A controversial advertisement placed by FIITJEE, a renowned coaching institute, was prominently placed on the front page of a leading newspaper. The advertisement in question sparked outrage due to its contentious content, which purportedly belittled a former student who had opted to pursue her academic endeavors elsewhere.
The advertisement in question takes aim at a former student who, according to FIITJEE, experienced a decline in performance after transitioning to another coaching institute. It asserts that had the student remained with FIITJEE, she could have achieved a perfect 100 NTA score in the JEE-Mains 2024 examination, rather than the purportedly inferior 99.99 score attained after her departure. Furthermore, FIITJEE's ad stoops to label the rival coaching institute as an "EVIL Institute from Kota (now in Delhi) with a history of suicides," employing derogatory language to undermine its credibility.
Outcry from the Public
The advertisement's egregious nature prompted swift and vehement condemnation from various quarters, with social media platforms serving as conduits for public outrage. Indian Revenue Service officer, Katyayani Sanjay Bhatia, took to social media to decry the advertisement, denouncing it as a "new low in advertisements."
Bhatia's sentiments resonated widely, as she articulated the fundamental indignation sparked by FIITJEE's advertisement. Bhatia eloquently expressed that no institute should resort to shaming students to bolster its perceived superiority. By employing such disparaging tactics, FIITJEE not only tarnishes its own reputation but also perpetuates a culture of academic coercion and undue pressure.
By urging the Education Ministry and Union Minister for Women and Child Development Smriti Irani to intervene, Bhatia echoes the sentiments of many who view such advertisements as a manifestation of systemic malpractices that warrant immediate redressal.
Why Are Ethical Concerns Raised?
1. Exploitation of Student Performance
FIITJEE's advertisement raises significant ethical concerns regarding the exploitation of student performance for commercial gain. By publicly attributing the student's purported decline in performance to her departure from FIITJEE, the institute not only undermines the student's achievements but also portrays her as a mere commodity whose success or failure is contingent upon their services. Such tactics not only diminish the student's autonomy but also perpetuate a culture of academic pressure and competition detrimental to student well-being.
2. Use of Derogatory Language
The use of derogatory language to characterise a competing institute not only reflects poorly on FIITJEE's ethical standards but also contributes to a toxic culture of rivalry within the educational sector. Referring to a competitor as an "EVIL Institute" with a history of suicides not only lacks professionalism but also demonstrates a lack of empathy and respect towards both students and institutions within the educational ecosystem. Such language not only tarnishes the reputation of the competitor but also undermines the credibility of FIITJEE as an institution.
3. Emotional Manipulation and Pressure
By insinuating that the student's decision to leave FIITJEE led to a decline in her academic performance, the advertisement exerts undue emotional pressure on students and parents alike. By invoking the specter of unrealised potential and framing the student's departure as a regrettable mistake, FIITJEE attempts to manipulate emotions and coerce prospective students into remaining loyal to their services. Such emotional manipulation not only exploits the insecurities of students and parents but also perpetuates a culture of fear and anxiety surrounding academic success.
Views expressed by the author are their own
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