Rajnigandha Pan Masala, one of the sponsors at Jaipur Literature festival every year organizes a contest i.e #RajnigandhaSixWordStory. It's a interesting brand engagement consistent with the theme of the festival. Users have to share a six word story and they can stand a chance to win. The event being one of the largest of its kind in the world attracts a lot of participation and so does the contest. This year however it did not go as planned and the contest backfired. The narrative on social media was not about the contest, literature or the Jaipur Literature festival. It became a narrative about Rajnigandha, chewing tobacco and oral cancer.
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