When Getting It Wrong Goes Viral
At The Creative Congress, we’ve seen how quickly a single piece of content can shift public perception. In today’s digital environment, where brands are constantly creating and publishing, the margin for error is smaller than ever. What may seem like a minor detail internally can quickly become a major talking point once it reaches the public.
A recent example of this is Lenskart’s Pongal campaign, which faced backlash online for including elements that did not align with the cultural context of the festival. The 2025 campaign by the Indian eyewear brand sparked discussion after its internal grooming policies drew attention. The response was immediate, with audiences calling out the inaccuracy and questioning the level of research behind the content.
This situation highlights a larger shift in digital marketing. Accuracy, context, and cultural understanding are no longer optional. They are expected.
When One Detail Changes the Narrative
The Lenskart campaign wasn’t criticised for its intent, but for a specific detail that felt out of place, leading to social media users asking, “Who eats dates for Pongal?”
In today’s content landscape, audiences are highly aware and quick to identify inconsistencies. A single incorrect element can shift the entire narrative of a campaign, turning what was meant to be engaging into something that feels careless or disconnected.
For brands, this reinforces an important point: every detail matters. From visuals to copy, each element contributes to how the message is perceived.
The Role of Cultural Context in Content Creation
Festive and cultural content often performs well because it connects with audiences on a deeper, more personal level. However, this also means that expectations are higher.
In the case of Pongal, a festival with strong cultural and regional significance, accuracy is key. When brands engage with such moments without fully understanding them, the content can feel surface-level rather than meaningful.
For Sri Lankan businesses operating in a similarly diverse cultural landscape, this is especially relevant. Audiences connect with what feels familiar and authentic – and they are quick to disengage when it doesn’t.
Speed vs Responsibility in Digital Marketing
The pressure to stay relevant often pushes brands to move quickly.
Whether it’s festive content, trending topics, or reactive posts, the focus is often on being timely. However, speed without verification can lead to mistakes that are far more costly than the benefit of being early.
The Lenskart example is a reminder that while timing matters, accuracy matters more. Taking the time to validate content before publishing is not a delay – it’s a safeguard.
The AI Factor: Efficiency Without Understanding
The rise of AI has made it easier than ever to generate content at scale.
From captions to campaign ideas, brands can now create in minutes what once took hours. However, AI tools rely on existing data and prompts – they do not inherently understand cultural nuance or context.
Without proper human oversight, this can lead to content that appears correct on the surface but lacks depth or accuracy. In scenarios like the Lenskart campaign, it raises an important question: are brands relying too heavily on speed and convenience without validating the output?
Applying Culturally Relevant Marketing in Practice
Avoiding missteps like this comes down to how well brands build cultural understanding into their process.
Conduct Thorough Market Research
Strong campaigns start with going beyond surface-level insights. For Sri Lankan and global brands, this means understanding traditions, cultural context, and audience behaviour before publishing to ensure accuracy.
Understand Cultural Sensitivity
Content should be developed with awareness of how visuals, symbols, and messaging are perceived. A lack of sensitivity can quickly affect trust when audiences feel misrepresented.
Consider Connotation, Not Just Language
Translation alone is not enough. Words, visuals, and tone can carry different meanings across cultures, so messaging must align with how it is actually interpreted.
Invest in Localisation, Not Just Translation
For global brands entering Sri Lanka, localisation goes beyond language. It requires adapting content to local behaviour, preferences, and cultural context to create meaningful connections.
What It Comes Down To
Digital marketing today goes beyond visibility. It’s also about credibility.
The Lenskart incident serves as a reminder that audiences expect more than just presence. They expect awareness, effort, and authenticity. For brands, this means approaching content with intention, ensuring that what is published is not only creative, but also informed.
At The Creative Congress, the focus remains on helping brands navigate this balance, combining creativity with context, and speed with responsibility. Because in a landscape where everything is visible, getting it right matters more than ever.
