Authors

1. Dr. Kavya Saini
3. Dr. Sheenu Jain
4. Dr. Gargi Sharma

Affiliation

• Associate Professor, International School of Informatics & Management, Jaipur
• Co-founder, IIHMR Foundation, Chair – CIIE, Associate Professor, IIHMR University, Jaipur
• Associate Professor, International School of Informatics & Management, Jaipur

Abstract

Nestle India was the target of social media vitriol for a wrapper design for one of its famous chocolate
KitKat in January 2022. Numerous consumers used social media to mock the KitKat wrapper for
offending the Hindu community's religious sensitivities since the wrapper featured images of Lord
Balabhadra, Jagannath, and Mata Subhadra. As a result, many pieces of KitKat had to be taken off
the market. Earlier, this campaign was also adversely trolled on social media for its factual error.
Nestle KitKat is known for its creative campaigns. Should the company continue with the current
campaign, irrespective of the recent setbacks, or choose a different campaign to attract young
customers? Could the recent backlash be seen as a catalyst for reassessing the brand? The decision
could have an impact in the long run and could also harm intermediate businesses.

Keywords

Social Media, Campaign, Nestle, Controversy Backlash, Chocolate

References

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