Deepika Padukone could lose brand endorsements following her appearance in support of JNU students, which she made ahead of the release of her latest film, Chhapaak.
Her unexpected appearance could affect her financially, the Economic Times reported.
“Normally, brands like to play safe and are wary of any controversy,” the report quoted Shashi Sinha, chief executive of IPG Mediabrands, which represents Coca-Cola and Amazon among others.
The Print reported that a promotional video featuring Deepika as part of the government’s Skill India campaign has been ‘abruptly dropped’.
“We have been told by a mid-sized brand to stall ads featuring Deepika for about two weeks. Hopefully, the controversy would have normalised by then,” an executive at a media buying company was quoted as saying.
The head of a top celebrity management company said, “We are telling our celebrity clients the pros and cons of speaking up on political matters. While it’s entirely their personal choice, these can snowball into sensitive matters either way.”
Deepika had expressed solidarity with the students, who were allegedly attacked by a violent mob. After her association, right-wingers defamed her movie, Chhapaak. Memes loaded with fake news went viral in bid asking people to boycott her movie.
There was a lot of support for the actor too, both from within the industry as well as on outside.
Deepika has a reported net worth of ₹103 crore, and endorses 23 brands including Britannia’s Good Day, L’Oreal, Tanishq, Vistara Airlines and Axis Bank.
Her movie, Chhapaak, has earned ₹19.02 crore and was doing well at the box office.