By- Business Standard - 2 hours ago
The Kolkata Knight Riders is among the profitable franchisees in the Indian Premier League. Its co-owner, Shah Rukh Khan, is not far behind when it comes to his personal fortune. The actor was ranked first on the 2015 Forbes India Celebrity 100 list. He made Rs 258 crore via films and brand endorsements last year. In a conversation with T E Narasimhan, Khan discusses if an endorser can be held responsible for a company's actions and the role of social media. Edited excerpts:
What is your view on the government's plan to penalise celebrities who are part of misleading ads? Can brand ambassadors be held responsible for the actions of brands or companies they associate with?
Most of the brands I work with are responsible. You can swear by them. At a personal level, my view is that you have to be clear about what you are marketing. If you find yourself trolled on social media, it is best to clarify your position and tell them where you stand.
Most of the brands I work with are responsible. You can swear by them. At a personal level, my view is that you have to be clear about what you are marketing. If you find yourself trolled on social media, it is best to clarify your position and tell them where you stand.
But isn't the role of brand ambassadors changing with the evolution of social media?
Social duties and responsibilities of a brand ambassador are increasing thanks to social media. This is partly due to the speed with which information spreads on social media. Today, things go viral on social media far more than on TV or posters. Nothing escapes the consumer, putting pressure on all stakeholders to be socially responsible. But if there are pros, there are cons, too. If you can separate the noise from the voice, I think you can survive being trolled or held responsible for a brand's actions on social media.
Social duties and responsibilities of a brand ambassador are increasing thanks to social media. This is partly due to the speed with which information spreads on social media. Today, things go viral on social media far more than on TV or posters. Nothing escapes the consumer, putting pressure on all stakeholders to be socially responsible. But if there are pros, there are cons, too. If you can separate the noise from the voice, I think you can survive being trolled or held responsible for a brand's actions on social media.
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