Tanishq: Brand Activism Gone Wrong?

Title

Tanishq: Brand Activism Gone Wrong?

Creator

Shetty A.S.; Anand K.; Shree S.; Rachel Debby F

Description

Mansoor Khan, 45, brand manager, Tanishq Jewellery for Media and Communications, was facing lots of backlashes for Tanishqs advertisement on interfaith marriage advertisement aired to promote unity and harmony amongst different communities. In contrast to its stated objective of promoting unity and oneness, this interfaith marriage advertisement created a huge controversy in social media dividing its consumers and netizens into two opposing camps supporting and some even boycotting the advertisement. The brand Tanishq was trolled because of its alleged insensitivity and blindness towards the recent spate of killings in interfaith love affairs and marriages across different parts of India. This controversial advertisement of interfaith marriage and its resultant controversy has left the brand manager pondering should brands rely on more mainstream work rather than any edgy or controversial messaging? Should brands add their business voice to the societal and cultural debates or just stick to conventional advertisement? Or should Tanishq take a moral high stand and continue to promote the advertisement or should it withdraw the controversial advertisement? Whether the reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, who they try to impress? Therefore, this case intends to teach the postgraduate students of marketing about concepts and theories of brand activism, celebrity endorsement, brand management and brand crisis management. 2023 MDI.

Source

Vision

Date

2023-01-01

Publisher

Sage Publications India Pvt. Ltd

Subject

Brand Activism; Brand Crisis Management; Brand Management; Controversial Advertising Campaigns; Social Media Backlash

Coverage

Shetty A.S., School of Business and Management, Christ University, Karnataka, Bangalore, India; Anand K., School of Business and Management, Christ University, Karnataka, Bangalore, India; Shree S., School of Business and Management, Christ University, Karnataka, Bangalore, India; Rachel Debby F, School of Business and Management, Christ University, Karnataka, Bangalore, India

Rights

Restricted Access

Relation

ISSN: 9722629

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1177/09722629221129727

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85146348935&doi=10.1177%2f09722629221129727&partnerID=40&md5=28a98d5ba0d908660ac245d11067c88d