Will Bollywood star Aamir Khan's recent statement about not feeling safe in India impact the actor's brand equity? Many brand experts and marketers believe that the movie star's endorsement deals that are worth around Rs 100 crore will not take a huge beating. They also feel that his brand image will remain untouched as well.
"Aamir Khan is a personality that controls his own brand image and value. He is a person that is quite judicious in his own agreements," says marketing guru Harish Bijoor, CEO of Harish Bijoor Consults Inc.
Bijoor is of the opinion that since Khan has irritated the government by speaking his mind, the campaign "Incredible India" and "Atithi Devo Bhava" by the Ministry of Tourism that he represents might not want to continue with him. However, the private sector will have no problem as such.
"From the brand credential point of view, it will not be affected and marketers understand this," says Prathap Suthan, managing partner and COO of ad agency Bang InThe Middle.
Suthan has worked with the actor for Samsung advertisement in 2010 when he was with Cheil Communications as the National Creative Director.
Suthan says Aamir Khan is an extremely measured person and the right wing activists are hyperventilating over an issue that was not heard with a mind to it.
Marketing gurus, brand experts and advertising veterans echo the similar view that the whole controversy will die a natural death as public memory remains short and will finally fizzle out and jump to the next issue.
Snapdeal recently signed up Aamir Khan for Rs 30 crore. The e-commerce company has distanced itself from the remark saying the comments made by the actor were "in his personal capacity" and it was in no way connected with them.
Khan was at the centre of a raging debate after he expressed "alarm and despondency" over the rise in incidents of intolerance in the last six to eight months in an interaction at a ceremony in Mumbai.
Industry experts, however, are of the view that the Bollywood star gives ample thought to what he speaks. He was aware of the repercussions of his statement. He knew that it will be blown out of proportion like that in Shahrukh Khan's case earlier but he was not ready for such outrage.
