If not backed by a team of communication experts, a crisis could take a toll on the organization's Publicity, Profitability and Reputation if the news or problem goes viral.

1. SNAPCHAT DAMAGE CONTROL:
‘POOR INDIA’ CONTROVERSY

2. WHAT IS SNAPCHAT?
• Snapchat is a Multimedia messaging app used globally .
• Snapchat is created by Evan Spiegel, Bobby Murphy and Reggie Brown, former
students at Stanford University.
• The application is developed by Snap Inc.
• It was released in September 2011.

3. THE ‘POOR INDIA’ CONTROVERSY
• The company CEO Evan Spiegel, allegedly called India poor.
• The whole Snapchat fiasco is that no one clearly knows if Spiegel indeed
said that or not.
• He did say that Snapchat didn't want to focus on countries like India and
Spain that were poor . But there was no direct statement.

4. WHAT THE SNAPCHAT CEO SAID
• Technically, Spiegel had not made the statement.
• The "Poor India" statement actually came from Snapchat's ex-employee
Anthony Pompliano.
• Anthony who was fired from Snapchat, told the news website Variety that
Spiegel in September 2015 had told him that "the application is only for rich
people.
• Statement was - I don't want to expand into poor countries like India and
Spain

5. HOW INDIANS REACTED
• Many users uninstalled the application .
• Slamming of the application and CEO on social media.
• Twitter flooded with #boycottsnapchat campaign.
• Negative reviews for the app on downloading platforms.
• Indian celebrities condemned the CEO's remark and vowed to uninstall it.

8. AFTER EFFECTS
● A trend started in India called #boycottsnapchat
● Negative effects of the app
● Snapchat was offered 3 billion dollars
● Collateral damage to Indian company Snapdeal
● Bad reputation in the business world

9. A trend started in India called #boycottsnapchat
• Ratings of the App falls
• Uninstallation of the app
•Social media pages floods with complaints.
• Snap shares fall after comment of the CEO by 1.5% just after 2 days

10. The reviews dropped down in no time. The backlash has sent the app’s
rating down to just two stars.
Before the incident After the incident

11. Snapchat was offered 3 billion dollars by
facebook
• it has managed to find popularity with young users, who are sharing
more and more on the platform. That’s clearly got Facebook scared,
which did try and buy out the app in the past.Snapchat was
offered $3 billion by Facebook, which its CEO turned down
• Facebook has been shamelessly copying many Snapchat features and
integrating them across all its properties cause for the offer

12. Collateral damage to Indian company Snapdeal
• It sparked off a boycott movement for 'Snapchat' but caught unaware
in this storm was the Indian e-commerce portal 'Snapdeal’.
• Social media users are mistakenly downloading Snapdeal app, down
rating its services and threatening to stop using it.
• Damage faced by snapdeal

13. Bad reputation in the business world
• India was, and continues to be, the world’s second-largest and
fastest-growing smartphone market.
• Snap Inc. bein publicly traded company is answerable to its
shareholders
• Lost the influencers the company lost the marketing area through
influencers

14. • Snap.Inc rubbishes Anthony Pompliano's claims. Saying those words
were written by a disgruntled former employee.
• It publishes the uneradicated court documents.(which also has a bigger
part of controversy i.e fooling advertisers and other allegations)
• All the allegations by Anthony Pompliano are claimed to be done for
publicity.
SNAPCHAT’S PR STRATEGY

15. HOW SNAPCHAT MADE IT UPTO INDIA
• Snapchat tied-up with 4 ipl teams
• Snapchat added custom stickers, filters and lenses for IPL fans.
• The company is tying up with the Royal Challengers Bangalore, Mumbai
Indians, Delhi Daredevils and Rajasthan Royals.
• A tie-up with the IPL is usually the best way to gain visibility in India.

16. • Snapchat partners with Gurugram based ad tech firm, Tyroo, a Smile
Group Company, to help them widen their business in the Indian
market.

17. OUR PR STRATEGY
• Official tweet from the founder CEO was needed

19. • Should have tied up with PR agencies to overcome the crisis for
audience outrage

20. RUTUJA KURHE
FERZIN MEHTA
VAISHNAVI MANJREKAR
JAYESH MANCHANDA
PRESENTATION
BY-