Skin in the game
Alok Mahajan
Strategic Leader with deep sales & marketing experience | Driving Brand Evolution and Business Transformation | COO at Tropilite Foods
There is nothing wrong with the Tanishq Ekatvam ad.
There is nothing wrong with people expressing their dislike / disagreement with the ad. If a lakshman-rekha is crossed in such expression, the law & order machinery is available.
There is nothing wrong with Tata's deciding to withdraw the advertisement. It is ultimately a commercial decision.
And there is nothing wrong with a certain set of customers now thinking of Tanishq as a shallow brand. It is good to win accolades with heart warming socially relevant messaging which creates a "higher-purpose" halo around the brand. However, any strategy that is slightly "edgy" will have a potential downside as well. And a brand/company which wants only the benefit (upside) and is not willing to pay the occasional cost (downside) by digging in its heels reveals its convictions to be shallow-rooted.
Not enough skin in the game.
Strategic Leader with deep sales & marketing experience | Driving Brand Evolution and Business Transformation | COO at Tropilite Foods
4 年Abhinav Mathur I guess we expect more from some brands / some corporate groups than others !
Coffeepreneur | CEO at Something's Brewing & Kaapi Machines
4 年The bigger the brand, the higher the stake, the less skin in the game they want to have.. It's more about risk aversion and conservation.. Very few counter examples.. Maybe Starbucks?
Director at Geo Realtors P ltd
4 年True a brand needs skin in the game, surely creative does the vetting process, there will be pro and con , but still if it boomerang then we need scapegoats, truth is consumers are taken for a joyride , sometimes in creating a thrill or emotional sense , we stir a beehive