Learning outcomes Case overview/synopsis This case highlights the intricacies of using moment marketing and its associated risk. The case concerns a controversial newspaper advertisement published by Bombae, a sister concern of Bombay Shaving Company (BSC), addressing the online trolling of a young female student, a Class 10 topper, because of her noticeable facial hair. The event prompted the company to create a print advertisement to demonstrate support and solidarity with the girl. The campaign faced criticism for blurring the line between brand advocacy and commercial intent. The company’s CEO, Shantanu Deshpande, defended the campaign through his LinkedIn post but faced massive backlash on social media. The Advertising Standards Council of India took note of the negative online conversations and initiated an investigation. With mounting criticism and scrutiny, Shantanu Deshpande faces a crucial dilemma: Should it defend its campaign, offer an apology or learn from the situation and change its overall marketing approach for the future? This case highlights the delicate balance the companies must strike between brand advocacy and ethical marketing, emphasizing the need for message congruence, cultural sensitivity and timeliness in advertising. Complexity academic level The case is designed for students who are in undergraduate and postgraduate management programs. The case will be taught in marketing, advertising, communication, brand management and crisis management courses. Supplementary material Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.
Sharma et al. (Tue,) studied this question.