How delivering the right message is tough for brands during a crisis

Why did Nike's ad resonate? And why Kent's backfired...

Shubhomoy Sikdar
Last Updated at June 4, 2020 03:35 IST

or gaffes like the now-withdrawn Kent ad (see screenshot), the onus is mainly on the agency as to what it does with the brief given by the client, say experts

For gaffes like the now-withdrawn Kent ad (see screenshot), the onus is mainly on the agency as to what it does with the brief given by the client, say experts

The atta maker advertisement by Kent RO Systems and Nike’s anti-racism “Don’t do it” campaign are miles apart — by geography, context and relevance. What binds them, however, is the fact that each was responding to an ongoing crisis and instantly became a talking point.

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