Amid a debate over model Poonam Pandey's "fake death," the digital agency, Schbang, has come out with a "heartfelt apology," admitting it had orchestrated the stunt and that this was part of the action driven by the mission to elevate awareness about cervical cancer. And this has, in turn, started a broader debate about whether such tactics are allowed in awareness initiatives and, if yes, to what extent.

In an Instagram statement, Schbang regretted its action and, in particular, apologized to those who will face or have faced the tribulations of cancer. The agency had taken the campaign upon itself to make people aware of cervical cancer in collaboration with Hauterfly for Poonam Pandey.

"Our actions were driven by one mission: to raise awareness around cervical cancer. In 2022, India saw 123,907 cervical cancer cases and 77,348 deaths. After breast cancer, cervical cancer is the second most common cancer among middle-aged women in India," the statement said.

On Friday, Poonam Pandey's manager's news of her death from cervical cancer sent shockwaves all over. Later, she clarified on her Instagram that her news of death was not true and that it was an absurd ploy to start a discussion on cervical cancer.

"I am alive. I didn't die of cervical cancer. But I cannot say the same thing for hundreds and thousands of women who have lost their lives due to cervical cancer," added Ms. Pandey.

But the model has been attacked on social media for 'fake death' publicity after it was revealed that she was making people aware of cervical cancer. The agency that handled the marketing of the campaign also came under flak for its amateurish approach to the issue, with some suggesting that a better and more meaningful initiative could have worked wonders in addressing this critical issue of cervical cancer.