Agartala: A teaser advertisement campaign by Meghalaya-based cement brand Black Tiger Cement owned by Goldstone Cements Limited has stirred controversy across Tripura and other Northeastern states after peculiar flexes and posters asking “Tumar Naam Ki?” or “Tumhara Naam Kya Hai?” have been spotted in various public spaces across Tripura and other Northeastern states including Meghalaya and Assam.
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The campaign caught the attention of local authorities after numerous such posters were spotted at traffic points, major intersections and public spaces across different districts, causing confusion among residents. Meanwhile, the Agartala Municipal Corporation (AMC) has taken serious note of the unauthorized installations.
While speaking with the media persons on this mysterious banner AMC Mayor Dipak Majumder said, “Through our CCTV surveillance at various traffic points in the city, we identified the individual responsible for installing these banners. Upon questioning, he revealed that he was working on behalf of a company.”
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“We have issued a fine of Rs 4.5 lakh to the company for installing these promotional materials without proper authorization,” he added.
On the other hand, the West Agartala Police also conducted their investigation into the matter. “We found that these promotional materials were installed by Black Tiger Cement Company, a brand owned by Goldstone Cements Limited. We have questioned their Assistant General Manager Santosh Saha, who is based in Kolkata, regarding this unauthorized promotional activity,” said Officer-in-Charge Paritosh Das of West Agartala Police Station to Ukhrul Times.
The AMC has since removed the unauthorized flexes and posters and issued a show-cause notice to the cement company, demanding an explanation for conducting such a promotional campaign without proper permits and potentially misleading the public.
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Similar banners and posters were noticed in other Northeastern states including Meghalaya and Assam where they appeared in various languages including Bengali, and Assamese as well as in Hinglish. The campaign’s multi-state reach and cryptic messaging have sparked curiosity and concern, leading to discussions about the ethical and legal implications of guerrilla marketing tactics.
While some residents expressed intrigue over the campaign’s innovative approach, others criticized it for being misleading and disruptive. Authorities emphasized the importance of obtaining necessary permits before conducting promotional activities in public spaces to avoid public confusion and ensure compliance with regulations.
This incident has reignited the debate over guerrilla marketing and its potential to blur the lines between creativity and legality in advertising campaigns.
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