With celebrities under microscope, do mascots offer a safer bet for brands?

As Gillette cuts ties with Hardik Pandya after his comments on a show, experts advise caution to endorsers

Celebrities are under a finer microscope with social media not missing a chance to comment on almost everything they say. As such, brand-endorser relationships are becoming increasingly precarious. Brands find themselves striving harder to uphold their corporate image which is linked to the celebrity’s when they are in a business relationship.

Case in point, the recent furor over the statements made by players Hardik Pandya and K L Rahul on Star World show Koffee With Karan. As soon as the episode was aired, twitterati began calling out the misogynist comments on the show. The two have been banned from the ongoing