When celebrity endorsements backfire: 9 Indian stars who faced the heat

From Akshay Kumar and Shah Rukh Khan to Amitabh Bachchan and MS Dhoni, read on for nine Indian celebrities whose brand endorsements sparked controversy.

Mumbai: A celebrity’s face can sell almost anything in India. From noodles and jewellery to real estate and pan masala, film stars and cricketers have long been among the most powerful tools in a brand’s marketing playbook.

But fame cuts both ways. When a product, company or advertising campaign runs into trouble, the celebrity attached to it can quickly find themselves in the line of fire. Over the years, several Indian stars have faced online outrage, complaints, legal notices and questions over the brands they chose to represent.

9 Cases that drew particular attention

1. Akshay Kumar — Vimal Elaichi

Akshay Kumar’s decision to appear in a Vimal Elaichi campaign in 2022 came as a surprise to many of his fans, given the actor’s carefully cultivated image around fitness and healthy living.

The advertisement, which also featured Ajay Devgn and Shah Rukh Khan, triggered a wave of criticism over its perceived connection to pan masala and surrogate advertising. Social media users questioned why Kumar had lent his name to the campaign.

The backlash was strong enough for Kumar to publicly apologise. He subsequently announced that he would step away from the endorsement and said his endorsement income from the campaign would be donated to charity.

2. MS Dhoni — Amrapali Group

MS Dhoni’s association with real estate developer Amrapali Group became uncomfortable when homebuyers began facing prolonged delays in getting possession of their properties.

With thousands of buyers demanding answers, Dhoni found himself being tagged repeatedly on social media because of his role as the group’s brand ambassador.

The controversy illustrated the risks celebrities face when they attach their reputation to businesses whose fortunes can change dramatically. Dhoni eventually ended his association with Amrapali and later became involved in legal proceedings relating to unpaid endorsement........

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