Aashirvaad: ITC rushes to stomp out rumours against its flagship brand

Experts say it has learnt its lessons from rival Nestle's Maggi crisis

Just when everything seemed to be moving at perfect pitch for ITC’s Rs 42 billion Aashirvaad brand, a six-month old fake video that claims the conglomerate mixed plastic in its flour has found fresh legs on social media and pushed the company’s crisis management team into a state of high alert. ITC has launched a campaign countering the allegations, lodged police complaints in three cities and garnered industry support to stop the spread of such videos.

No company wants a rerun of the Maggi crisis, say brand experts, while an ITC official said the company has thought it better to go