Whose brand is it anyway

Endorsers and brands navigate the trouble spots in their relationship under the gaze of social media

Urvi Malvania & Avishek Rakshit  |  Mumbai/Kolkata 

Recently, when a video featuring actor Shilpa Shetty showed the PepsiCo-owned Tropicana brand in the background, it caused a stir on social media and some embarrassment for ITC since the actor is the endorser for its B Natural juice brand. Endorsing one brand while being seen with a rival drew flak all around until the company clarified that it did not hold Shetty responsible and saw it as a genuine mistake. However, the video raised a few issues about the do’s and don'ts of brand-endorser relationships in an age when the harsh and hawk-eyed glare of social media is always ...

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Whose brand is it anyway

Endorsers and brands navigate the trouble spots in their relationship under the gaze of social media

Endorsers and brands navigate the trouble spots in their relationship under the gaze of social media Recently, when a video featuring actor Shilpa Shetty showed the PepsiCo-owned Tropicana brand in the background, it caused a stir on social media and some embarrassment for ITC since the actor is the endorser for its B Natural juice brand. Endorsing one brand while being seen with a rival drew flak all around until the company clarified that it did not hold Shetty responsible and saw it as a genuine mistake. However, the video raised a few issues about the do’s and don'ts of brand-endorser relationships in an age when the harsh and hawk-eyed glare of social media is always ... image
Business Standard
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