WILL VERDICT AFFECT SALMAN KHAN’S BRAND IMAGE?
Bollywood is a world in itself. A star who has openly lived with someone gets married to another star and is as well accepted as any other single woman who did not have a live-in relationship.
The same benchmark will decide if Salman Khanâ€™s brand image will be affected. An estimated Rs.45 crore is riding on his brand endorsements, according to celebrity management professionals. He is the brand ambassador for a clutch of brands, including soft drink Thums Up, detergent brand Wheel and many others.
Suhel Seth, managing partner at Counselage, a strategic brand advisory, was quoted sayingÂ the conviction will not have an impact on Salman Khanâ€™s brand value and popularity.â€Khan has had brushes with the law even earlier and he continued to endorse brands. We, as a country, are quick to forgive and forget. And why not, you have to move on.â€
Seth also reminded that actor Sanjay Dutt continued endorsing a jewellery brand even after being sentenced in 2013 to a five-year prison term for possessing illegal weapons bought from gangsters accused of orchestrating the 1993 serial bombings in Mumbai. His campaigns still run in newspapers.
â€œIn the case of Salman Khan, his talent and popularity remain untouched. A sentence would not change that. A brand managerâ€™s decision is based on whether the endorser can carry the brand credo forward.â€
Today, of the total industry box office collections, Salman Khan, along with Shah Rukh and Aamir Khan, collectively contribute around 50 per cent annually. â€œThe last few years have seen him deliver many commercial hits,â€ Singh said.
But some did not agree.
One media buyer was cited saying, he may end up losing nearly one-third of his endorsement deals. â€œMultinational companies have strict guidelines in place when it comes to using a brand ambassador who is convicted. In most likelihood, Khan will be dropped by these brands and the campaigns may also be pulled off air.â€
But Coca-Cola India said: â€œWe hold the court verdict in the highest regard. We are evaluating the next steps.â€