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Compact case
Case
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Reference no. 516-0165-1
Subject category: Marketing
Authors: Alok Kavthankar (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2016
Length: 3 pages
Data source: Published sources
Topics: Brand endorsement; e-Commerce; Advertising; Brand image; Celebrity endorsement
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Abstract

The case discusses the backlash faced by the India-based e-Commerce company, Snapdeal, in the wake of its brand ambassador, film actor Aamir Khan (Aamir) expressing his concern and despondency over the rising intolerance in India. Outraged by Aamir's comment, many Indians tagged the comment as blasphemous and demanded that Snapdeal disassociate itself from Aamir Some people also downgraded or deleted the app from their mobile devices. But the whole incident had an unexpected outcome, with a spike in the number of downloads of the Snapdeal app.
Location:
India
Industry:
E-Commerce marketplace
Size:
Medium
Other setting(s):
2015
Teaching note
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Reference no. 516-0165-8
Subject category: Marketing
Authors: Alok Kavthankar (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2016
Length: 3 pages
Data source: Published sources
View full details

About

Abstract

The case discusses the backlash faced by the India-based e-Commerce company, Snapdeal, in the wake of its brand ambassador, film actor Aamir Khan (Aamir) expressing his concern and despondency over the rising intolerance in India. Outraged by Aamir's comment, many Indians tagged the comment as blasphemous and demanded that Snapdeal disassociate itself from Aamir Some people also downgraded or deleted the app from their mobile devices. But the whole incident had an unexpected outcome, with a spike in the number of downloads of the Snapdeal app.

Settings

Location:
India
Industry:
E-Commerce marketplace
Size:
Medium
Other setting(s):
2015

Related

Teaching note
-
Reference no. 516-0165-8
Subject category: Marketing
Authors: Alok Kavthankar (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2016
Length: 3 pages
Data source: Published sources
View full details