Brand Tanishq: Navigating Social Media Backlash
The chief executive officer of the jewellery division at Titan Company Ltd. withdrew two successive advertising campaigns for jewellery brand Tanishq during its high selling festive season in 2020 due to intense social media trolling. These adverse social media reactions, shaped by religious beliefs and ideology, challenged the well-entrenched "progressive and bold" positioning of the brand. With multiple stakeholders and shifting societal ideologies, should the company continue promoting its progressive image and bold creative executions irrespective of the recent setbacks, continue with the current positioning with significantly toned-down executions, or reposition the brand and its creative execution completely? Jaydeep Mukherjee is affiliated with Management Development Institute.