Teja Main Hoon, Mark Idhar Hai:

Designing Credibility in the Digital Age

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The famous Bollywood scene from Andaz Apna Apna where Paresh Rawal’s character Teja hilariously tries to convince others that he is the “real” one by pointing to a cross mark on his face resonates well with the modern-day struggles of creators in the digital world. In that scene, Teja’s argument rests on a superficial mark to claim originality. In today’s fast-paced online world, the struggle to distinguish original ideas from imitations often boils down to who shouts the loudest. This brings us to a pertinent issue: how do we design and maintain credibility in an age where content is shared, reshared, and repurposed at breakneck speed?

 

The Struggle to Identify the True Creator

The internet thrives on sharing, but identifying the original creator often becomes challenging in this ceaseless stream of content. Content creators (whether writers, artists, or designers) frequently find their work copied, shared without credit, or even monetised by others. In a manner similar to Teja’s comical attempt to claim legitimacy through a mere mark, people and brands in the digital space can sometimes ride on someone else’s creative efforts, presenting themselves as the “real” source.

This raises serious questions about authenticity and credibility in digital marketing. While social media has made it easier than ever to distribute content, it has also made it harder for original creators to get the credit they deserve. Loud voices with more significant followings often overshadow quieter, more creative individuals. This leads to situations where popular brands or influencers benefit from work they did not create, thus leaving the original creators unnoticed and unrewarded.

 

Recent Marketing Examples of Lost Credibility

One striking recent example is the controversy surrounding Shein, the fast-fashion giant. Shein has been repeatedly accused of copying designs from smaller, independent designers. These smaller designers often don’t have the resources to fight legal battles or make their voices heard. While Shein, with its massive reach and marketing budget, profits from selling these designs, the original creators are left to watch their work be exploited. This is a clear case where the louder voice wins, much like Teja’s attempt to assert himself as the original by sheer volume of confidence.

Another example comes from the world of advertising with PepsiCo’s Kendall Jenner protest ad that faced immense backlash. The brand attempted to capitalise on the imagery of social justice movements, but it failed miserably in its execution. The ad was tone-deaf and seen as trivialising critical societal issues. While it wasn’t about copying in a literal sense, Pepsi was trying to piggyback on a movement it didn’t fully understand, and it backfired. The company lost credibility and had to pull the ad due to the negative reception.

In contrast, consider the brand Patagonia, which has gained a solid reputation for its authentic and consistent messaging around environmental activism. Patagonia’s success stems from its credibility—its actions align with its messaging. The company has even sued others for mimicking its designs, but it has retained its strong position because its credibility is rooted in a consistent, genuine commitment to its values.

 

Branding and Credibility in the Age of Misinformation

The rise of digital marketing has made credibility more critical than ever. The ease with which content can be shared means that brands must work hard to build trust with their audience. When a brand loses credibility, it is challenging to regain it. This is evident in the case of Facebook (now Meta), which has faced numerous scandals surrounding data privacy and misinformation. While the platform remains one of the largest in the world, its credibility has been significantly eroded, and the brand has had to invest heavily in rebuilding trust.

At the same time, competitors like TikTok have surged ahead by focusing on user experience and more transparent policies about how they collect and use data. Though TikTok has had its share of controversies, it hasn’t suffered the same level of brand damage as Facebook, mainly because it’s built its reputation on authenticity and community-driven content.

 

What Can Be Done to Protect and Restore Credibility?

In an age where anyone can claim originality, how do we ensure that the true creators get the recognition they deserve?

  1. Clear Attribution: One of the most straightforward solutions is ensuring proper attribution. Whether it’s a repost on social media or a design being used in a campaign, brands and individuals alike must make an effort to credit original creators. This not only builds goodwill but also enhances trust among audiences.
  2. Protective Technology: Blockchain technology is being explored as a potential solution to copyright issues. By creating immutable digital records of ownership, blockchain could ensure that creators maintain control over their work. Though it’s still in its infancy, this technology could revolutionise how we protect and credit creative content in the future.
  3. Legal Protections and Education: Creators need to be more aware of their legal rights, and businesses need to be held accountable for intellectual property theft. Stronger copyright laws and easier access to legal resources can help level the playing field.
  4. Authenticity Over Volume: Brands must focus on authenticity. Rather than trying to jump on every trend, marketers should ensure that their campaigns are aligned with their brand’s core values. This will not only prevent credibility from being damaged but will also build long-term trust with consumers.

 

Conclusion

In a world where the line between originality and imitation is often blurred, it’s easy for the loudest voices to drown out the actual creators, much like Teja’s amusing antics in Andaz Apna Apna. However, to thrive in the digital age, credibility is critical. Brands must work to protect the authenticity of their content and ensure that creators are recognised for their efforts. By focusing on clear attribution, leveraging protective technologies, and prioritising authenticity, we can ensure that originality is preserved in the noise of the digital era.

 

– Studiotiktok