Synopsis
Brands are constantly looking for opportunities to build recall and connect with their customers. In doing so, they must take into consideration aspects around individual privacy, consent, and fair trade, failing which, the brand runs the risk of getting tarnished.
The writer is a counsel with Trilegal. Views are personalThe news of PV Sindhu taking some well-known brands to court followed close on the heels of her historic bronze medal at the Olympics. These brands had put up congratulatory posts on social media using Sindhu’s name and image, and appeared to be capitalising on her achievement to increase their brand visibility.
This technique of “moment marketing” has been used by some brands to great
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