'Brand Aamir' in the soup over ad controversy. Can he bounce back?

Actor facing flak for ad for AU Small Finance Bank; not new to controversy, which could affect brand value, say experts

Boycott calls on social media are hardly what AU Small Finance Bank bargained for when it released a recent advertisement featuring actors Aamir Khan and Kiara Advani as newlyweds who break convention.

The ad reverses the tradition of the bride leaving her home to join her husband after marriage. Instead, Khan is seen joining Advani in her home in the commercial. It drew brickbats on social media. On Thursday, Madhya Pradesh Home Minister Narottam Mishra urged Khan to stay away from commercials of this nature.

In response to a query from Business Standard, AU Small Finance Bank said that it respected all individuals and had no intention to hurt anyone’s beliefs. “If anyone’s sentiments have been hurt in the process, it is purely coincidental. We shall continue to put our best efforts to serve our customers,” it said.

Khan is not new to such controversies. In August, his film Laal Singh Chaddha flopped amid multiple boycott calls from a section of the audience. In the advertising arena, Khan had to deal with sharp criticism last year when he was shown asking children to burst crackers on their society premises rather than on the road in an ad for Ceat Tyres.

Snapdeal famously dropped Khan as its brand ambassador in 2016 after remarks by the actor on growing intolerance in the country saw the e-commerce player face consumer backlash. By 2017, the tourism ministry had dropped Khan from its “Incredible India” campaign for the same reasons.

Will advertisers therefore be circumspect when signing up the actor for brand endorsements?

Some experts believe that it will indeed be the case, since Khan has never hesitated to speak his mind on social issues. This has been reflected in his films such as Dangal (2016), Secret Superstar (2017), Rang De Basanti (2006) and Taare Zameen Par (2007) as well as television shows such as Satyamev Jayate on Star Plus.

“Aamir, to my mind, is an astute marketer, who understands the importance of impactful advertising,” says Samit Sinha, founder and managing partner of Delhi-based Alchemist Brand Consulting. “Second, his comments on intolerance made a few years ago do tend to haunt him from time to time. So, brands will choose to play safe, especially those with a mass appeal. This could, in turn, impact his brand portfolio and endorsement fees,” Sinha says.

According to celebrity managers that Business Standard spoke to, Khan charges anywhere between Rs 5 crore and Rs 6 crore per brand a year for endorsements. While the actor has been selective with his choices, he still has some of the best names on his roster. He is currently visible in ads for Flipkart, PhonePe and PharmEasy, besides AU Small Finance Bank on television.

In the past, he has endorsed names such as Coca-Cola, Samsung, Tata Play, Vedantu, Datsun from Nissan and the Godrej group. Experts say that Khan’s endorsement fees could fall by half if boycott calls on social media continue for his films and advertisements.

“There is a general sensitivity today towards depictions that are cultural in nature. And there is a specific sensitivity towards certain celebrities or public figures with regard to what they say or do. Aamir Khan falls in that list. So, advertisers will be wary of working with him, which will impact his brand value,” Santosh Desai, managing director and chief executive officer, Futurebrands India, said.

In August, Khan responded to boycott calls for Laal Singh Chaddha, saying he would respect the decision of viewers who opted not to see his film. In the case of AU Small Finance Bank, Khan has not reacted to the uproar on social media so far.

But Ambi Parameswaran, founder, brand-building.com, says that he sees Khan bouncing back from this phase, if he delivers a hit film. “All will be forgiven if Aamir Khan delivers a hit. So yes, everything will depend on his next film projects. If they are a hit, his brand value will soar. If not, he will have to figure out what to do next,” Parameswaran says.