"A STUDY OF CONTROVERSIAL BRAND CAMPAIGNS AND ADVERTISEMENTS: BREAKING OR BUILDING THE BRAND IMAGE: EXAMINING PUBLIC PERCEPTION IN THE DIGITAL ERA"

This research paper investigates the impact of controversial advertisements on brand perception in India’s culturally diverse and sensitive society, focusing on how consumers perceive such ads and their influence on brand image. Using a mixed-method approach, the study combines structural content analysis of ten notable controversial Indian ads with a quantitative survey assessing public responses across demographics. Findings reveal that advertisements addressing sensitive themes like religion, gender roles, and cultural norms often provoke offence, leading to public outrage and reputational harm. While some campaigns successfully capture attention and generate buzz, many socially driven ads are misinterpreted, especially when challenging traditional beliefs. The research highlights the powerful role of social media in amplifying controversies, where a single post can trigger viral debates, increasing both support and backlash. This underscores the importance for brands to actively monitor online discourse and respond swiftly to criticism. The study emphasises the necessity of clear, culturally sensitive messaging, urging brands to balance creativity with social responsibility to avoid violating audience values or ethical standards. Ultimately, it concludes that thoughtful communication strategies and timely crisis management are vital for maintaining brand credibility and effectively navigating public sentiment in controversial advertising within the digital era.