Amul’s topical ads have for decades balanced the fine line between humour and sensitivity

Recently, social media was abuzz with the revelation that select employees at Lenskart were enjoying certain privileges that others were being denied. Lenskart initially denied the allegations, and then came up with feeble acknowledgements and some light acceptance, which made the whole situation worse. Very quickly, the company offices and retail outlets were under relentless social media pressure to reveal the goings-on. The Lenskart incident is symptomatic of a larger issue. Startups celebrate disruption, but in between moving fast and breaking things they should also realise that if you break trust then society will push back harder than any regulator or competitor will.

Startups often underestimate this because they are wired for speed, not sensitivity. Founders obsess over product-market fit, customer acquisition costs, growth momentum and term sheets but ignore the fact that markets are not just economic systems but also social ecosystems layered with identity, belief, and emotions.

To be fair, even established brands have had their share of such controversies. Fabindia, Manyavar, Tanishq, Nalli Silks, and Malabar Gold and Diamonds have faced heat over their festive season advertising. Consumers are no longer passive watchers but vocal stakeholders. A single tweet can snowball into a reputational crisis and brands have nowhere to hide, because screenshots are permanent.

To avoid such missteps, consumer startups must bring in a cultural radar in their decision making, whether in creating an advertising campaign or crafting internal processes and regulations for employees. A simple rule I religiously (pun unintended) followed in my startups was to treat all employees equally and fairly. Provocative media campaigns are fine as long as they sell a compelling proposition, but not to just create controversy and go viral. Finally, if things go wrong, founders must apologise unequivocally and with humility — a trait that strangely seems missing in many founders.

Of course, some brands have also got this right. Amul has mastered the art of being topical yet culturally rooted, balancing the fine line between humour and sensitivity for decades. Tata Tea’s ‘Jaago Re’ campaigns have engaged with social themes while respecting public sentiment. Startups like Mamaearth and Paperboat have leaned into the local context to build trust without courting sensationalism.

Mainstream startups are now shaping consumer behaviour. With that scale comes responsibility. Growth is no longer just about market share but also earning an approval licence from society.

(The writer is a serial entrepreneur and best-selling author of the book ‘Failing to Succeed’; posts on X @vaitheek)

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Published on May 11, 2026