WOW Skin Science: strategic adaptation for responsible advertising

Title

WOW Skin Science: strategic adaptation for responsible advertising

Creator

Kanaveedu A.; Kalapurackal J.J.; Elangovan N.; Sinha M.; Nagpal M.

Description

Learning outcomes: After completing this case study, students will be able to understand the issues firms, brands and influencers face due to sponsorship disclosure regulation and the impact of self-regulation on firms engaging in influencer marketing, explain the challenges regulators face in ensuring compliance in an emerging market, explain Advertising Standard Council of India (ASCI)s challenges in adopting influencer guidelines from emerged markets and recommend ethical theory (or theories) and strategies to firms engaged in influencer marketing. Case overview/synopsis: This case study centers on Mr Manish Chowdhary, co-founder of WOW Skin Science, who started the beauty and personal care business with his brother Karan Chowdhary in 2015 in Bangalore, India. The company successfully built its brand through influencer marketing but faced challenges after the ASCI implemented new influencer guidelines. On May 31, 2021, he expressed disagreement with ASCI guidelines during an interview with Akansha Nagar from Buzz in Content, particularly the requirement to label every product or service received by influencers as an advertisement. He expressed concern about certain rules, fearing they might harm organic content and reduce viewership and followers. Subsequently, ASCI registered noncompliance cases against the company and communicated with them about complaints regarding influencer guideline violations. In this situation, Manish needed to evaluate his decision on noncompliance with regulation and required an action plan to strategically manage its influencer marketing campaign by incorporating ASCIs guidelines. Overall, this case study highlights the journey of WOW Skin Science and its challenges with self-regulatory authorities over its influencer marketing strategy in an emerging market. Additionally, students can gain insight into the marketing communication ethics of a startup operating in an emerging market by embodying the protagonists role. Complexity academic level: This case study is suitable for postgraduate level students pursuing a Master of Business Administration program. The difficulty level ranges from moderate to complex. It fits well into integrated marketing communication and marketing strategy courses. This case study discusses marketing ethics, advertising and promotion regulation. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. 2024, Emerald Publishing Limited.

Source

Emerald Emerging Markets Case Studies, Vol-14, No. 3, pp. 1-32.

Date

2024-01-01

Publisher

Emerald Publishing

Subject

Consumer behavior; Digital marketing; Regulations

Coverage

Kanaveedu A., School of Business and Management, Christ University, Bengaluru, India; Kalapurackal J.J., School of Business and Management, Christ University, Bengaluru, India; Elangovan N., School of Business and Management, Christ University, Bengaluru, India; Sinha M., School of Business and Management, Christ University, Bengaluru, India; Nagpal M., Department of Marketing, Indian Institute of Management Bangalore, Bangalore, India

Rights

Restricted Access

Relation

ISSN: 20450621

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/EEMCS-03-2024-0103

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85201807181&doi=10.1108%2fEEMCS-03-2024-0103&partnerID=40&md5=5e91984e895780228cde034821cdcda4