We live in an era where redemption isn’t just a possibility in the realm of public relations, but a full-blown strategy. Welcome to the world of “Revenge PR”—a strategic rebranding exercise that helps brands to not only recover from a controversy but mount a strong comeback.
Brands in our country are no strangers to consumer backlash—be it tone-deaf campaigns or product flaws that ultimately leads to social media uproars. But what’s interesting in recent times is how several companies have responded to a crisis not only with a “sorry” but also by rejigging their entire narrative.
Let’s explore how some brands faced the fire—and then turned the flame into fuel.
From Crisis to Comeback: The Case of Mamaearth
Last year, Mamaearth faced severe backlash after a social media user’s post on the authenticity of its natural and organic claims went viral. Consumers went on an overdrive by scrutinising ingredient lists, and influencers were quick to jump on the criticism bandwagon.
Instead of opting to stay silent, Mamaearth’s leadership, including CEO Ghazal Alagh, responded to critics on social media, expressing disappointment over the negativity. Alagh reaffirmed Mamaearth’s commitment to product quality and openness to feedback. In addition to public engagement, Mamaearth initiated internal reforms to rebuild trust, and enhanced its product formulations, improved transparency, and reinforced quality assurance processes. These efforts were part of a broader strategy to align the brand more closely with consumer expectations and regulatory standards. By directly addressing concerns and implementing strategic reforms, the brand was able to navigate a tricky period.
Brands That Bungled the Bounce Back
Of course, not every comeback attempt lands.
In January 2024, a prominent food delivery startup (not Zomato or Swiggy) tried to rebrand after an expose revealed internal wage exploitation of delivery partners. Instead of tackling the issue head-on, the brand launched a feel-good campaign celebrating “delivery heroes,” complete with smiling faces and upbeat music.
The internet wasn’t having it. The lack of actual policy change, zero third-party audits, and a PR-first approach (rather than HR-first) resulted in further backlash. Influencers dubbed it “manipulative optics,” and the brand ended up pausing the campaign within a week.
Lesson learned? Revenge PR only works if the change is real.
Embracing flaws with flair: The Blinkit-Blinkback
Blinkit, the quick-commerce app, witnessed delivery delays in metro cities during the January 2024 cold wave. Consumers took to X (formerly Twitter), sharing stories of unfulfilled orders and delayed groceries.
Instead of going defensive, Blinkit doused the situation with wit and transparency. For instance, on New Year’s Eve, the company shared a quirky exchange between a customer and a support executive, where the former jokingly asked if the delivery rider could stay back to celebrate, to which Blinkit quipped, “Akash has left the chat”. This self-aware and humorous take resonated with users, turning potential criticism into appreciation.
This cheeky, self-aware approach turned the tide. Blinkit was back in users’ good graces not because it claimed perfection, but because it admitted flaws with flair.
Why Revenge PR Works in India
India’s consumer base is emotional and highly vocal. But it’s also deeply forgiving—especially when brands show humility, humour, and genuine intent to improve. This is why revenge PR works so well here. It’s not about wiping the slate clean—it’s about rewriting the story, page by page, in public.
The Blueprint for a Good Revenge PR Campaign
So, what separates smart revenge PR from tone-deaf damage control? Here’s what brands need to remember:
- Acknowledge the issue – Not with jargon, but with human lingo.
- Implement real, visible change – PR without policy is futile.
- Empower the community – Let consumers and employees co-create the comeback.
Conclusion: Backlash is Inevitable, But So is Reinvention
In 2024, Indian brands discovered a powerful truth—you can’t run from a PR disaster, but you can very well use it to evolve. Whether it’s through transparency, humour, or a bold pivot, “Revenge PR” is less about vengeance and more about victory through reinvention.
After all, it’s not the crisis that defines a brand. It’s how the brand chooses to rise after the fall.
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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