Recently, Kotak811 launched an ad starring Tanmay Bhat and Samay Raina.
Shortly after it was launched, Kotak scrambled to pull down the campaign.
They also erased the video from the internet.
While there was nothing contentious about the ad.
But, it was Bhat's tweets from the past that came back to haunt the brand.
Netizens dug out old tweets by the comedian where he joked about Lord Ganesha.
The company found itself in the crosshairs of irate netizens.
The company tweeted saying that it doesn't endorse the hatred.
Digital footprints like Bhat's old tweets are evidence of the past.
It will soon become imperative for brands to scrutinize the people they associate with.