The latest viral video from Dubai is making waves, but it isn’t about the latest fashion trend or a high- profile celebrity; rather, it’s actually a marketing stunt that is raising much controversy in Dubai Festival City Mall. Manto Bride store came up with the kind of daredevil idea of using a live model by the name of Angelina and placing her alongside the traditional mannequins. Her striking presence on display brought various kinds of reactions, ranging from admiration to controversy. In the gone-viral video, Angelina stands on the raised platform at the entrance of the store, sleek in a body-hugging dress and high heels. Her ability to go one hundred percent with the mannequins by striking different poses with fluid grace had passed into the eyes of shoppers and social media users alike. Angelina’s clip, originally posted on her Instagram and TikTok profiles, went viral after it was shared by the Instagram page @lovindubai with the caption, “Legends say she’s still striking poses to this day.” The views had crossed more than 5.7 lakh within a very short period, as the video got appreciated along
with many criticism.”
A Brave Marketing Step or an Ethical Dilemma?
The idea was, doubtlessly, innovative. In a world where standing out is paramount, the Manto Bride strategy certainly made a statement. Marketing experts do toast such creative stunts for the ability to get eyeballs and engage audiences in a manner that is really memorable. For Manto Bride, it was a chance to differentiate itself within a cluttered marketplace.
Not everyone, however, was impressed by the stunt. In fact, its reception was rather mixed. Some circles of people praised the innovation; others did not hesitate to make their misgivings known about the ethical dimensions. The opinion in the comment sections of the social media posts regarding the stunt was sharply divided. Some users, like Ghazi Al Yaman, described it as “next level marketing,” clearly in appreciation for the audacity behind the idea. Vlada Bulhakova saw it as a slick move: “Someone has a lot of money for marketing.”
On the other hand, detractors showed very violent objections. For most people, it was a display of something “inhuman” and “modern slavery,” a clear question of the physical and psychological toll on Angelina. One user chimed in on Instagram: “This is slavery at its finest! Imagine standing there in heels for hours!” Another user added, “It’s downgrading and tasteless. This isn’t what we need in the fashion industry.”
Walking the Fine Line: Artistry vs. Exploitation
This is not just a debate about whether the stunt was creative; it is about how far marketing should go in using people for promotional activities. One cannot simply turn a blind eye to the fact that Angelina was required to stand for long periods in high heels. Although some people will argue it is no different from any other kind of challenging work, there is definitely something unsettling about a human being on display as part of a retail gimmick. The other side of the argument is, however, present as well. As several stunt defenders commented, it is only discomfort; something many jobs require.
One user responded with, “Everyone saying this is slavery, inhuman, uncomfortable. we all have our own discomfort at work. She’s getting paid just like we get, plus think about the security guards in the malls; they’re standing all the time too!” This view suggests that while the stunt may look extreme, it is not really in the realm of exploitation if the model is willing and paid.
Bold Marketing Trends
Be it the Dubai mall stunt or any other, it only goes on to prove how far brands can go in executing their marketing strategies. From nerve-wracking public stunts to immersive digital experiences, every path that can lead them to get attention is being explored. For instance, fashion houses like Balenciaga made waves with some of their provocative designs; Red Bull won world attention with its skydiving stunt. What really makes this Dubai stunt interesting is how it merges human presence with the traditional mannequin display. It’s a step way out of the box, really one that pushes the envelope of customary boundaries in marketing and raises questions about what’s acceptable in the pursuit of attention. As marketing moves further and further along the timeline, there will emerge a need to find a middle line that balances innovation with respect for the person.
Looking Ahead
This trend in live factor marketing only seems to be increasing, so looking ahead, one can imagine new technologies like augmented reality and virtual reality offering ways to create engaging experiences without the same physical demands being put on people. This can include holograms and interactive digital displays, which would provide a similar visual impact to a live model while avoiding some of the discomfort associated with standing for hours. Brands will also need to be sensitive about how they incorporate human elements in their promotions. Much like consumers are becoming increasingly attuned to the ethical considerations of everything, companies will tread with caution in their marketing strategies to not disrespect and undervalue people.
A Personal Take The live mannequin stunt at Dubai Festival City Mall is one such case study that intriguingly depicts the junction of creativity, marketing, and ethics. Whether you view it as a groundbreaker of marketing or a somewhat controversial pageant, what is clear is that it has created an important conversation. As marketing continues to push its boundaries, we’ll need to balance bold ideas with empathy and respect for all people involved. Let’s never forget, while chasing attention, the humans who make these creative ventures possible.
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