In April 2023, an issue emerged around the elevated level of sugar found in Mondelez India’s nutritional beverage, Bournvita. The sequence of events began with the posting of a 90-second video by a prominent social media influencer, which rapidly gained widespread attention, accumulating more than 12 million views within a short period. The video emphasized the high amount of sugar in Bournvita and brought attention to the company’s transparency procedures. Mondelez India, owner of the Bournvita brand, promptly refuted the assertions put forth by the influencer and categorized the video as “unscientific.” In response to the accusations levelled against it, Mondelez India opted to issue a legal notice to the individual responsible for creating the video. The company’s legal action yielded positive results, as the influencer ultimately removed the video and issued an apology to the company. Nevertheless, public opinion remained mostly unaltered, and the dispute persisted on many social media sites. The leadership team faced a series of inquiries in the following weeks on the wisdom of issuing a legal notice to the social media influencer. Did Mondelez India effectively address the crisis and utilize the appropriate communication channel? What message should Mondelez India have conveyed and what was the most effective method to do so?
The Women's Premier League (WPL) final was contested on March 25, 2023, the atmosphere at the crowded Brabourne Stadium mirrored the phrase for which the competition became famous: "Ye Toh Bas Shuruat Hai" (This is just the start). Fans filled stadiums throughout the event to support the best female cricket players in the world. But the event's organizers did not give themselves the best opportunity to enable the franchises to connect with local fan bases. What more measures could the Board of Control for Cricket in India (BCCI) undertake to increase attendance at WPL games? How could they market and position the WPL more effectively among viewers? How should they analyze the values created by the WPL for the viewers?
In March 2023, Reliance Consumer Products Limited announced the relaunch of Campa Cola, an iconic soft drink brand in India that was discontinued almost two decades earlier. The company acquired Campa Cola for US$2.7 million in 2022 to capitalize on the brand nostalgia and the appeal of a domestic brand offering high-quality aerated beverages at affordable prices, believing that Campa Cola had a deep connection with Indian consumers due to its unique taste and flavour. However, to be successful in the competitive market dominated by two global giants in the soft drink industry—The Coca-Cola Company and PepsiCo Inc.—Reliance Consumer Products Limited had to craft a meticulous strategy that should address three significant challenges: create a customer value proposition, set the right pricing strategy, and trigger brand nostalgia to appeal to all market segments across generations. However, the company would have to take a leap of faith and assume a great risk. Could Campa Cola emerge as a viable competitor in India’s soft drink industry?