Vodafone Samoa has brushed off public criticism that it portrayed Miss Samoa in an undignified way in a video advertisement for one of its promos.

The video advert of the mobile phone company's $100,000 cash promotion showed the reigning Miss Samoa, Haylani Pearl Mataupu Kuruppu in camouflaged long pants running in a forest, and in different scenes was shown brandishing two pistols as well as a bow-and-arrow. 

Following public criticism, the Samoa Observer checked the mobile phone company's social media platforms but could not locate the short video. It is not known whether Vodafone Samoa pulled down the video due to public complaints.

However, Vodafone Samoa Chief Executive Officer, Rana Bose when contacted by this newspaper singled out an individual's "personal agenda" and claimed the criticism had malicious intent. 

“We do monitor social media and take feedback from the general public every time we launch a campaign,” he said in his response to questions from the Samoa Observer. “In fact, we have a process of showing TV ads to around 10 people even before we go on air, who are not related to Vodafone for honest feedback. 

“We got hundreds of positive feedback and most people loved the ad. Show us evidence of the complaint (with the date of the complaint) and we will definitely relook at our advertising strategy.”

Mr. Bose said the reigning Miss Samoa has been an integral part of Vodafone and its brand and claimed “only one critical social media post by an individual who is a former employee with our competitors”. 

“The language used to describe our brand ambassador, the reigning Miss Samoa is highly objectionable and abusive,” he said. “Miss Samoa is a national Icon of Samoa and disrespecting her is not justifiable. The post is nothing but propaganda and misinformation. 

“This is a perfect example of cyberbullying and Samoa needs tougher laws, for those who spread misinformation with malicious intent.”

It was also put to Mr. Bose that the public criticisms were not just from a social media post but conversations by locals and many others on social media who agreed with the critics. However, he insisted such criticisms were not examples as they were a “personal agenda”. 

When the C.E.O. was asked why the video was no longer aired, he explained that this is due to a “pulsing principle” method wherein there is "a heavy blast" in the media for a shorter period. 

“Running a TV ad for too long is not recommended as people get bored seeing the same ad again and again,” he said. “We have changed our 100K ads several times and the current ad is with the Manu Samoa boys, which will also run for a week or more before it is withdrawn.”

Mr. Bose said there have been no orders received from the Office of the Regulator on the content of the advertisement. 

He added the OOTR office has recently implemented the 'Telecommunication (Goods & Services Promotion and Advertisement Guidelines 2023) after several rounds of consultation with the operators. 

“Now advertisement falls under the revised guidelines which we welcome,” he said. “We have discussions with the Office of the Regulator regularly on several topics including advertisements.

“One of the core values of Vodafone is 'Innovation hungry' and that is reflected in everything we do. In bringing new technologies to Samoa and in our communication. 

"We equally respect local culture and sentiments, particularly in our advertising campaigns. We have a brilliant and creative all-Samoan communications team, who come up with exceptional concepts never seen in Samoa before."