New Delhi: Even as tragedy struck Mumbai with the collapse of an illegal 100-foot-tall billboard at a petrol pump in Ghatkopar on May 13 claiming 14 lives during a severe dust storm and rain, a few brands continued to engage Mumbaikars with fun social media posts.
In the rush to excel at the moment marketing, brands sometimes blur the line between engagement and insensitivity.
While lives were lost, people were injured, and others remained trapped, certain brands such as Uber India, EatSure, Swiggy, Fevicol, and Myntra chose to use social media to promote clothing, and food, and share memes and lighthearted content around Mumbai rains instead of showing empathy.
Myntra
Fevicol
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Swiggy
Often, expert brand consultants and marketing mavericks have shared with BestMediaInfo.com that not every moment should be exploited for a brand's advantage.
It's okay to remain silent or take a break. Even if brands choose to engage, they must tread this path very carefully, as what may bring joy to some could cause pain to others.
Even when COVID-19 began in China, many took to social media to make light of it, only realising later that it would become a pandemic that impacted daily life.
While it's still acceptable for individuals to share joy on social media because they might not be aware, brands need to demonstrate more responsibility and empathy.
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