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  • Sanjay Mehta

    Let me share a different perspective here. A brand has a positioning, it has a character. Especially when it comes to an interactive medium like Social Media. 

    You want to live that character via your profile. 

    So a bank may still come out on Social Media, and stay professional and very propah! 

    Whereas an MTV or a Channel V will be cool and use a certain casual approach. 

    A film is also a brand. So can we say that ‘how the hell can the Delhi Belly brand spew such abuse’?? 

    It was that abuse and that character which was disliked by some oldies (maybe ‘detested’?) and yet, it was the same abuse that connected with the TG it was trying to reach. And made them look cool. 

    Is Y Films perhaps doing the same? Sure, by calling someone an idiot, they would get their flaks from some of the twitterati. But maybe it endeared their youth audience. Who’d feel that “idiots who don’t get our generation must be told in so many words”?? 

    If that was the case, then they are bang on target, I’d say.

    Just trying to see a different point of view here.. ? 

    • Excellent point – I did consider the ‘character’ angle here. But I was surprised when they apologized instead of capitalizing on the ‘attitude’ displayed before that apology – in fact, they were seen fighting and pulling down a lot of people who had dissed that film’s promo. If it was indeed a ‘character’ driven Twitter feed, I’d have expected them to stay on character…like MTV usually does.

  • Rohit Awasthi

    Nice post. I believe the assumption here is that brand is always wrong. What about people who are unreasonable and threaten a brand to agree to their conditions just because they have “influential friends” on Social media?

    The Brand can definitely put across their side of the story, but then it becomes the victim of prejudice, the mob and objectivity goes out of the window.

    I believe Girish puts it very nicely in his tweet – “most just RT without verifying claims, details, anytime a friend or known person does a rant. N flame things. Responsibility?”

    Is there a way to check these “celebs” who act irresponsibly, use their influence for undue benefits? I think No. 🙂

    • There are 2 things here – one, what is the impact of a so-called celebrity’s rant; two, is that celeb addressing the brand, via social media…or his readers/public? If the latter, then we could start suspecting the intentions, but only based on the weight of his/her argument.

  • Woah! That was a long post! I have 2 points to make here:

    1. You are only vindictive/negative online when you have nothing to lose. Brands unfortunately will always be in the firing line because they are constantly looking to build relationships on weak foundations. They will be killed at the slightest drop of wrong-doing.

    Would Naina have reacted this way if she was working for Pantene instead? I think not. Her reaction is justified cuz she has nothing to lose.

    2. About Y Films tweeting this way – its their strategy. To be Raw. To shock. They get free publicity and mind space by being so.

    • Err, could I point you to point no. 4, again? I was pointing out precisely to that and I don’t see anything wrong with that – we have our own list of brands that we will not touch and the rest is open for any kind of bashing. It is completely normal, human behavior.

      • Absolutely agree 🙂

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