Physics of brand activism: For every strong belief, there will be equal disbelief

Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.

This article is part of a Spotlight series on how brands in India can take a stand and communicate effectively. Read more

Until a decade ago, the Indian marketing world was deeply divided on the subject of brands taking up social issues. One camp wanted to applaud and emulate. The other was inclined to look at it as a fad, something that would take the brand manager to