Social media is the buzzword. An idea can go viral in seconds, courtesy Twitter, Facebook, Instagram and the like, and turn into a national debate within minutes. A single tweet or a blog can be replicated in a short span of time. It’s virtually (literally speaking) impossible to contain it. If on one hand, the trend is encouraging as it allows you to be a part of a phenomenon and possibly bring about a positive change in society, it has an adverse side, too. Take the instance of a fairness cream endorsed by Yami Gautam. The actress faced the ire of netizens for endorsing the skin lightening product. Memes which replaced her name with everything ‘fair’, ridiculed her choice of endorsement. 

In the eye of a storm: Some advertisements in the recent past have caused a stir like the recent Airtel ad, which people felt propagated a regressive idea. PIC COURTESY/AIRTEL