Mumbai, July 9: Tiger Global backed tea cafe chain Chaayos is in the middle of severe controversy for their maiden video ads titled # MentalAboutchai. The ads, conceptualised by Mumbai based agency Fatmen have been receiving immense flak for using the word mental and being insensitive in their execution. Both the ads highlight the protagonists stuck in a difficult situation, but still demanding tea of their choice.  Mental Hai Kya Poster Upsets Twitter and Mental Health Experts; They Have a VALID Reason.

To refresh your memory, in April, when the poster for the Rajkumar Rao and Kangana Ranaut movie 'Mental Hai Kya' was revealed, Twitterati took offence and it was bashed left and right. The makers of the movie were left with no option, but to change the title of the movie to 'Judgemental Hai Kya'. Keeping the entire controversy in mind, Chaayos should have been more careful in choosing the words right.

Watch the ads which are attracting severe controversy:

At a funeral

This ad shows a funeral scene and tea is being served to people attending it. All of a sudden, a man starts demanding adrakh (ginger) tea in that situation.

On a Rainy Night

A couple gets stuck in rains and an old man gives them shelter and serves them tea. The man yells at the man for the tea which he made and asks him to make it again.

Few reactions on social media

People have criticised the brand for using the word mental in the commercials and have blamed the approach taken by the Chaayos.

#MentalAboutChai-a wrong connotation:

People have shared their opinion about the ads on LinkedIn as well.

The brand has gained immense popularity among young tea lovers because of its varied range of products over the last few years. However, ads like these when they backfire surely dents image of the brand. In order to sound quirky and cheeky, brands often tend to cross the line and get 'insensitive' in their approach. If you ask about hogging the light, Chaayos managed to do so with their maiden commercials, but not by staying in the good books of the audience. Let us know in the comments section below what is your take on the ads.

(Disclaimer: The views expressed here are those of the author and do not necessarily represent or reflect the views of LatestLY.)

(The above story first appeared on LatestLY on Jul 09, 2019 04:09 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).