Question

Digital PR and Crisis Management

Research a recent PR crisis faced by an Indian brand (e.g., Indigo Airlines or Haldiram's social media controversy). Analyze the digital PR strategies used to manage the situation and rebuild brand trust.

12 May 2025
Answer :
Word Count : 989

In recent times, IndiGo Airlines has faced several public relations crises that have tested its digital PR and crisis management strategies. From mishandling customer complaints to offering bribes to delete negative posts, these incidents have significantly impacted the airline's brand reputation.([The Times of India][1])

### 1. Flight Reschedule Controversy and Alleged Bribery

In January 2025, podcaster Prakhar Gupta alleged that IndiGo Airlines changed his flight schedule without proper notification and then offered him ₹6,000 to delete his critical social media post. Gupta claimed that his flight was rescheduled by 15 minutes, with a notification sent just 2.5 hours before departure. Upon arriving late, he was denied check-in and had to book a new flight. He further alleged that IndiGo staff behaved rudely and offered him a bribe to remove his post. IndiGo responded by stating that the schedule change was due to airspace restrictions and that the ₹6,000 offered was a goodwill gesture for re-accommodation fees .([ABP Live][2], [The Times of India][1])

Digital PR Response:

* Proactive Communication: IndiGo issued a public statement explaining the reasons behind the schedule change and the circumstances surrounding the offer made to Gupta.([The Times of India][1])

* Engagement with Influencers: The airline engaged with Gupta directly, offering to resolve the matter amicably and inviting him to discuss the issue further.([The Times of India][3])

* Monitoring Social Media: IndiGo's social media team actively monitored platforms to address concerns and provide clarifications, aiming to manage the narrative and mitigate further backlash.([ABP Live][2])

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