‘Celebrity endorsement’ is under scrutiny with popular faces like Mahendra Singh Dhoni and Anupam Kher being targeted for selling misleading brands. At a product launch in Delhi, Anil Kapoor says he is particular about people behind the brands
TEXT: Preeta Roy
IMAGES: Raunak Shrivastava
Just a month ago, Mahendra Singh Dhoni called off his endorsement deal with real-estate group Amrapali after the realtor failed to deliver its promise to the customers. A week later, Anupam Kher drew criticism for endorsing Vigneshwara Developers, the owner of which are now in jail. Maggi’s much-discussed controversy in India got A-list celebrities including Amitabh Bachchan and Madhuri Dixit into legal battle.
While celebrities are now paying attention to their brand endorsement policies much more than ever, Anil Kapoor has said that he does his good amount of research about people creating the product. He along with Yami Gautam has been named brand ambassadors for Qutone Ceramic’s ‘I Marble’. In Delhi to launch the product, he said, “There are a few things which are very important while endorsing (brands). The people behind the brand are very important. There are certain times when good products are there, good content is there but the right team is not there to take it forward. So that’s also very important. When I met these people (from Qutone Ceramic), I felt that they are like-minded. They have dedication and commitment to do something out of the box,” he said.
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To innovators, he left a powerful message. “We should always aim to do something unique. I have also experimented in my career. There were times when I failed. We all fail but having the spirit to do something no one ever has ever done is important.”
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