Crisis Management on Social Media: Lessons from Indian Brands

Social media is a double-edged sword. One minute, your brand could be trending for all the right reasons and the next, people could be boycotting it. We understand it can be terrifying.

You might think, “How do I handle something I can’t even control?” Well, you can control how you respond and that makes all the difference.

Crisis management on social media is not just about putting out fires. It’s about anticipating issues, reacting promptly and most importantly, learning from others who’ve been there before.

Many big Indian brands have had their share of controversies. How they handled them holds valuable lessons for you.

So, we will dive deep into these real-life examples, break down each step and empower you with the knowledge to handle crises like a pro.

Table of contents

• But, Why Do Brands Face Crises on Social Media?
• Social Media Crisis Management Lessons From Indian Brands
  1. Fabindia – The Diwali Campaign That Sparked Outrage
  2. Tanishq — The Interfaith Ad Controversy
  3. Handling the ‘Food Delivery’ Nationalism Crisis
• In Conclusion
• Frequently Asked Questions

But, Why Do Brands Face Crises on Social Media?

Before we jump into the case studies, let’s quickly address the elephant in the room – why do crises happen on social media? It’s simple— social media is a platform for conversations. And conversations can quickly turn ugly.

Here are some possibilities of how your brand can face backlash on social media so that you can anticipate it and stay prepared in advance.

• Anyone can call out your brand in a matter of seconds and their post can go viral in minutes.
• Misinterpretations can happen — What you see as a creative campaign might be seen as insensitive or controversial by others.

The important part here is to know how to navigate through these crises. But how do you do that? Let’s understand it with the help of examples.

Social Media Crisis Management Lessons From Indian Brands

Several Indian brands have found themselves under the spotlight, not always for the right reasons. They fell into the controversy but managed to tackle it. Let’s study how they tackled tricky social media controversies and what you can learn.

1. Fabindia – The Diwali Campaign That Sparked Outrage

Fabindia— known for its beautiful ethnic wear, faced a storm of controversy during Diwali 2021. They launched a campaign called “Jashn-e-Riwaaz” to promote their festive collection.

But here’s where things went south. Some people didn’t like the use of an Urdu phrase for a Hindu festival and before you knew it, social media was on fire with calls for boycotting the brand.

So, what went wrong? Well, it all boiled down to cultural sensitivity.

Fabindia was trying to be inclusive by using a term that reflected India’s diversity. But it ended up offending a section of their audience who felt it didn’t align with Diwali’s traditional roots. In a country as diverse as India, these things can escalate quickly.

At first, they kept quiet, hoping things would blow over. But when the backlash only grew louder, they decided to pull the campaign and clarified that their intention was never to hurt anyone’s sentiments.

Later on, they said that their new Diwali collection will be launched under the name “Jhilmil si Diwali”.

Fabindia’s experience shows us that understanding your audience’s sensitivities is required. And if a crisis does happen, be proactive. Address it quickly and clearly—your audience will appreciate the transparency.

If you are scared about not being able to handle the crisis — partner with a social media marketing agency. Agencies have a dedicated team who will work on your social media. Plus, they will be careful about not putting you in such state of crisis.

2. Tanishq — The Interfaith Ad Controversy

In 2020, Tanishq launched an ad that celebrated interfaith harmony, showing a Hindu bride being welcomed by her Muslim in-laws. Sounds beautiful, right? Not for everyone.

The ad sparked outrage with people accusing the brand of promoting “love jihad” and things quickly spiralled out of control.

Calls to boycott Tanishq flooded social media.

Tanishq’s ad touched on an incredibly sensitive issue—interfaith marriages—which in the current social climate can stir up strong emotions.

While their message was one of unity, some saw it as pushing an agenda and the backlash was swift.

Initially, they defended the ad explaining that it represented India’s diversity. But as the controversy grew and some of their stores even faced threats the brand made the tough decision to pull the ad.

They didn’t apologise, but they did explain their decision in a carefully worded statement.

Bold campaigns are great but they come with risks, especially if they touch on sensitive issues. Tanishq’s situation highlights the importance of balancing creativity with an awareness of current social dynamics. And when things go wrong, sometimes you have to make difficult choices to protect your team and your brand.

3. Handling the ‘Food Delivery’ Nationalism Crisis

Zomato is no stranger to controversy. In 2019, a customer complained about being assigned a Muslim delivery executive during a Hindu fasting period and requested a change.

Zomato’s response was swift and bold: “Food has no religion. It is a religion.” Their tweet went viral, with many praising the brand for standing by its values. But of course, not everyone was happy and some people started calling for a boycott.

The reason for this controversy is simple—religious sensitivities. Zomato serves a massive and diverse customer base, so when one customer’s religious beliefs clashed with the company’s commitment to inclusivity, it led to a clash.

However, Zomato didn’t back down. They refused to change the delivery partner and made it clear that they stood by their values. Their CEO even tweeted, “We aren’t sorry to lose business that comes in the way of our values.”

While this alienated some, it also earned the brand a lot of respect and loyalty from others.

Lesson? Standing up for your values can be risky, but if those values resonate with your audience, it’s worth it. Zomato’s crisis teaches us that sometimes you need to take a stand, even if it means losing a few customers along the way.

In Conclusion

Managing a social media crisis isn’t rocket science, but it does require you to stay calm and act quickly. You must have a plan in place before things go wrong.

As we’ve seen with Fabindia, Tanishq and Zomato, how you respond to a crisis can either hurt or help your brand.

The next time a social media storm hits, remember this—don’t panic. Listen to your audience, address the issue openly and most importantly, be human. Social media is all about connecting with people. If you handle crises with honesty and care, your audience will respect you for it.

And if you’re feeling lost navigating these complexities, don’t worry. That’s where experts like us come in.

Our digital marketing agency specialises in helping brands like yours manage crises and build a stronger connection with your audience. You don’t have to face a storm alone—reach out and we’ll guide you through.

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Vasim Samadji

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. He is a seasoned professional with an MBA in marketing and over a decade of experience working with multiple MNCs. Vasim is a firm believer in the power of creation and he is...