MAM

Social Media Dissect DM and Schbang spat revives plagiarism concerns

Digital medium has fewer avenues for regulation.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/06/18/plagiarism.jpg?itok=WAbbNh_0

NEW DELHI: In the last decade, social media has changed the dynamics of the marketing landscape. But this has given rise to another big problem - plagiarism. In the latest incident, digital marketing agencies Social Media Dissect DM and Schbang got into a quarrel for allegedly plagiarising content. 

Social Media Dissect accused Schbang of copying the design concept of Motiphor from a year ago post without giving due credit. The agency posted on Instagram: “Speaking to the original creator and not giving credits while you go ahead and use someone’s work claiming it to be independent thinking, still counts as plagiarised content.”

Schbang founder Harshil Karia said, "We appeal to the industry to come together and find, perhaps, a technology-based solution that helps agencies vet whether the content is similar to the one being created perhaps by using image recognition."

Schbang replied that it’s an original work and posted, “We don’t plagiarise, two separate minds in front of separate screens thought of the same concept and created it. There is no data to support it.”

Several agencies are plagued by this issue and end up taking it on social media or dragging the party to court. This damages the reputation of the agency and even the brand.



View this post on Instagram

Of trolls, sensationalists and better conversation.

A post shared by Schbang (@schbang) on

The Advertising Standards Council of India (ASCI) has a code for self-regulation in advertising, which has a section "Fair in Competition" that deals with such issues.

Former Asia-Pacific Marketing head of HP business strategist Lloyd Mathias opines, “I think plagiarism is a reflection of a lack of original ideas. Any brand that does so consciously is doing itself more harm than good. Social media has got nothing to do with it, but yes, with the increased proliferation of brands using social media – the issue has become stark.”

Mathias adds, “The best way to deal with plagiarism is to call it out. Showing one’s original content with the plagiarised piece, as a simple name and shame tactic, should be adequate. In an age where interesting posts go viral, this may be the best way to handle the issue.”

Some years ago, in 2013, several awards were withdrawn from Goa Fest’s Creative Abbys on plagiarism charges. Leo Burnett India withdrew three award-winning Tata Salt Lite radio campaign after its client stated that the work did not meet the guidelines for entry.

A recent case is that of Ogilvy when it took Vivo and its creative agency, Dentsu, to court over allegations of plagiarism. Matheno Films also initiated legal action against Citibank over a ‘copied’ film. 

A few years back, McDonald’s pulled down a Twitter ad campaign after a freelance photographer alleged that the brand had copied the idea from his work. He posted a series, which was featured on BuzzFeed that had captured the man’s ‘engagement’ with a burrito and was intended to be a spoof on the romantic photos that flood social media every day. McDonald’s decided to use the idea for its double cheeseburger meal.

According to Nut Cracker Communications founder Udit Jain, the ideal way to deal with such situations is for the two parties to talk to each other instead of taking it out on public forums. He says, "While there is no shortage of original and creative ideas and concepts, I believe that plagiarism has been in every mass media. Social media has not really contributed to its rise but given higher user participation and two-way engagement. So, issues seem to go hyperbole. There is also cut-throat competition and constant pressure to churn out engaging content but this should not be acceptable. While there are certain groups and organisations for dealing with plagiarism in other mass media, there are still no governing bodies for the social media, which gives us an opportunity for self-regulation and is the ideal way to go."

Pulpkey founder Amit Mondal says, “There is no way you can control the situation. The bare minimum which can be done is to check with the representative if there is a serious issue, otherwise, if they have given the work-credits it can actually help the original creative to get more reach.”

While the issue persists, the industry will have to figure out ways to address this growing concern.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/ra.jpg?itok=SUrKM3Go
Shoppers Stop MD and CEO Rajiv Suri resigns

NEW DELHI: Shoppers Stop MD and CEO Rajiv Suri has tendered his resignation for personal reasons, effective 25 August 2020 to pursue a career in a company outside India.  The board of directors of the company at its meeting has accepted his resignation and placed on record their appreciation for...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/opp.jpg?itok=0HLe2TGT
Oppo VP-product Sumit Walia quits

NEW DELHI: Oppo India VP of product and marketing Sumit Walia has put down his papers. Walia joined the company last year April. Prior joining to Oppo India, Walia spent around nine-year stint at Samsung. He had joined the in 2010 as a product manager and left the organisation in 2019 as director....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/arim.jpg?itok=gEDWIf50
Ola COO & global CMO Arun Srinivas quits

NEW DELHI: Ola COO and global CMO Arun Srinivas has reportedly stepped down from his position. He had joined the company last year. There are reports that senior VP corporate affairs Sanjiv Reddy has also resigned. Prior to joining to Ola, Srinivas was with West Bridge Capital Partners for two...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/chumb.jpg?itok=969v3FUV
Chumbak launches new brand identity

Chumbak, the design-led lifestyle brand, unveiled its new logo today with a digital release. The logo change is part of the larger shift in the positioning of the brand. Chumbak was founded in 2010 by Shubhra Chadha and Vivek Prabhakar with the idea of designing fun souvenirs & collectibles...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/10/kinetic.jpg?itok=Eo-SpptO
Kinetic Worldwide launches IOM, an OOH planning tool in the new normal

NEW DELHI: Global player in the out-of-home (OOH) media industry, GroupM’s Kinetic Worldwide, today announced the launch of India On The Move (IOM). IOM is Kinetic India’s latest proprietary tool developed fully in-house to help understand audience traffic patterns.

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/10/haldi.jpg?itok=XjQ82KxV
Haldiram's campaign for safe customer experience

NEW DELHI: Haldiram’s has launched #HaldiramsCare campaign to promote social distancing for people visiting their favourite and reliable food restaurant outlet. The campaign has been created by Option Designs and is focused on ensuring customer safety by promoting social distancing on ground level...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/10/path.jpg?itok=T5C1rQXk
Pathkind Diagnostics and Hero Electric launch "Be Safe-Keep safe" testing program

Hero Electric, a pioneer in the electric vehicle industry in India, today announced its Be Safe – Keep Safe program in collaboration with Pathkind Diagnostics – a leader in healthcare and diagnostics. During this COVID crisis, being safe while keeping others safe is very critical. With that in mind...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/10/hyundai.jpg?itok=vr9DA9iq
Hyundai releases ‘Haq Hai Humara’ brand anthem

NEW DELHI: Hyundai Motor India Ltd (HMIL) today released an anthem as a tribute to the ‘Indomitable Spirit of India’. The corporate brand anthem ‘Haq Hai Humara’ aims to bring together the people of India and salute their resolve to stand united and stay strong in this unprecedented adverse...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/10/Fossil.jpg?itok=fpUJPxNo
FOSSIL WELCOMES ON-BOARD ITS NEWEST CELEBRITY AMBASSADOR

NEW DELHI: FOSSIL today announced the addition of Disha Patani as its newest celebrity brand ambassador in India. The youth style icon successfully drives her large fan base with her authenticity and sense of fashion that is creative, fresh and modern.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required