Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Tanishq: Brand Activism Gone Wrong? Subject The topic of the resource Brand Activism; Brand Crisis Management; Brand Management; Controversial Advertising Campaigns; Social Media Backlash Description An account of the resource 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. Creator An entity primarily responsible for making the resource Shetty A.S.; Anand K.; Shree S.; Rachel Debby F Source A related resource from which the described resource is derived Vision Publisher An entity responsible for making the resource available Sage Publications India Pvt. Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/09722629221129727" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/09722629221129727</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85146348935&amp;doi=10.1177%2F09722629221129727&amp;partnerID=40&amp;md5=28a98d5ba0d908660ac245d11067c88d" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85146348935&amp;doi=10.1177%2f09722629221129727&amp;partnerID=40&amp;md5=28a98d5ba0d908660ac245d11067c88d</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9722629 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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