The IndiGo Paradox: Saying “Sorry” Isn’t Enough
We are currently witnessing a masterclass in how not to handle brand tone with the unfolding IndiGo airlines crisis.
When hundreds of flights were cancelled and passengers were stranded at airports, the airline issued a full-page “We Are Sorry” advertisement, in the newspaper, the words were correct. But in reality, the apology fell flat. Why?
Because the tone was wrong. The polished, corporate “broadcast” style of the ad clashed violently with the raw, chaotic emotion of the customers sleeping on airport floors.
It felt scripted rather than sincere. It proved that in 2025, you cannot copy-paste empathy.
This is the “Uncanny Valley” of branding: when a brand says the right thing but feels completely disconnected from the human reality of the moment.
In a digital ecosystem defined by AI-generated noise, authentic brand identity is the only signal that cuts through.
The Identity Crisis: Voice vs. Tone
Many marketing leaders confuse “voice” and “tone,” treating them as synonyms. If you want to avoid an IndiGo-style backlash, you must understand the distinction.
Think of it like two iconic Indian brands:
Brand Voice is your personality. Tata has a voice of “Service and Trust”
It is steady and unchanging.
Brand Tone is your mood. It adapts to the situation. Even CRED, known for its witty and sarcastic voice, shifts its tone to be precise and serious when discussing payment security.
A strong brand voice vs tone strategy ensures that while your core personality remains steady, your delivery flexes to meet the emotional needs of your audience.
Build a Culture-First Branding Strategy
Old-school branding was about “positioning.” New-school branding is about “participation.”
Culture-first branding means stopping the monologue about your product features and entering the dialogue about what your customers actually care about.
For Example: Look at Zomato.
They don’t just sell food delivery; they participate in the national mood.
Whether it’s a notification about “Chai” during a rainy cricket match or a meme about election results, they speak the language of pop culture.
They have permission to speak because they aren’t just selling to the culture; they are part of it.
Cultural relevance in marketing isn’t about chasing trends; it’s about aligning your values with the shifting behaviors of society.
When you speak with culture, rather than at it, you move from being a vendor to being a partner.
Master the Art of Localized Nuance
The internet is global, but trust is local. A truly localized branding strategy goes beyond Google Translate. It understands that a “bold” tone in Mumbai might be perceived as aggressive in Lucknow.
For Example: Spotify India.
Spotify didn’t just translate their app; they localized their context. Their “Wrapped” campaigns and playlists don’t just say “Bollywood Hits.”
They use the specific slang of a Delhi college campus (“Vibe Check”) versus the poetic cadence appreciated in Kolkata.
They understand that India is not one market, but fifty markets stitched together.
To resonate, you must adapt your idioms, your humor, and your cultural references. You need to speak the language of the street, not just the language of the dictionary.
Operationalize Your Brand Messaging Framework
How do you scale authenticity? How do you ensure that your junior copywriter, your customer support agent, and your CEO all sound like the same brand?
You need a rigorous brand messaging framework.
For Example: Amul.
For decades, Amul has maintained a consistent voice as witty, topical, and innocent. Whether it was a billboard in 1985 or an Instagram post in 2025, the voice is identical.
This is only possible because they have a strict framework that defines exactly how the “Amul Girl” reacts to news.
Her humour is never at someone’s expense; they are playful, witty, and culturally aware.
Without this framework, your brand is just a collection of random opinions. With it, your brand tone of voice strategy becomes a scalable asset that builds equity with every interaction.
Storytelling Is a Behaviour
We often tell our clients: “People don’t read; they recognize.”
When a customer sees your email notification, they should know it’s you before they even look at the sender name.
That recognition comes from a commitment to an authentic brand identity.
AI can write sentences, but it cannot write culture. It cannot replicate the specific warmth of a founder’s story or the nuanced humor that a specific community enjoys.
Use AI to structure your thoughts, but use your human teams to infuse the soul. The brands that win in the next era will be the ones that aren’t afraid to sound human—flawed, funny, empathetic, and real.
Conclusion
Are you ready to stop shouting and start communicating?
If you stripped away your logo, your colours, and your fonts, would your customers still recognize you? If the answer is no, it’s time to look at your tone
