Controversary surrounding Hardik Pandya and KL Rahul have started to hurt them more. As if the provisional suspension wasn’t enough, Hardik has reportedly lost sponsors. Post the #KoffeewithKaran episode, which included both the India National Cricket Team players, the CoA and BCCI have banned them from Australia ODI’s. As the pair is back in India, they are all set to lose advertisements. Meanwhile, the brands and companies are reviewing their association with both the star players.
Brands suspend the contract with Pandya
The CoA has suspended Hardik Pandya and KL following their sexist remarks on women on the TV show. Meanwhile, a few of the brands, including men’s shaving razor, Gillette Mac3 Start, has suspended their deal with the India all-rounder. A company spokesperson while speaking to the TOI said, Hardik’s comments do not reflect the values of Gillette; thus the association with him has been released.
“Hardik Pandya’s recent comments do not reflect the values of Gillette. We have suspended our association with Hardik until we decide on further course of action,” Gillette spokesperson says.
Not only Hardik, but KL Rahul also inked a few deals with German sportswear maker, PUMA and Bengaluru-based fitness start-up, Curefit. Moreover, Pandya in the past signed a contract with D:FY, a sportswear brand launched by Puma India’s ex-boss, Rajiv Mehta.
Hey guys, check out the collection of ultra-light high performance sports shoes and apparel from D:FY and get set to defy the everyday! And here’s a limited period offer of 30%-50% off just for you. @DFYSport pic.twitter.com/8LzaL2I3N0
— hardik pandya (@hardikpandya7) December 19, 2018
Meanwhile, Dr Aviral Jain, MD at Duff & Phelps, said both KL Rahul and Hardik Pandya’s brand valuation might get hurt.
“As we have seen with celebrities such as Aamir Khan, who lost his endorsements after he made comments that did not go down well with a certain section of the audience or even golfer Tiger Woods who got embroiled in a controversy, Pandya and Rahul’s brand valuation may be impacted in the short run,” Jain said.
They speak the language of IPL cricket – Brand expert
Brand expert, Harish Bijoor said the pair speaks the IPL language, which could work well on Instagram; but on the traditional media, they would just lose votes. Furthermore, he added nobody shares the same set of values like them.
“Both cricketers represent an aggressive, young and candid India,” he said. “They speak the language of IPL cricket which may work well on Instagram but on traditional media, more votes will be against the youngsters. Not everybody shares the same set of values they endorse.”
Also, he said the brands would play a wait-and-watch game before concluding.
“Fortunately, unlike an Aamir Khan, who was let go as brand ambassador by e-commerce company Snapdeal for his remarks in 2016, Pandya and Rahul are not big celebrity endorsers and are likely to have minimal impact on the brands they represent. However, there will be pressure on them to perform.”