The thin line between reaction & response: What CEOs can learn from Kamra-Aggarwal spat

A recent public spat between comedian Kunal Kamra and Ola CEO Bhavish Aggarwal on social media has brought the spotlight on how businesses should handle public criticism, especially when dealing with sensitive issues. Kamra’s tweets, which criticized Ola Electric’s customer service and raised concerns about the impact on daily wage workers who rely on the company's scooters, were met with an aggressive and personal response from Aggarwal.

The CEO’s confrontational tone escalated the situation, leading to widespread backlash, highlighting key missteps in crisis communication. This incident serves as a valuable case study on how CEOs should respond to public criticism and what they should avoid in order to protect their brand’s reputation.

According to Komal Lath, Founder of Tute Consult, the first step in any crisis situation is to take a step back and assess the situation from a wider perspective rather than react impulsively. Lath points out that while Bhavish Aggarwal may have felt personally attacked, his response was more of a reaction than a measured answer to the issue at hand.

“It’s a thin line. But the situation demanded responding by buying time, effectively looking at it from a 30,000-feet angle, not a 3,000-feet reactive one.” This measured approach would have demonstrated responsible leadership and allowed the brand to maintain stakeholder trust rather than escalating a public feud.

The issue started when Kamra posted on social media, criticizing the service of Ola Electric scooters. He shared images of unsold scooters at a dealership, sparking a conversation about Ola's customer service issues. Kamra tweeted about how people were facing issues with Ola electric vehicles, particularly highlighting the impact on daily wage workers. He tagged Nitin Gadkari, Minister of Road Transport and Highways, Government of India, and the Department of Consumer Affairs, asking if Indian consumers have a voice.

To which Bhavish Aggarwal angrily replied, tweeting that if Kamra cares so much about this issue, he could come help them and he is willing to pay more than what he earned from this “paid tweet” or his “failed comedy career”. He went on to add that if Kamra is not capable of this, he can sit quietly and let them focus on fixing the issues for the real customers. Kamra gave a comeback saying, " Paid tweet, failed comedy career & sit quietly. Indian businessmen at their humble best...if you can prove I'm paid for the tweet this or anything else I must've said against private companies, I'll delete all social media and & sit quietly forever. "

Chandramouli, CEO of TRA Research, believes that while direct engagement from a CEO can sometimes be necessary, it must be approached carefully. “A CEO should respond calmly and professionally, focusing on the issue rather than reacting emotionally,” he said.

Public criticism that significantly impacts the brand's image or stakeholders may warrant a direct response from the CEO, but for less serious or personal attacks, it’s often better to let the PR team handle it. Chandramouli warns that engaging too emotionally can quickly lead to unnecessary escalation, as seen in this case, where Aggarwal’s sarcastic replies shifted the focus away from the real issue and sparked a much larger controversy.

Aggarwal’s response, which included sarcastic remarks and personal insults, was seen as unprofessional by many, creating a narrative that the CEO was more focused on defending his ego than solving customer grievances. Experts emphasized that CEO engagement on social media should be strategic and judicious. In this instance, delegating sensitive communications to the brand’s reputation team would have helped to defuse the tension and manage the situation more effectively.

Added Lath, “while it is understandable for a CEO to feel the urge to defend their brand, especially in the face of personal criticism, the goal should not be to win an argument, but rather to protect and strengthen the company’s reputation. A measured response, such as taking the time to investigate the issue and then offering a solution, would have diffused the situation. This was a missed opportunity to showcase company values and the maturity with which they handle criticism.”

Tarunjeet Rattan, Managing Partner of Nucleus PR, echoed these views, stressing that personal attacks or sarcasm from a CEO can erode public trust and cause long-term reputational damage. “Tone is critical in crisis communication,” Rattan explained. “Empathy and sincerity help de-escalate tension, while defensive or sarcastic remarks fuel negative sentiment, potentially causing lasting harm to the brand.” In Aggarwal’s case, his dismissive tone led to criticism from various quarters, with many accusing him of being out of touch with customer concerns.

A PR expert highlighted how the CEO’s personal attacks against Kamra further escalated the situation, creating a public spectacle rather than addressing the core issue. "CEOs must steer clear of personal attacks. This approach only ignites conflict and distracts from the issue at hand," they advised. "It's best to focus on presenting facts, outlining the steps taken to address concerns, and reaffirming your commitment to resolution. This strategy builds trust and demonstrates accountability, preventing unnecessary escalation."

Komal Lath further reflected on how this situation could have been handled differently. “This was a great opportunity for the leadership to demonstrate their company values by using a respectful tone and even incorporating a bit of self-deprecating humor. But instead, what we saw was a public back-and-forth that turned into a spectacle." Lath added that the PR team now faces the difficult task of cleaning up the mess left by the CEO’s impulsive reactions.

The PR expert, however, stressed that humour, while a powerful tool in some cases, can often backfire during sensitive situations. "Humour can be misinterpreted," they said. "In a crisis, it’s always safer to approach the situation with empathy and a willingness to listen. Defensiveness or dismissiveness can easily amplify the issue, leading to more customer frustration and negative perception." This was precisely the case in the Kamra-Aggarwal feud, where the CEO’s sarcastic tone overshadowed any potential effort to address the real concerns raised by the comedian.

The long-term implications of this public feud are significant. As Tarunjeet Rattan pointed out, Aggarwal’s remarks may have damaged the brand’s relationship with its customers and employees. "This incident demonstrates that the company cannot handle feedback or criticism, which will impact both ends," she said. Additionally, Rattan noted that such public spats do a disservice to the entire entrepreneurial ecosystem, as they paint leadership teams as unable to handle pressure or criticism with grace.

Komal Lath added that while this situation may blow over eventually, it has created a perception that Aggarwal lacks "grace under fire." This could impact Ola’s standing in the market, and stakeholders may now question the company’s ability to handle customer feedback and deliver reliable service.

With the damage already done, experts agree that the PR team now needs to step in and take control of the narrative. According to the PR expert, the first step should be issuing an apology or at least acknowledging that the situation was mishandled. "It’s essential to own up to mistakes and publicly commit to course-correcting the issues raised. This should be framed as a team effort, with both the CEO and the relevant teams working together to ensure transparency and resolve customer concerns."

Lath added that the company needs to immediately engage with stakeholders, from customers to investors, to mitigate the damage. "Responsibly engaging with the right stakeholders and focusing on creating long-term value will help rebuild trust," she said. Additionally, Lath suggested that communication workshops for leadership teams could help prevent such incidents in the future.

The Twitter feud between Kunal Kamra and Bhavish Aggarwal serves as a reminder of the importance of effective crisis communication. Rather than escalating a situation, CEOs and companies must focus on responding with empathy, clarity, and accountability. Missteps like personal attacks and sarcasm can quickly spiral into larger controversies, damaging both the brand and the company’s relationship with its stakeholders. By maintaining professionalism and focusing on resolution, businesses can turn crises into opportunities to strengthen their public image and build trust with their customers.