SonyLIV's promotional tactic for 'Undekhi' draws sharp criticism

The 'test activity' as described by the OTT platform in a clarification didn't sit well with people.

On Friday, several people, on social media, complained about a phone call that left them scared and anxious and then outright furious.

In the call, a guy, in a trembling voice, introduces himself as Rishi and reveals that he's captured a murder on his camera and now the murderer wants to kill him too...and then a voice says, "Undekhi, streaming now on SonyLIV."

Undekhi is a new web series starring Dibyendu Bhattacharya, Harsh Chhaya and Surya Sharma and is streaming on the SonyLIV app right now. However, this promotional tactic didn't impress anyone. People have not just complained about it on social media but many have tagged Mumbai Police too.

What a ridiculous #promotional call trick by #Undekhi #SonyLIV Do U even realise what this can cause to a person if they miss out the last few words in panic. Get a better way to promote your series #webseries #advertisement #ScamAlert #murdercall #unethical #worldpremiereseries pic.twitter.com/8CzUhTkVti

— Suvrata Bhati (@BhatiSuvrata) July 10, 2020

Suvrata Bhati termed the promotional tactic as ridiculous and questioned SonyLIV if they realised what it could do to someone if they miss out on the last few words of the call where the promotion is revealed.

Shame on you @SonyLIV I just got to know that this call is a promotional gimmick for your new show. I was on the floor breathless with panic when I got it. Are you out of your mind doing this??? @MumbaiPolice you must take action. This is appalling and unethical. https://t.co/4Vp1YAzYjW

— smriti kiran (@smritikiran) July 10, 2020

Smriti Kiran lambasted the OTT platform and tagged Mumbai Police asking them to take action for the promotional gimmick.

And to her tweet, ASCI took notice and urged her to file a complaint.

Actress Mini Mathur too called out the platform for its marketing gimmick.

@SonyLIV stop doing your useless promotions for #Undekhi serial where we get a call from one of your characters #Rishi who saw a murder talking in complete scary way asking for our help.Imagine if kids pick up the call @MumbaiPolice.More than 16000 people have spammed it.#SonyLIV

— Omkar Patil Music (@OmkarPatilMusic) July 10, 2020

If you have received a call for our show Undekhi & it has disturbed you we would like to sincerely apologise to you. This was a test activity which has gone out accidentally & our intention was not to cause any kind of discomfort or panic. We sincerely regret any inconvenience.

— SonyLIV (@SonyLIV) July 10, 2020

Eventually, SonyLIV issued a clarification where it apologised for, "a test activity which has gone out accidentally" and said it wasn't its intention cause any kind of discomfort or panic.