In the digital era, the landscape of brand communication is evolving rapidly, with the emergence of influencer and consumer activism reshaping the dynamics of consumer-brand interactions. The recent controversy surrounding Bournvita, a popular powder supplement, exemplifies the significant influence wielded by social media influencers and the power of consumer activism in shaping brand perception and consumer behavior. In today’s digital age, characterized by widespread internet access and the ubiquity of smartphones, brands are facing unprecedented challenges in managing their reputation and navigating unforeseen controversies. Social media platforms serve as powerful amplifiers, capable of swiftly disseminating information and fueling public discourse. Against this backdrop, brands must prioritize robust crisis management strategies…