In the age of digital media, brands look to master the art of the gab

In the pursuit of online popularity, many brands have turned voluble and socially aware. But it is a thin line between engagement and disenchantment, say experts

When the recent controversy over ball tampering by Australian cricketers broke out, Manforce India released a cheeky Twitter ad (#PamperNotTamper) with an image of two cricket balls and said, ‘Pamper, not tamper. Play fair, play safe and enjoy the game of love.’ Air New Zealand too had turned in a quick one, asking the banned cricketers to fly off to a safe haven but that was later withdrawn. These are not isolated examples; as brands look for acceptance and engagement on digital media platforms, no controversy or event or festival is left out of the ambit of their conversation with