35) Tayyari PR Ki
We wanted to wanted wait a while before discussing this topic. With the dust settling just a bit (maybe), Sharan & Sudeep have decided to share their thoughts on the Cadbury Bournvita vs the influencer episode.
Everybody in the marketing circles seems to think of this as a Striesand moment for the Brand, where they might have been better served just ignoring the issue. But then, hindsight is always 20:20 especially when our neck is not on the line.
Sharan & Sudeep examine other PR issues faced by a few other food Brands like Dairy Milk, Maggi & Oreo and how that has played out and how Brands have invariably fallen back on the equity built over the years to shore the businesses from impending doom. Spoiler alert: ignoring the issue hasn’t always worked.
They further go into the sensitivities surrounding the food category especially those positioned for kids and what triggers such extreme reactions from consumers and also discuss the labelling requirements in India.
If you have spent any time discussing or opining on the Bournvita vs influencer issue, this will give you a balanced perspective and also the lessons you can take from it, were you as a Brand owner / custodian to face a similar issue in the future.
As always please share your feedback, questions, and suggestions in the comments or via [email](mailto:mail@cobbcast.net). We love hearing from you. Do feel free to add to the cases presented here, so all can benefit from the learnings.
SHOW NOTES
Cadbury Amitabh Bachchan | Factory Visit | TVC
Maggi | Nostalgia | We Miss You Too | TVC
Oreo | Jyothika | Kitchen Surprise | TVC
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
