In today’s well-connected world where silence can be as loud as a statement, brands are grappling with a significant question: should they voice their opinions on political or social issues — or remain silent? This question becomes even more intricate in the Indian context. Be it the farmers’ protests to debates on free speech, the socio-political climate in India is layered. In such an environment, PR is not just about market positioning but about taking a moral stance.
The tricky business of taking a stand
India is a vibrant tapestry of languages, beliefs, and political views, making the concept of “taking a stand” much more complicated than in more uniform markets. A statement in support of a protest might be seen as progressive in urban areas but could be labelled as anti-national in other regions.
Brands like FabIndia, Tanishq, and Surf Excel have learned this lesson the hard way. Tanishq’s advertisement featuring an interfaith couple faced significant backlash, forcing the company to take down the campaign. Similarly, FabIndia’s Diwali campaign with the tagline “Jashn-e-Riwaaz” saw accusations of cultural insensitivity. In 2019, Surf Excel’s Holi ad promoting Hindu-Muslim harmony, titled “Rang Laaye Sang,” stirred controversy as well. In each instance, the PR strategy had to pivot from celebration to damage control in no time.
The Cost of Staying Silent
Staying silent comes has its own repercussions. When nationwide protests erupted during the CAA-NRC debates or the farmers’ agitation, brands like Google and Amazon remained largely mute, facing criticism for their selective activism. In contrast, during global movements like Black Lives Matter, many of the same companies were vocal and visible in their support.
This inconsistency didn’t go unnoticed. Indian netizens, especially the younger demographic, increasingly expect brands to show up — not just when it’s convenient, but when it counts. And this expectation is being weaponized on social media where “brand silence” can turn into trending hashtags questioning their integrity.
Global vs Local paradox
Multinational brands operating in India walk a tightrope. On one hand, global brand guidelines often encourage statements in favour of inclusion, equity, and human rights. On the other, the Indian market often demands apolitical or culturally conformist messaging to avoid backlash. This friction forces Indian PR and marketing teams to craft hyper-local, calibrated messaging that walks the line — often conveying a lot without saying anything definitive.
This tightrope walk has led to the rise of what some call “performative PR” — safe, vague campaigns about unity, tradition, and progress that aim to generate engagement without offending anyone. However, with the rise of digital activism and citizen journalism, such neutrality is becoming tougher to defend.
Who’s Getting It Right?
Interestingly, homegrown brands have managed to take a stand more authentically. Zomato’s cheeky tone and Swiggy’s occasional nods to pop culture controversies have created a space where brands can appear politically aware without being overtly partisan. The key is tone and timing — a carefully placed message that is witty, empathetic, and relevant can earn loyalty without attracting fury.
What’s the Way Forward?
Public Relations today isn’t just about managing reputation — it’s about embodying values. For brands operating in India, this means:
- Know Your Audience Deeply: Understand regional sensitivities. What works in Bengaluru might backfire in Bhopal.
- Pick Battles That Align with Brand Values: Don’t jump into every trending topic. If your brand has stood for sustainability, then speak on climate. If it’s rooted in women’s empowerment, speak on gender issues.
- Have a Crisis Response Plan Ready: In today’s cancel culture, even well-meaning statements can be misinterpreted. A proactive and empathetic crisis communication plan is essential.
Conclusion
In India’s evolving democracy, where citizens are more informed and more vocal than ever before, PR must evolve from a protective shield to a platform for purpose. Brands can no longer afford to be apolitical bystanders if their audiences — especially Gen Z — expect them to stand up and speak out.
Taking a stand in India isn’t just about being bold. It’s about being honest and above all, being consistent. The politically unapologetic brand is no longer an anomaly — it’s fast becoming a necessity.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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