleading strategies.
