Scarred by boycotts, ad industry treads cautiously this festival season

Experts say brands must evaluate if their social messaging is only oriented towards catching eyeballs

Advertisers are treading cautiously on social messaging this festive season, scarred by last year’s boycott campaigns.

From Dabur Fem’s Karwa Chauth campaign, to Fabindia’s Jashn-e-Riwaaz campaign, some companies were forced to apologise and take down ads last year after a backlash from social media users. Those memories have remained fresh in the minds of ad executives, say industry insiders and experts.

As a result, brands have become more cautious, says Harish Bijoor, business and brand-strategy expert. “Frequent attacks have made them sensitive and sensible. Brands are toeing the cautious line avoiding anything that can ruffle social and societal feathers. For