Amidst the death controversy of the late actor Sushant Singh Rajput, from nepotism to drug angle, everything has been scrutinized by the netizens, and now the latest impact can be seen on the brands. The boycott of Bollywood and the nepotistic culture that prevails in the industry has now started affecting branding and advertising industry too. Those who had the highest demand for endorsements are being pulled out and newer faces are given preferences over them.
Social media has unanimously taken a stand to find out the reason behind the late actor’s mysterious death. The impact of public’s growing hate towards Bollywood, considering it to be one of the reasons behind the death of SSR can be seen in the latest choices for endorsements of brands like Kiara Advani for Myntra, Ayushmann Khurrana for Bajaj Allianz Life, Disha Patani for Fossil, etc.
Brands like PhonePe, Flipkart are bearing the brunt of their featured faces – Alia Bhatt and Ranbir Kapoor. Trending hashtags like #UninstallPhonePe started taking rounds encouraging netizens to uninstall any such app which is promoted by a star-kid. There have been videos, articles explaining how legitimately one may report brands on social media stating the reason of endorsement. Few users have also started a petition on Change.org asking companies to remove faces like Salman Khan, Sonakshi Sinha, Varun Dhawan, Ananya Pandey as their endorsers.
Recently, the release of Alia Bhatt’s Sadak 2 also faced the music with its trailer rated as one of the most disliked videos on YouTube.
While annulling an already written contract on the mere basis of social media outrage is not easy, the newer contracts are certainly being calculated basis the risks involved in picking the face of a brand. Also, social media sentiments can be considered temporary, but they do have the weightage in building any branding and marketing strategy. The silver-lining through this entire issue has been the rise of opportunities for the outsiders in the industry and the decline in the monopoly of the big names.