Brands Crossing the Laxman Rekha?

‘Religion is the opium of the people’, Karl Marx once famously said. In today’s world, it might as well be the cause of an outrage. With social media acting as a megaphone, advertising campaigns that touch upon religion or culture often find themselves at the centre of heated debates. The recent backlash against OYO’s print ad, which was accused of hurting religious sentiments, is the latest in a growing list of marketing campaigns that have been burnt in the ‘Agni Pariksha’ for brands.
From Tanishq’s interfaith wedding ad to Fabindia’s ‘Jashn-e-Riwaaz’ campaign and Dabur’s Karwa Chauth commercial, brands have repeatedly faced accusations of disrespecting traditions or attempting to alter cultural narratives. In many cases, the backlash has led to ad withdrawals, public apologies, and damage control strategies, raising important questions about the fine line between creative storytelling and cultural sensitivity. As brands continue to navigate this complex landscape, the challenge is not just about avoiding controversy but understanding the evolving sentiments of the audience. Where does one draw the line between bold marketing and offensive messaging? And in an era where outrage spreads faster than fire, how should brands respond when they find themselves in the eye of the storm?
“Consumers are sensitive beings. True to their nature, consumers would be sensitive about anything that hurts their religious, cultural or social beliefs. Marketers need to keep this in mind,” says Harish Bijoor, Business & Brand-strategy Expert. He emphasises that the key question is not whether it’s a sign of growing consumer awareness or growing customer resistance to ideas and thoughts, but rather, what does the consumer feel? Brands must toe that line, come what may!
Bijoor strongly believes that brands must avoid religion and politics, calling them two sacrosanct realms which cause a great degree of customer chemistry and tumult. “If you avoid politics, religion and culture, you will do well. There’s so much else to focus upon, why focus on these themes at all? My belief - the business of business is business. Mind your business! ?In the era of social media, a small little pin drop gets magnified to be a high-decibel social bomb. Therefore, all the more reason for brands to stay sensitive, be sensitive, and avoid controversial subjects such as politics and religion,” asserts Bijoor.

In 2022, Zomato found itself in the middle of a controversy when an ad featuring Hrithik Roshan suggested ordering food from ‘Mahakal,’ referring to a restaurant. However, priests from Ujjain’s Mahakaleshwar temple and Hindu groups took offence, interpreting it as a reference to the revered deity. The backlash prompted Zomato to issue a clarification and modify the campaign to avoid further misunderstandings.
Addressing the Zomato ad controversy, Pranoy Kanojia, Head of Planning - New Delhi, Enormous, the agency behind the ad, clarifies, “The ad in question is an AI-generated response, relying solely on data fed into a predefined template that includes the city name, serviceable pin codes, and restaurant partners. This data is provided by the client based on the restaurants they can service, with no creative strategy involved in selecting specific names. The brand had already issued a clarification, emphasising that the reference was to Mahakal Restaurant and not Mahakal Temple. The issue is more about an unclear consumer promise rather than an intentional attempt to hurt religious sentiments, as it was perceived.”
Kanojia finds the OYO ad controversy almost comical, reflecting the current state of affairs in the country. He explains, “At its core, it’s just a bad ad—opportunistic, with no real idea or insight. But the backlash is even more absurd. The ad references ‘Bhagwan’ or ‘God,’ a generic term for a higher power. So, who exactly is offended, one religion or all? What’s the issue? That God is everywhere? Or that God is being likened to OYO, a brand with its own consumer perception? It’s a bizarre situation—poor advertising, misplaced outrage. Best to laugh it off, reflect on where things are headed, and move on.”
Just about one year ago, Manyavar Mohey’s 2021 ‘Kanyamaan’ campaign featuring Alia Bhatt also found itself in a similar storm. The ad aimed to offer a fresh perspective on the traditional ritual of Kanyadaan (giving away the daughter at her wedding), advocating instead for ‘Kanyamaan’ (respecting the daughter). While the message resonated with many for its progressive stance on gender equality, it also sparked criticism from those who felt it undermined long-held traditions, leading to boycott calls on social media. This controversy reflected a recurring challenge for brands: navigating cultural narratives while balancing modern perspectives with deep-rooted beliefs.

