Viral. Views. Vocal. Visual. Posts. Shares. Trolls. Fakes. Trends. Hits. The world is reeling. Scrolling, clicking, posting is the new norm. Public loves to talk, especially behind the social media walls. The ease of looking, observing, finding, stating has brought out the most closet of introverts to join the comments’ army. The power of a viral hashtag is huge. The strength of a viral video is phenomenal.

A physical rally of a million march is a rare phenomenon. It takes a lot of time and organization. It cannot last for too long. What about millions joining voice on the social media on a topic and repeating the same opinion for days, for months? With increasing presence on different social media platforms these communities are opinionated and empowered. Most multinationals recognize their presence.

Most companies have strong digital and PR teams. But the biggest corporate and country names are still not in terms with how powerful this collective digital voice is. The public sound is now going beyond companies to countries and biting at realities they cannot afford to ignore.

The recent Prada Kolhapuri uproar is an example of how things have changed. Prada got into trouble when recently its models walked the runway in Milan wearing a sandal that looked like the Kolhapuri chappal. The Indian social media accused Prada of stealing the design. The controversy became so loud and vociferous that Prada issued a statement, saying it acknowledged the........

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