I called it Ronald and his willy-waving exercise. What a poor return on investment for all of this then!
Celebrities should be fined, jailed if part of misleading ads: For the second offence, the fine should be increased to Rs 50 lakh and imprisonment up to five years.
The domestic celebrity endorsement market is worth around Rs 5, crore and is growing at a fast clip. But its future looks uncertain with many in the government and Parliament baying for the blood of celebrities who earn most of their incomes from such brand endorsements.
Top male celebrities charge anywhere between Rs 12 crore and Rs 25 crore per annum for each endorsement, while their female peers get half of that at Rs crore per annum for endorsement, according to industry estimate.
On an average, top celebrities endorse as many brands. What they have is a legally binding document. It is one thing to draw a co-relation and another to convert it into legally enforceable punitive action. Brand consultant Harish Bijoor, however, feels both the company and the celebrity are liable.
Celebrities use their charisma to sell and tout. When they do that, they need to be more careful, especially so in the category of the foods and beverages, and skin care items, etc in particular.
The key stakeholder is the brand owner, and then it is the brand-endorser. Recently, cricketer M S Dhoni had to resign as brand ambassador of Delhi-based developer Amrapali, after residents of a housing society started a protest campaign against the builder and the cricketer on the social media.
Gupta further says if the recommendations become a law, celebrities could start charging a higher fee while cutting back on endorsement deals. They may also make their contracts more complicated, demanding indemnities from advertisers. Bijoor, too, expects celebrities to seek full indemnity on their involvements from brand owners.Fulfillment by Amazon (FBA) is a service we offer sellers that lets them store their products in Amazon's fulfillment centers, and we directly pack, ship, and provide customer service for these products.
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