Woke advertising, Viral boycott how should brands conduct?

23rd October 2021, Mumbai:

'Woke' is a term employed to describe someone who is aware of social and political issues.

In the age of social media these days to find in Twitter's trending tab, among advertorial and conspiratorial/ objectionable hashtags relating to XYZ campaign/ sensational news, in terms of trolling Or boycotting a specific trending brand.

A case in point is recent week's public social genre outrage against Fabindia an inspirational Indian brand for iteration of an Urdu punchline Jashn-e-Riwaaz for its contemporary festive spirit campaign took the world by nasty surprise by its sheer ferocity.

Still afresh in the mind is preceding year's darling of consumers bran 'Tanishq' was posed a social media backlash for its Ekatvam campaign the semblance is, "which was iterating an interfaith marriage".

Earlier we experienced, Global FMCG biggie HUL had to undergo in some sense something akin in the case of its 'Red Label' ad showing a Muslim sculptor curating for auspicious 'Ganesh Chaturthi festivity' which again could not come up to the public expectations around communal sensibility a national brand is supposed to observe.

Make no mistakes in a digital social media era WOKE ADVERTISING can lead to misfire which can be disastrous to the interest of the brand, and advertising instead of doing good can be counterproductive!

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