Snapdeal has decided to end it’s ‘Dil Ki Deal’ with Aamir Khan as the E-commerce giant decided not to renew Bollywood star’s contract as brand ambassador. The contract was a renewable one, but the company decided not to renew the agreement. The one-year endorsement deal ends by the end of this month.
It is said that the company doesn’t have any other celebrity in mind to endorse the brand. The company is said to have thought of rationalizing ad expenditure and focus instead on increasing customers, enhancing categories and trying to encourage E-wallet purchases.
More than a lakh Snapdeal apps were uninstalled and also rated down, as a protest following Aamir Khan’s statement on intolerance. He allegedly spoke about “India being Intolerant”.
Jasper Infotech Pvt. Ltd, which runs e-commerce marketplace Snapdeal.com, reported losses widening to Rs.1,328.01 crore for the year ended 31 March from Rs.264.6 crore in the previous year as it spent heavily to maintain its market share amid growing competition from Amazon and Flipkart.
So, this move from Snapdeal is an alarm for all those celebrities who endorse brands. The message is loud and clear. India listens to everything that you say, and your statements and deeds can have reactions. And since the brand value gets hit the celebrities are to be critical in dealing with these things in future. Call it patriotism or emotional outrage, but the nation has given out a strong opinion on India being termed intolerant