Abstract

Extant marketing communication approaches may not adequately avail digital and traditional media options effectively. A planned response methodology is thus imperative to avert any crisis while strategizing to complement diverse media platforms to an organization’s advantage. In 2015, Nestle India was indicted with violation of food safety compliances for “Maggi”- instant noodles by FSSAI -Indian food regulator. An ungainly response from Nestle quickly precipitated a simple procedural situation into a crisis of epic proportions. Though Nestlé India’ was absolved for unsubstantiated claims, yet it had to feverishly strive for making headway to win over stakeholders trust. It is apparent that Nestlé's crisis was affected by its dated corporate culture, while being aggravated by its pace to communicate and counter any tainted portrayal. Moreover, the issue got escalated and rife because of social media; hence the question is on the applicability of conventional crisis communication strategies in digital era. This brief case attempts to recognize the need to address the factor of speed and intricacy to crisis communication along with the dimension of transparency, and quick social response by using digital era strategies.