Snapdeal not to renew Aamir Khan's contract as brand ambassador
Snapdeal has decided not to renew Bollywood star Aamir Khan's contract as brand ambassador of the ecommerce company, two persons with knowledge of the development said. The one-year endorsement deal ends later this month.
"It was extendable by a year but the company decided against it," said one of the persons. Snapdeal may not replace Khan with another celebrity as it looks to rationalise ad expenditure and focus instead on repeat customers, enhancing categories and trying to encourage buyers to shop through its FreeCharge wallet.
Snapdeal didn't respond to ET's queries. Khan couldn't be reached for comment.
Advertising and marketing executives said the move was linked to Khan's comments in November about intolerance in the country that led to a storm of protest by supporters of the government and a campaign of denigration against the actor.
Snapdeal had stopped using Khan in its ads after the controversy broke. Before this, Snapdeal had extensively featured Khan in its 'Dil Ki Deal' print, television and digital campaigns.
"I think the brand is being harsh on its brand ambassador," said Prathap Suthan, managing partner of Bang In The Middle, a Gurgaon-based advertising agency. "One, Aamir Khan's comment was not holistic.
While it is good to go with the popular, the brand completely ignored the goodness that the actor is known for... It could have shown great character if it had stood by Khan." Suthan was behind the former BJP government's India Shining campaign in 2004 as well as the tourism ministry's Incredible India promotion initially. "The brand may have acted this way under some kind of pressure also," he said.
Irate consumers had downgraded Snapdeal's app on the Google Play Store following Khan's comments, prompting the company to distance itself from him.
"Snapdeal is neither connected nor plays a role in comments made by Aamir Khan in his personal capacity. Snapdeal is a proud Indian company built by passionate young Indians focused on building an inclusive digital India," it said on November 25.
"Everyday we are positively impacting thousands of small businesses and millions of consumers in India. We will continue towards our mission of creating one million successful online entrepreneurs in India."
If the Snapdeal contract isn't renewed, this will be Khan's second such recent experience.
Last month the tourism ministry dropped Khan as brand ambassador of the Incredible India campaign that the actor was associated with since 2009. He was replaced by Amitabh Bachchan and Priyanka Chopra.
Aamir Khan ki toh Watt lag gayee
lol
Snapdeal has decided not to renew Bollywood star Aamir Khan's contract as brand ambassador of the ecommerce company, two persons with knowledge of the development said. The one-year endorsement deal ends later this month.
"It was extendable by a year but the company decided against it," said one of the persons. Snapdeal may not replace Khan with another celebrity as it looks to rationalise ad expenditure and focus instead on repeat customers, enhancing categories and trying to encourage buyers to shop through its FreeCharge wallet.
Snapdeal didn't respond to ET's queries. Khan couldn't be reached for comment.
Advertising and marketing executives said the move was linked to Khan's comments in November about intolerance in the country that led to a storm of protest by supporters of the government and a campaign of denigration against the actor.
Snapdeal had stopped using Khan in its ads after the controversy broke. Before this, Snapdeal had extensively featured Khan in its 'Dil Ki Deal' print, television and digital campaigns.
"I think the brand is being harsh on its brand ambassador," said Prathap Suthan, managing partner of Bang In The Middle, a Gurgaon-based advertising agency. "One, Aamir Khan's comment was not holistic.
While it is good to go with the popular, the brand completely ignored the goodness that the actor is known for... It could have shown great character if it had stood by Khan." Suthan was behind the former BJP government's India Shining campaign in 2004 as well as the tourism ministry's Incredible India promotion initially. "The brand may have acted this way under some kind of pressure also," he said.
Irate consumers had downgraded Snapdeal's app on the Google Play Store following Khan's comments, prompting the company to distance itself from him.
"Snapdeal is neither connected nor plays a role in comments made by Aamir Khan in his personal capacity. Snapdeal is a proud Indian company built by passionate young Indians focused on building an inclusive digital India," it said on November 25.
"Everyday we are positively impacting thousands of small businesses and millions of consumers in India. We will continue towards our mission of creating one million successful online entrepreneurs in India."
If the Snapdeal contract isn't renewed, this will be Khan's second such recent experience.
Last month the tourism ministry dropped Khan as brand ambassador of the Incredible India campaign that the actor was associated with since 2009. He was replaced by Amitabh Bachchan and Priyanka Chopra.
Aamir Khan ki toh Watt lag gayee
lol
