question hour. Brands and bans

Brands and bans

With the clamour around food bans, like the one on beef, do you think brands are likely to be affected as well in the medium term?

Hyderabad

Valli, the food-choice controversy of the moment is a momentary one for now. I am sure this will pass. I only wish this food jingoism would be all about reducing the intake of salt in our foods, or that of reducing oils and sugar. But no, we tend to choose animals in this debate. Vegetarianism is a point to debate, for sure. Why not that?

When food jingoism is all about healthy and healthy living, it makes a point that resonates far better than any else. For instance, if you were to say red meat is bad for health and is an issue with the cholesterol problem assuming the proportions that it has, it makes a point that is rational and logical. When you use religion to do the same, the negative sentiment occurs. The CM of Karnataka, for instance, who has never ever eaten beef, claimed the other day at a public function he would taste beef just for the sake of this debate.

In terms of brands, I do believe there could be a keener examination in the case for processed packaged foods and beverages in the medium term. This has happened in the past. This could cover the QSR (quick service restaurant) segment as well. Take, for instance, the beef tallow controversy of McDonald’s in the past in India. Five-star hotels in India boast of beef on their menu. This could be up for scrutiny. Even smaller restaurants could be up for scrutiny. In terms of packaged food and beverage brands, animal-based gelatine could be an issue as could taurine. The worst case scenario is when this debate enters the realm of medicines and pharma-care products. Ouch!

Is a Twitter handle important for a brand?

Kochi

Jayesh, totally, totally important. Twitter allows every Tom, Dick and Harish to publish. Twitter is a broadcast micro-blog as well as a search medium for hashtags that resonate with consumers. Brands need to have a Twitter handle. It makes their search possible. In addition, it lends brands an ear to what is being said about them. It allows brands to broadcast their part of the story as well. Twitter is good in times of peace, as it is good in times of war. By that I mean in times of crisis. A classic example is the recent Maggi episode. In crisis management, and in the space of keeping a finger on the pulse of the consumer, Twitter to me is an early warning signal. It helps me assess raw feedback that is consumer-rustic and consumer-real.

Personally, to me, Twitter is a quick way of connecting with your personal and brand followers. Recently I tweeted a very cute post-box visual from Bengaluru. My followers loved it. I couldn’t have reached out quicker to my audience of followers and their followers as well (in terms of re-tweets), if not for Twitter.

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