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The Supreme Court's decision today upholding Bollywood actor Sanjay Dutt's conviction under the Arms Act in 1993 will mean that his future brand endorsements will take a hit.
Dutt, alongwith his third wife Manyata had been endorsing a clutch of products from the Gitanjali Group. This included Sangini diamond jewellery and Rotary Watches. Dutt and Manyata had also done ads for Gitanjali's jewellery retail store JewelSouk besides doing some ramp walks for the flagship brand in Mumbai.
While not in the 'A' list of brand endorsers, Dutt's work with Manyata was still important, say experts, because it enhanced his visibility and projected him as a family man.
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The Dutt couple in many ways, say experts, were emerging as a power couple in their own right, thanks to the work they had been doing together. Other power couples in India include Amitabh-Jaya, Shahrukh-Gauri and Shilpa (Shetty)-Raj (Kundra) besides Abhishek-Aishwarya and Saif-Kareena, who are regarded as role models for a younger audience.
With the Supreme Court now sending Dutt back to jail for five years, advertisers said to be contemplating featuring the Dutt couple in their campaigns may reconsider their decision now, say experts.
Harish Bijoor, chief executive officer, Harish Bijoor Consults says, "Brand endorsements is about free souls, not those that have some issues bothering them. Sending Dutt back to jail will not only mean that his film career will be derailed, but also will his brand endorsement especially future brand endorsements."
Dutt's asking price for appearing with wife Manyata in ads was said to be in the region of about Rs 1 to Rs 1.2 crore per brand. Had the Supreme court ruled in his favour then Dutt would have in all likelihood raised his endorsement price since he had important releases coming up such as the third instalment in the Munnabhai movie series (Munnabhai Chale Dilli), remake of Zanzeer and Policegiri - all of which would see the 53-year-old actor in the lead role. While Dutt has been a bankable star in Bollywood for some time now, none of his recent releases saw him play the lead role whether it was Son of Sardar or Agneepath.
Mehul Choksi, managing director, Gitanjali Group when contacted said that he had no plans to discontinue the ads that had been shot with Dutt and Manyata. "Sanjay is very popular with the masses and if you recall when he was sent to jail for eighteen months earlier there was a huge sympathy wave that he rode," said Choksi. "This helped him bounce back. This episode will not tarnish his image," he said.
Timeline for 1993 serial blasts case
March 21, 2013
The Supreme Court sends Sanjay Dutt to five years in jail. Asks him to surrender within four weeks
August 20, 2007
Sanjay Dutt granted bail by Supreme Court
August 2, 2007
Sanjay Dutt re-arrested. Taken to Yerawada Jail in Pune
July 2007
Sanjay Dutt convicted for illegal possession of a 9 mm pistol and an AK-56 rifle but acquitted of more serious charges under the now defunct Terrorist and Disruptive Activities Act (TADA) law and sentenced to six years jail term
November 28, 2006
Sanjay Dutt is found guilty under Arms Act but is acquitted in all cases related to TADA
November 27, 2006
TADA court delivering verdict in the 1993 Mumbai blasts case summons Sanjay Dutt
October 16, 1995
After spending nearly 16 months in jail, Sanjay Dutt again gets bail
July 4, 1994
Bail cancelled and he is re-arrested
May 3, 1993
Sanjay Dutt released on bail
April 26, 1993
Sanjay Dutt admits to the charges in his confession. But later retracts
April 19, 1993
Police escorts Sanjay Dutt on his arrival from Mauritius, saying an AK-56 rifle found in his house was from the consignment of arms smuggled into India before the blasts. He is arrested
March 12, 1993
Mumbai rocked by 12 bomb blasts which killed about 257 people and injured another 713. Property of the order of Rs 27 crore was damaged in the blasts
Source: Mumbai police & TV channel
