We’re in an era where brands are no longer just selling products—they’re selling values. From sustainability to social justice, companies are stepping into conversations that were once considered off-limits. In India, brands like Tata Tea, Vicks, and Surf Excel have effectively used their platforms to promote societal causes. But as many have learned, taking a stand is a double-edged sword. It can build loyalty or invite backlash, depending on how well it resonates—or doesn’t—with the audience.
Brands That Got It Right
Let’s start with the success stories. Tata Tea’s “Jaago Re” has become synonymous with social awakening. Over the years, it has addressed everything from voter apathy to women’s safety, urging citizens to take action in their everyday lives.
Then there’s Vicks’ “Touch of Care” campaign, which brought a touching narrative about a transgender mother and her adopted daughter. It wasn’t just an ad; it was a statement of inclusivity and empathy, which struck a chord with many.
Tanishq, too, attempted to drive conversations about inclusivity with its Ekatvam campaign, featuring an interfaith baby shower. The ad celebrated unity and harmony, but it also stirred up a storm on social media, with some accusing the brand of promoting a particular agenda. Despite the backlash, Tanishq’s stance sparked important conversations around societal divides and interfaith harmony.
When Campaigns Backfire
But not every campaign hits the mark. Surf Excel’s Holi ad, which depicted a Hindu girl helping her Muslim friend reach a mosque without getting stained, aimed to promote communal harmony. Instead, it drew criticism from some quarters for perceived religious messaging.
Then there’s the infamous case of Fabindia’s “Jashn-e-Riwaaz” campaign, which celebrated Indian traditions with a festive collection. The backlash? Some people believed the Urdu phrase was inappropriate for a Diwali campaign, and the brand was accused of distancing itself from traditional Hindu culture.
Even a well-meaning rebranding, like Fair & Lovely’s shift to Glow & Lovely, was met with skepticism. Critics argued that while the name change was a step forward, it didn’t erase the years of promoting colorism. The public expected more than just a cosmetic change.
Navigating the Tightrope
What these examples highlight is that taking a stand is not without its pitfalls. Brands walking this tightrope must ensure their messages are authentic and aligned with their core values. Audiences today are sharp; they’ll see through performative gestures. Slapping a socially conscious slogan on your campaign without backing it up with meaningful action is a recipe for disaster.
At the same time, playing it safe isn’t always the answer. Ben & Jerry’s is a global example of a brand that has consistently taken bold stances on issues like racial justice and climate change. While they’ve faced criticism, their unwavering commitment has earned them a loyal customer base that aligns with their values.
The Role of Storytelling
So, how can brands strike the right balance? It comes down to storytelling. Brands need to tell authentic stories that resonate with their audience. The narrative should feel real, not like a marketing ploy.
For instance, boAt tackled mental health, an often-overlooked issue in the hustle culture. Their campaign encouraged consumers to find balance, subtly positioning their products as tools for self-care. The campaign didn’t feel forced; it felt like a genuine conversation.
An Opportunity for Future Communicators
For students of journalism, PR, and mass communication, this space offers immense opportunity. You can be the voice behind these brand narratives, shaping conversations that matter. At Vikypedia.com, we invite you to contribute your thoughts—whether through opinion pieces, interviews, or research reports.
Explore campaigns that worked and those that didn’t. Interview industry leaders to understand the thinking behind bold campaigns. Your insights can help brands find their voice and navigate this complex landscape.
Most importantly, your work will be published under your name, giving you a platform to showcase your talent and build a strong portfolio. At Vikypedia.com, we’re looking for bold, fresh perspectives that push boundaries. So, let’s create content that doesn’t just talk about change—it drives it.
