Advertisers see stars as Bollywood drug abuse investigation widens

Agencies advise clients to exercise restraint; some say impact temporary

The ongoing investigation into the use of drugs in Bollywood has compelled advertisers to err on the side of caution. Advertising agencies that Business Standard spoke to admitted that conversations had begun with their clients to exercise restraint while using brand endorsements featuring film actors whose names appeared in the probe.
 
"There is a level of caution among advertisers as the investigation has widened in the past few months. Most brands prefer celebrities who are perceived to be clean. It will, therefore, be a negative for an endorser whose name figures in the probe," said Manish Bhatt, founder director