India’s one of the most well known brands Maggi has been at the centre of a storm lately for alleged lead content in it leading to bans and recalls in many states.
Even brand ambassadors for the popular instant noodle brand have not been spared with news of the likes of Madhuri Dixit and Amitabh Bachchan likely to be dragged to the courts.
Simplify360 did an analysis of chatter around the controversy over the past few weeks and found that the issue has gotten 4.43 lakh social media mentions with an average of 19,277 mentions per day since the controversy started.
Most of the conversations took place on Twitter, to the tune of 437,621. The intense discussion was in some ways boosted because of the interest shown by media houses.
Nearly 28 per cent of all mentions were what Simplify360 classified as “Assurance” mentions; these were the ones where the audience were not really sure whether Maggi was actually guilty of the transgression. There were a further 16 per cent mentions that asked for an honest answer on the ingredients. One example of this is a post which says, “Pl answer simple question whether Maggie contain ingredients which are in any way related to pig,pl answer it yes or no. We don't need commercial reply. It is a matter of trust. So pl. say yes or no”
The general tone of the posts tends to suggest a high degree of disbelief and hurt that a trusted brand would stray from the path.