“We believe an impact, if any, would be limited,” he said. Jain thinks that the actor might have taken another step towards strong brand differentiation from his peers. On Instagram, the same post received 2.5 million likes. Singh’s post on Twitter of the photoshoot for Paper Magazine saw over 18,000 likes and 2,259 retweets. Madhavan said that the actor has got a lot of publicity for these pictures. Brands love eyeballs and Ranveer Singh has that, and no brand will refrain from giving him endorsement deals,” said Shivam Agarwal, founder of Deckster.Live, an influencer marketing platform. “In the current celebrity ecosystem, he is the one who stands out due to his work. He continues to enjoy a strong social media following with 70 million followers as of date, an increase from 67 million followers last year,” he added.īrands including Sleepyhead and bike taxi aggregator Rapido, which recently signed Singh on as its brand ambassador, declined to comment on the impact of the controversy. Singh, who is famous for his flamboyant dress sense, jumped to the second rank in 2021 in the top most valued Indian celebrity list, with a portfolio of more than 35 brands, said Jain. ”He has also added several brand endorsements in 2022, including (online tutorials provider) Eduauraa, (e-grocer) FreshtoHome, Vicks and (mattress company) Sleepyhead. So the photoshoot in question is not something we couldn’t have imagined from him,” he said. “He has positioned himself uniquely by adopting a fashion sense that’s seen as flashy and bold. Jain said that Singh’s case may be perceived differently by Indian audiences and marketers. “In the long run they (brands) will continue working with him and on social media too we saw no brand saying they are backing out,” said Madhavan. According to them, the impact will be only short-term. Serendipity on loop: Philadelphia’s Reading Terminal MarketĮchoing similar sentiments, Dhruv Modwil, founder, of Nocturnal Media, a creative studio, said that a few safe-playing brands may halt their activities, but never stop.
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