Just when everything seemed to be moving at perfect pitch for ITC’s Rs 42 billion Aashirvaad brand, a six-month old fake video that claims the conglomerate mixed plastic in its flour has found fresh legs on social media and pushed the company’s crisis management team into a state of high alert.
ITC has launched a campaign countering the allegations, lodged police complaints in three cities and garnered industry support to stop the spread of such videos. No company wants a rerun of the Maggi crisis, say brand experts, while an ITC official said the company has thought ...
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First Published: Mon, March 19 2018. 20:31 IST
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