Last week, on ground threats, intimidation and social media attacks compelled Tanishq to withdraw their advertisement featuring a Hindu-Muslim marriage in its storyline. The company cited concerns over employee security.

Anuradha Sengupta spoke to Santosh Desai MD & CEO of Future Brands and filmmaker R Balki to understand whether brands can afford to stay in sanitised storyboarded world or if they need to be part of zeitgeist even if it mean getting into serious trouble.