One of the toughest calls we handled came from a founder who discovered a viral Twitter thread accusing their brand of misleading advertising. They were two days away from launching a major influencer campaign. By the time we were looped in, the story had already reached the media.

The campaign never went live.

That is the thing about crises. They rarely knock.

In India, where social media backlash, regulatory scrutiny and cultural sensitivity collide, a crisis can start in hours and escalate in minutes. And yet, many brands still treat crisis communication as a reaction instead of a readiness strategy.

We have worked with clients across sectors including Tech, F&B, Pharma and Real Estate. One pattern stands out clearly. The brands that navigate reputational threats successfully are the ones that had a plan long before they needed it.

Not Every Crisis is a Scandal, but Every Crisis is a Perception Risk

A crisis could be a product recall, a data leak, an employee dispute or even a viral customer complaint. What matters is not just what happened. It is how you respond.

A delayed or defensive response often causes more damage than the issue itself. Crisis response is not just a communications problem. It is a business continuity challenge.

Build Muscle Memory before you are Tested

When we on board new clients, especially in sensitive sectors, we approach crisis planning the way you would approach fire drills.

• We help draft holding statements.
• We set up clear internal escalation maps.
• We media train spokespeople under pressure scenarios.

Because when chaos strikes, you will not have time to debate tone or cross-check legal copy repeatedly. You will need clarity, speed and calm.

Internal Alignment is Half the Battle

One of the biggest reasons brands fumble during crises is internal miscommunication. Legal teams seek silence. Marketing teams push for speed. Founders want reassurance.

We have seen how a well-prepared internal team, one that knows who signs off what, how fast and through which channels, can reduce response time by hours. And in a crisis, hours can change outcomes.

Reputation Is Not Built During Peace

Reputation is built during pressure.

A real estate brand we worked with faced regulatory action in a major metro. Instead of denying or withdrawing, we helped them lead with transparency. A media roundtable, clear timelines and open FAQs.

The result was media coverage that was firm but fair, and a brand image that stayed protected.

Every Brand Will Face a Moment Like This
The question is not if. It is when. And when it comes, will your team know what to say, how to say it and who says it first?

Crisis communication is not a shield. It is a system. One that is built quietly, long before the spotlight turns harsh.

If you are thinking about your brand’s preparedness, I would be happy to discuss how we approach it. Quietly, calmly and before you actually need it.