Titan could plausibly have ignored those social vigilantes, had it not been for the public ire and threats faced by its outlets and staff. That Titan is part of the $110 billion Tata Group has made its U-turn all the more piquant. Marketers that see eventual business value in taking a “woke" social stance need not despair. Instead, they should rethink their market-addressal strategies in a way that compromises neither their objectives nor their employees’ safety. A great advertisement is like a diamond, as Ogilvy’s late chief in India, Ranjan Kapur, used to say.

Source: Mint October 19, 2020 15:10 UTC