Teaching Note: the perils of moment marketing: a case of Bombay Shaving Company

This case highlights the intricacies of using moment marketing and its associated risk. The case concerns a controversial newspaper advertisement published by Bombae, a sister concern of Bombay Shaving Company (BSC), addressing the online trolling of a young female student, a Class 10 topper, because of her noticeable facial hair. The event prompted the company to create a print advertisement to demonstrate support and solidarity with the girl. The campaign faced criticism for blurring the line between brand advocacy and commercial intent.

The company’s chief executive officer, Shantanu Deshpande, defended the campaign through his LinkedIn post but faced massive backlash...