Food and beverage companies plan response to fake videos

Food and beverage brands are increasingly finding themselves under threat from fake videos or posts with misleading claims about their products across social media platforms.

While companies are bolstering their efforts to take down such malicious content, experts believe they will need to put in place proactive strategies rather than be reactive to protect their brands.

In recent times, companies such as PepsiCo India, Jubilant FoodWorks, ITC and Patanjali have had to defend their brands against misleading videos. From aggressive communication strategies to legal measures, companies are doing it all to ensure consumers are not misled by false and unsubstantiated claims about their brands.

“Every company will need to put in place strong digital vigilance mechanisms that can help them swiftly take down such videos or posts before irreparable damage is done,” says Brand expert Harish Bijoor .

Companies such as PepsiCo India, for instance, follow a three-pronged strategy to safeguard brand equity. The snacks and beverage major has a digital command centre called PEP Pulse that monitors social media chatter about its brands, and swiftly responds to consumer queries. In addition, it conducts regular stakeholder outreach programmes such as influencers’ meets, plant visits and retailer campaigns. Thirdly, the company also takes legal action when the brand is targeted with malicious content that threatens its brand equity.

Boardroom conversations

Mayank Shah, Category Head, Parle Products, believes creating a community of brand advocates is crucial in this era of social media. “Social media is a twin-edged sword that is an important communication tool for brands but at the same time can also cause a lot of harm. Companies need to be proactive in managing their online reputation and need to focus on developing brand advocates,” he added. Brand experts also believe the time has come to take brand trust and brand reputation seriously at the Board level. N Chandramouli, CEO, TRA, which publishes the Brand Trust Report, said brand trust will need to become part of boardroom conversations.

“When caught in a controversy, brands should quickly react and follow the strategy of over-disclosure instead of under-disclosure. At the same time, as part of the long-term solution, companies will need to task someone at the Board level to focus on brand trust and reputation. Some progressive companies have already started doing this,” he added.