With PV Sindhu mulling legal action, moment marketing faces moment of truth

Brands confronted with the question of what's acceptable and what isn't

The success of Indians at the Tokyo Olympics has presented brands with the perfect opportunity for “moment marketing” — where companies or advertisers pass off a link with the celebrity to gain visibility and traction.

But with the sports marketing firm that represents two-time Olympic medallist P V Sindhu frowning upon brands for using her name and image in posts and adverts without her permission, it has raised the question of marketing ethics even if it is party to the mood of celebration in an athlete’s moment of triumph.

According to a media report, Baseline Ventures, which represents Sindhu, is