Not every marketing campaign becomes a CRED or Spotify Wrapped. Some fall flat despite big budgets and celebrity endorsements. In this Content Lab edition, I dive into a failed or underwhelming campaign, break down why it didn’t work, and reimagine how it could’ve been better — creatively and strategically.
Context:
Tanishq launched a Diwali ad featuring an interfaith couple. Despite its message of unity, it sparked massive backlash online and was pulled within days.
Cultural sensitivity: The ad entered polarizing territory during a sensitive time in India’s socio-political landscape
Timing & Tone mismatch: Diwali + communal angle = emotional friction
Social Listening Gaps: Lack of anticipation for online sentiment and trolls
No preemptive PR: Brand wasn’t ready for the kind of narrative spin the internet gave it
1. Contextual Microtargeting
→ Segment the campaign by region, belief systems, or cultural tone — not one-size-fits-all
→ Use more localized storylines rooted in tradition, not controversy
2. Pre-Launch Social Listening
→ Run sentiment checks using tools like Brandwatch or Google Trends
→ Detect early red flags and adjust tone accordingly
3. Narrative Framing
→ Instead of "ideal interfaith harmony", reframe as "celebrating shared values across families"
→ Focus on emotions and unity, not identities
4. Crisis-Ready Strategy
→ Pre-plan a PR response
→ Line up influencer support to diffuse criticism
→ Clarify the brand intent publicly — don’t vanish
Campaign Name: “Many Lights. One Home.”
Tagline: Celebrating the traditions that bring us together.
Visual: 3 different families, all prepping for Diwali — one Muslim, one Christian, one Sikh. They each share Diwali sweets with their Hindu neighbors.
→ This reframes togetherness without triggering polarization.
Not every flop is a failure. It’s a lesson in nuance, timing, and empathy.
Brands today walk a tightrope — the Content Lab exists to study where they trip and how to help them walk better.