Are brands overreacting to manufactured outrage?
This article explores the trend of Indian brands withdrawing advertisements following public backlash, often driven by religious or communal sentiments. Experts discuss whether these withdrawals are genuine reactions to safety concerns or calculated marketing strategies to generate publicity.
Why it matters
It highlights the growing tension between corporate marketing strategies and the volatile socio-political climate in India, impacting how brands communicate with diverse audiences.
Last week, jewellery brand Giva withdrew an advertisement it made for Raksha Bandhan after netizens criticised actress Kriti Sanon’s outfit as too revealing for a traditional festival. The incident is the latest in a series of brands backtracking on their advertisements following backlash that is often religiously or communally charged. Given India’s current socio-political climate, are brands overreacting to manufactured outrage? Mitushi Sharma and Santosh Desai discuss the question in a conversation moderated by Sonikka Loganathan .
Was this ad withdrawn primarily because of concerns for employee safety or to minimise commercial losses?
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