On Sunday (17th March), FIITJEE, a coaching institute known for preparing students for engineering entrance exams, faced significant backlash on social media due to a controversial advertisement. The ad featured a former student’s image and suggested that her academic performance declined after leaving FIITJEE to join another institution.
Criticism was particularly directed at the inflammatory language used to describe the competitor, labelling it as “evil” and referencing its location in Kota, a city that has seen several suicides in recent times. The advertisement, prominently displayed on the front page of a national newspaper, implied that the ex-student could have achieved a perfect score in the JEE-Mains 2024 exam had she remained with FIITJEE instead of transferring to the other institution.
Indian Revenue Service officer Katyayani Sanjay Bhatia took to social media platform X to share a photo of the advertisement, bringing it to public attention. She wrote in her post, “A new low in advertisements FIITJEE. You are posting a picture of a child saying that she performed badly because she left your institute! I have blurred the picture because I don’t believe in this disgusting way of claiming your superiority by belittling a girl child.”
A new low in advertisements @fiitjee . You are posting the picture of a child saying that she performed badly because she left your institute! I have blurred the picture because I don't believe in this disgusting way of claiming your superiority by belittling a girl child. pic.twitter.com/W18Rd9rh1s
— Katyayani Sanjay Bhatia (@katyayani13) March 17, 2024
She further said, “We talk about parents putting pressure on kids for IIT JEE, but what about this manner of advertising where you shame a student for not performing? And claiming superiority by claiming that she would have performed had she been in your institute? Shameful.”
We talk about parents putting pressure on kids for IIT JEE, but what about this manner of advertising where you shame a student for not performing? And claiming superiority by claiming that she would have performed had she been in your institute? Shameful @fiitjee
— Katyayani Sanjay Bhatia (@katyayani13) March 17, 2024
She added, “And it doesn’t stop here. They are claiming their superiority by talking about the institute with a ‘history of suicides’. Shameful. Suicides in Kota are an issue that concerns us all above petty competition but claiming in this manner is cheap.”
And it doesn't stop here.They are claiming about their superiority by talking about the institute with a 'history of suicides'. Shameful. Suicides in Kota are an issue that concerns us all above petty competition but claiming in this manner is cheap@fiitjee @EduMinOfIndia pic.twitter.com/QS90pkPs9s
— Katyayani Sanjay Bhatia (@katyayani13) March 17, 2024
The IRS officer also tagged the Ministry of Education, the Advertising Standards Council of India, and the Ministry of Women and Child Development, urging them to take notice of such advertising malpractices.
This also propagates the very wrong belief that right strategy=right result. Life is not so linear @fiitjee. Let's teach the younger generation nishkam karma and despite all hardwork results are not in our hands @EduMinOfIndia @MinistryWCD JEE aspirants should not be mislead
— Katyayani Sanjay Bhatia (@katyayani13) March 17, 2024
She said in her post that publishing a student’s picture in a national daily saying that they couldn’t perform is disgusting and puts such undue pressure on students.
And goes without saying (even though I have completed for competitive examinations) that getting into IIT really isn't everything. Life indeed is how you respond to situations, not how you just win. The examination of life is really beyond such petty messaging by @fiitjee
— Katyayani Sanjay Bhatia (@katyayani13) March 17, 2024
This criticism by the IRS officer sparked outrage against FIITJEE amongst social media users. Akshay Akash wrote, “I have respect for Fiitjee due to their teachers but This is horrible advertising! Don’t know how this was approved in the first place that too, on the first page of a national newspaper.”
I have respect for Fiitjee due to their teachers but This is horrible advertising!
— Akshay Akash (@UnlabelledGenZ) March 17, 2024
Don't know how this was approved in the first place that too, on the first page of a national newspaper 🤦🏻
Reacting to Bhatia’s post, Zoho CEO Sridhar Vembu posted, “India has to get out of this ultra-competitive exam pressure on children and young adults. This is one area where I would *not* learn from East Asia but instead learn from Finland which has a superb state-funded educational system that serves every child without such competitive insanity.”
India has to get out of this ultra-competitive exam pressure on children and young adults. This is one area where I would *not* learn from East Asia but instead learn from Finland which has a superb state-funded educational system that serves every child without such competitive… https://t.co/AjdkIl0Nmt
— Sridhar Vembu (@svembu) March 17, 2024
He added, “Intense pressure at a young age all too often destroys talent and creates zombified adults. It is the rat race to extinction. Intense competition is for companies serving a market and for sports, not for children in education. As an employer, we have pledged to not even consider academic credentials. We are also investing in educational alternatives that are inspired by Finland.”
Dr Darpan Jakkal posted, “Absolutely disgusting and I feel that the NCPCR should take a cognisance on priority.”
Absolutely disgusting and I feel that @NCPCR_ should take a cognisance on priority
— Dr Darpan Jakkal 🩺 (@DocDarpan_MD) March 17, 2024
Lokesh posted, “I am confused now. I saw news sometime ago stating that coaching below 16 is not allowed according to new guidelines, but this advertisement seems to contradict that….”
"I am confused now. I saw news sometime ago stating that coaching below 16 is not allowed according to new guidelines, but this advertisement seems to contradict that….
— Lokesh (@lokeshupreti) March 18, 2024
Sundarraj Kaushik posted, “FIITJEE has to be pulled up and fined for this kind of advertising. Absolutely abhorrent. Shame on you FIITJEE.”
@fiitjee has to be pulled up and fined for this kind of advertising. Absolutely abhorrent. Shame on you @fiitj
— Sundarraj Kaushik (@xksund) March 18, 2024
This advertisement by FIITJEE has come at a time when suicides of students preparing for competitive examinations are rapidly rising. Multiple reports of students crumbling and committing suicides under performance pressure and societal pressure have surfaced in the past few months. As FIITJEE gets called out for this advertisement, it remains to be seen if any action is taken against the coaching institute.
