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Bombay Shaving Company: Bullying Through the “Never Get Bullied” Campaign
內容大綱
In April 2024, Shantanu Deshpande found his company embroiled in a controversy on social media, the origin of which was a print advertisement by the company in support of a young girl who was getting bullied online for her facial hair. Bombay Shaving Company had been accused of using the girl’s bullying to promote their female grooming brand. In an attempt to address the controversy, Deshpande shared the advertisement on his LinkedIn page, proclaiming the genuine intention of the company to stand by the teenager. But this attempt only escalated the reputational crisis. Which strategic communication choice should Bombay Shaving Company have made in the wake of social media backlash, regarding the issue of imposing beauty standards on women?
學習目標
The case puts the students into the shoes of Deshpande, founder and chief executive officer of Bombay Shaving Company, and leaves them to decide how to handle the allegations of being misogynistic and opportunist and how to manage the social media crisis. Working through the case and assignment questions, students will:<ul><li>Become aware of and avoid unintended gender biases in their external communications.</li><li>Appreciate the significance of the sensitivity of gender-based issues in advertising communications.</li><li>Understand the ethical communication framework.</li><li>Understand marketing communication as a strategic tool to create right perceptions about one’s brand.</li><li>Create a corporate response in a crisis management situation, using all the tools at hand, especially social media.</li></ul>