I have strong reservations about this PR stunt conducted by JWT in Sri Lanka on behalf of its client, marketing Reborn t-shirts.
While the idea seemed clever —faking the kidnapping of radio DJs to create buzz, it is very close to something else that has plagued the country: the political abduction of prominent people, including those from THE MEDIA. It even uses a yellow van as the abduction vehicle, alluding to the “white van syndrome” – a reference to the abduction vehicle of choice. White vans have been used to abduct people, who are then held at ransom. A prominent journalist, Keith Noyahr was abducted in May this year and beaten up badly, as reported by the Committee to Protect Journalists.