Bengaluru, Jan. 29 -- In April 2023, when Revant Himatsingka, 33, posted a video criticizing the high sugar content in Bournvita, pointing out that it made up a third of every serving (7.5 gm in every 20 gm), he expected the video to go viral. What he did not expect was to receive a notice from the brand's legal team.

Himatsingka shared details of the legal notice publicly. This ended up amplifying the issue and led people from all walks of life to rally behind him. The video also drew regulatory attention and eventually led Bournvita parent Mondelez to announce that it would reduce the sugar content in the beverage by 14%.

In the weeks that followed, Mumbai-based Himatsingka, a former management consultant and author, released more vid...