How Shantanu Deshpande’s public criticism became free PR for both brands, and a masterclass in owning the narrative.
Pic Credit: Brand Story
In July 2025, Shantanu Deshpande, the outspoken founder and CEO of Bombay Shaving Company, dropped a bombshell on LinkedIn: Minimalist will not survive or remain relevant in its current form in the next 3–5 years.” His critique of HUL’s ₹2,700 crore acquisition warned that without the founding team, the brand risks becoming a “generic-looking bottle” devoid of soul.
Is This the New Age of Founder‑Led PR?
Minimalist may be the subject, but the real story is about who spoke up. Mr Deshpane’s opinion is more than just a critique; it has become a conversation. PR isn’t just press releases anymore. Today, founders are the media.
Deshpande shattered the old code: competitors stay silent. Instead, one bold post earned over two thousand reactions, sparked debate, and made headlines across major business publications.
The Virality Economy: Free PR for Everyone
For a brand that built its early identity on product-first storytelling and ingredient clarity, this was a marketing gift wrapped in controversy. Critics questioned whether Deshpande’s prediction was fair. Still, the effect was unmistakable: Minimalist re-entered conversations across Reddit, Twitter, and beauty forums—even being dissected in mainstream startup business media.
Here’s the paradox: In marketing, bad PR can sometimes outperform the good stuff. A well-placed critique—especially from a respected peer—offers authenticity, virality, and free visibility. Deshpande’s post became viral storytelling, rebooting interest in Minimalist just when things might have shifted under HUL’s corporate shadow.
What This Means for PR and Brand Strategy.
Traditional brand strategy once relied on polished releases and controlled narratives. Now, a single well-worded LinkedIn post from a founder can trigger national conversations and shape public sentiment, without agency help or budget.
Does this mean every brand now needs a “controversial” voice? Not exactly—but it does suggest that audiences crave authenticity, even when it’s raw or inconvenient. PR agencies can no longer just script press releases; they must coach founders on owning their voice, knowing when to stir debate, and how to ride the wave when it comes.
That means building playbooks for virality, planning counter-narratives, and understanding platform dynamics as well as human emotion. In a world where anyone can go viral, PR is less about control and more about orchestration.
Conclusion
In today’s landscape, founders are no longer just faces; they’re media channels, brand storytellers, and sometimes, the storm itself. Audiences don’t just buy products; they follow personalities, opinions, and unfiltered moments.
For PR professionals and marketers, the message is clear: adapt or fade. Virality can’t be manufactured, but it can be anticipated, harnessed, and redirected. The future of brand strategy lies at the intersection of truth, timing, and tone.
By: Sushrut Tewari,
A writer covering trends, innovation, and brand storytelling in India and beyond.
