MAM
Will Salman Khan succeed to keep his brand value intact?
MUMBAI: With over Rs 200 crore riding on the actor, Salman Khan’s brands and producers are as worried as the actor himself. After Mumbai Court’s verdict earlier today, Khan will be spending the next five years in jail, which inevitably puts a big question mark over his brand value.
Forbes listed Khan at the pole position in the list of top earning celebrity with Rs 244.30 crore and there are numerous brands, which have him as a brand ambassador. As the days ahead unfold, it remains to be seen if the verdict does impact the brands he’s associated with.
Khan has been associated with brands like Thums Up, Revital, Wheel, Astral Pipes, PN Gadgil Jewellers, Dixcy Scott, Relaxo and Suzuki. However, the media buying and planning fraternity they seems to have been prepared for the verdict, which was announced today.
Speaking to Indiantelevision.com, Helios Media managing director Divya Radhakrishnan says, “Brands were prepared for this. Salman didn’t commit the crime now and whichever brand has associated with him was aware of the fact that he may land up in jail any moment as the case was in court. On the question if this will impact brands; well, after knowing that Salman is accused of murder and illegal hunting, people gave him record weekends in theatres. I think that just about settles the argument.”
Another industry expert and brand manager with a talent management firm opines that the current judgment spelt a career-ending move for Khan. “There is a strong reason for brands to drop Salman Khan. Brands like Coca Cola, Suzuki or Unilever have all talked about an integrity and ethical based management style, social governance and social responsibility. They speak about being leaders in society. For them, to have a point of view and image and then also to have a convicted murderer as their brand ambassador, just doesn’t fit well. If he continues as a brand ambassador, they will lose all credibility in terms of social integrity and leadership,” the manager says.
A media executive dealing with celebrity brand endorsements, on condition of anonymity, too remarks in the negative. Speaking about the outrage on social media, he says, “Yes, you will have a large number of people expressing their sympathies. That’s the fan base and they and will support him. From their perspective, if he has killed someone and then bribed the driver maybe to take the blame, the person does not deserve to go to jail.”
Providing another insight, he adds, “Having to listen to what his supporters have to say is very polarizing. One section also strongly feels that he should go to jail and as a marketer you cannot have something polarizing. Yes, he has a fan base but it is going to antagonize the majority. Brands have no choice but to drop Salman Khan. They continued their association until now as the case was on-going and it was a matter of being innocent until proven guilty.”
On his expected appeal in the high court, the executive remarks, “He will appeal in the High Court but he bottom line is that he is guilty until proven otherwise.”
The advertising industry has always spoken aggressively about ethics and honesty. Echoing the same sentiments, a creative director of a reputed organization says, “As he has been officially convicted for breaking the law, it would be moral suicide for brands if they still stick to Salman Khan… at least till the time that he has served his term in jail. He has been lying to the court that he was not on driver’s seat when the accident took place and one after another conspiracy theorieswere put forth. He has a huge fan base and certainly they will stick to him even now but a criminal is a criminal and brands should not make him the face of promotion, in my opinion.”
Khan was also the host of the popular reality show Bigg Boss on Colors. The channel was supposed to have his services as host in the upcoming season too.When enquired about the impact of court’s verdict, a source in the channel says, “It is too early to make a statement on this as the show is still four to five months away.”
While there was a bloodbath on the bourses today, with the Sensex and Nifty falling 723 points and 228 points respectively, media scrips associated with the actor like Eros International Media and Mandhana Industries also saw a fall following the court’s verdict. Eros International Media, which owns the global rights of Bajrangi Bhaijaan and Hero, fell 5.72 per cent to close the day at Rs 380.80. On the other hand, Mandhana Industries, which has the exclusive global license to design, manufacture, retail and distribute Khan’s Being Human Clothing line, was down 4.24 per cent and closed the day at Rs 264.54.
Brands
Zee partners L’Oréal Paris on multi-language Glycolic Gloss campaign
Brand films and show integrations target Hindi, Marathi, Tamil and Bangla viewers
MUMBAI: Zee Entertainment Enterprises Limited has partnered with L’Oréal Paris to roll out a multi-regional advertising campaign for the Glycolic Gloss haircare range, leaning on regional storytelling and trusted television celebrities to drive belief and recall.
The campaign spans four bespoke brand films and contextual integrations across Hindi, Marathi, Tamil and Bangla markets. At its core is a simple consumer insight: Indian audiences are more likely to trust visible results validated by others than abstract product claims.
Zee Entertainment Enterprises head of advertisement revenue, broadcast and digital Laxmi Shetty, said brands are increasingly seeking relevance and credibility alongside reach. She said the campaign demonstrates how regional “dilfluencers” can turn product claims into “visible, validated experiences” by embedding brands within authentic storytelling across platforms.
To that end, Zee has deployed its roster of regional “dilfluencers”: familiar faces from leading fiction channels, to anchor the films. The celebrities share first-hand experiences with the Glycolic Gloss range, framing shine and smoothness as instantly noticeable and socially affirmed rather than promised.
WPP Media president, client solutions, South Asia Shekhar Banerjee, said the campaign was designed as a platform-first, integration-led solution that balances scale with attention. Aligning the brand with Zee’s premium content and trusted talent, he said, helped push impact beyond visibility towards sustained brand trust.
Beyond standalone films, the campaign extends into contextual integrations within top-rated fiction shows airing through January and February 2026. These in-show moments are designed to embed the product into everyday narratives without disrupting viewer engagement.
L’Oréal Paris India general manager Dario Zizzi, said the renewed partnership reflects the brand’s focus on engaging India’s diverse consumer base through local languages and culturally resonant narratives. He added that integrating the Glycolic Gloss range into Zee’s regional content allows the ‘Gloss Ki Guarantee’ proposition to connect with women’s lived experiences across markets.
The initiative will run across Zee’s linear television network and its OTT platform, Zee5, combining mass reach with digital amplification. For L’Oréal Paris, the strategy reflects a deliberate move away from one-size-fits-all communication towards locally resonant messaging tailored to language, culture and viewing habits.
Media planners involved in the campaign say the approach underscores a broader shift in beauty advertising, where scale is increasingly paired with credibility and contextual relevance. By aligning with premium content ecosystems and well-known regional talent, the Glycolic Gloss campaign aims to translate visibility into sustained brand trust.