“Honestly, we did not anticipate the kind of adverse response the campaign received from certain sections of the audience,” says Shreyansh Baid, Founder & CEO, Shreyansh Innovations. He emphasises that the intent was always clear—to elevate the pride, respect, and dignity of women within the context of wedding traditions. At no point did the team expect the messaging to be seen as controversial.
“However, the response made us realise the deep emotional and cultural sensitivities attached to these traditions. That said, the brand continues to stay true to its progressive storytelling. The only shift has been adding a layer of caution to ensure that the messaging sparks meaningful conversations without unnecessary polarisation. It’s about striking a balance, bringing fresh perspectives while respecting the sentiments that people hold dear,” he further adds.
“Outrage isn’t the enemy, misalignment is,” states Harshil Karia, Founder, Schbang. He explains that brands don’t face backlash simply for being bold but when there is a disconnect between intent and execution. The key isn’t to avoid difficult conversations, but to ensure that when brands engage with culture, they do so with depth and not opportunism.
Karia cites Britannia Good Day’s #AGoodDayAtMahaKumbh as an example, he states, “A campaign that didn’t manufacture a message but documented lived experiences. By capturing 144 real stories from the world’s largest spiritual gathering, Britannia didn’t just ‘show up’; it became a custodian of human connection. That’s the difference when a campaign is built on real insight rather than surface-level representation; the audience sees itself in the story, and brands earn trust, not controversy.”
“The whole bold vs. cowardly debate misses the point. The real question is—are we being smart? Are we pushing boundaries just for the sake of it, or do we have something meaningful to contribute?” asks Dhruv Chauhan, Creative Director, RepIndia. He stresses that self-censorship kills creativity, but so does blind provocation. Instead of avoiding sensitive topics altogether, Chauhan believes brands should approach them with respect and intelligence—doing their homework, understanding cultural nuances, and truly listening to the audience they are trying to engage. “Frankly, a lot of these controversies are completely avoidable. They happen when brands try to be edgy without understanding the context. It’s lazy. And it’s disrespectful.”
Chauhan also highlights that if an ad is tone-deaf or insensitive, backlash is inevitable—and rightly so. “Social media, being a megaphone, will amplify every voice. Brands are more vulnerable now, but that’s a good thing! It keeps us honest. It forces us to be more thoughtful, more responsible, and more human. The problem isn’t social media. The problem is when we treat the audience like they’re naive,” he argues.
“As a planner, I believe it’s the responsibility of the planning team to bring the consumer into the creative process,” says Kanojia. He goes on to add, “It ultimately comes down to how well planners can gauge consumer sentiment and how sharply we define the target audience—who the message is meant for. It’s on us to educate both the creative team and clients about cultural nuances. That’s where it starts. From there, the combined wisdom of creative minds, along with tools like ad concept testing, can help ensure the message stays on track without causing unnecessary distractions for the brand.”
“Navigating this space in India is extremely challenging, if not impossible, because of the diversity of thoughts, beliefs, and traditions across the country. Any attempt to bring a fresh perspective to cultural narratives is bound to be interpreted in multiple ways, sometimes even leading to backlash. Additionally, in today’s environment, certain narratives become flashpoints. This makes it even more difficult for brands to engage in progressive storytelling without unintentionally stepping on sensitive ground. The key lies in striking a balance, bringing forward meaningful conversations while ensuring that they remain inclusive and respectful of varying perspectives,” explains Baid.
Today, brand messaging is under more scrutiny than ever, and the line between bold storytelling and cultural sensitivity has never been thinner. It’s a bit like walking a tightrope—lean too far one way, and you lose your audience; too far the other, and you lose your impact. The key isn’t to avoid sensitive topics altogether but to engage with them thoughtfully, like the best filmmakers and storytellers do. After all, the most powerful messages aren’t just provocative—they’re meaningful, respectful, and built to last.