It hasn’t been a good day for Indigo Airlines. #BoycottIndigo is trending on Twitter, and its parent company, Interglobe Aviation’s share price has fallen by 1.44% in the morning trade session at the Bombay Stock Exchange. All this is fuelled by public outrage towards an incident of manhandling of a passenger by employees of the airline, coupled with the airline’s three-week late public apology, and the decision by the management of the airline to sack the whistleblower of the incident, instead of the employee who assaulted the passenger.

Why is the incident a PR disaster and what does this incident mean for the brand value of Indigo Airlines? Listen on in the fourth episode of our podcast. So, get Ready to Melt with Anant Rangaswami.