Brands use microblogs like Twitter to launch hashtag campaigns. The efficacy of using this medium (Twitter) for crisis communication is well established, while little is known about its influence on brand engagement. In this exploratory study, we use medium theory and medium richness theory to highlight the fact that cultural differences and the medium of communication play a huge role in information diffusion. Comparing hashtag campaigns created during POST-COVID using text mining methods, we find that an international campaign had more brand related discussions when compared to Indian brands. Future research needs to delineate the constructs that influence these differences.