Fortune Rice Bran`‘Heart Healthy Oil` Brand Ambassador Suffers a Heart Attack
|
Case Code: CLMM161 Case Length: 7 Pages Period: 2021 Pub Date: 2021 Teaching Note: Available |
Price: Rs.200 Organization: Adani Wilmar Limited Industry: FMCG Countries: India Themes: Branding Strategy, Communication Strategy Entrepreneurship |
Abstract
The case study discusses the Fortune Rice Bran Health Oil fiasco that occurred when its brand ambassador, 48-year-old Sourav Ganguly, President of the Board of Control for Cricket in India (BCCI) and former captain of men’s National Cricket Team, suffered a heart attack. It was a tough situation for the company as a whole and for the Fortune branding team in particular, as the oil brand had positioned itself as a healthy oil for the 40 plus age group. The brand manager had to take quick action to control the damage caused by the incident.
Issues
- To understand how a brand manager should respond to a crisis situation.
- To explore how a brand manager should communicate at the time of a crisis.
- To understand how to safeguard a brand from social media backlash.
- To explore the possible options in front of the company when its brand ambassador suffers an untoward incident.
Introduction
On January 2, 2021, Sourav Ganguly (Ganguly), President of the Board of Control for Cricket in India (BCCI) and the former Indian men’s national cricket team captain , complained of chest pain during his regular workout session at around 11 a.m. at his home in Kolkata, India, and was rushed to the city-based Woodlands Hospital by his family. Doctors attending on him reported that he had suffered a mild heart attack and had to undergo angioplasty. The news came as a shock to cricket fans as he was just 48 years old, and was known to maintain a healthy lifestyle.
Ganguly was also the brand ambassador of various brands including Fortune Rice Bran Health Oil, promoted by Adani Wilmar Limited (AWL). The brand positioned itself as a healthy oil for the 40 plus age group. Ganguly’s heart attack set off a huge storm in the social media. AWL came under sharp criticism from all parts of the country after its brand ambassador suffered a heart attack. It was a tough time for the whole company, especially for the Fortune branding team. The brand manager had to take quick action to control the damage.
Keywords
Respond in a Crisis Situation; Social Media Backlash; Branding Communication;Brand Positioning; Developing Effective Communication; Message Strategy; Creative Strategy; Message Source; Source Credibility; Communication Strategy; Sourav Ganguly; Adani Wilmar; Fortune Rice Bran Health Oil
Buy this case study (Please select any one of the payment options)
| Price: Rs.200 |
Price: Rs.200 | PayPal (4 USD) |
