Madhuri Dixit ‘humiliates’ a brand she formerly endorsed

Bollywood diva Madhuri Dixit has reportedly embarrassed a certain brand that she has been endorsing for a while. The 49-year-old actress, who still looks much younger, has been the face of a leading anti-ageing product for some years. The endorsement contract is over now.

However, her fans and followers were recently in for a rude surprise when Madhuri revealed that the secret behind her wrinkle-free and youthful skin was a product manufactured by another brand and not the one she had been promoting all these years. In one of her recent media interactions, the ‘Gulab Gang’ actress claimed that after using the product, she felt “like I’m still 22, not 49! It’s so easy to use, and the results are amazing!”

Her statement in this regard has given rise to question whether celebrities endorsing a product actually believe in it. This is also a setback for the brand they endorse as public trust in the product is hampered.

Following the incident, brands have become more cautious about signing up celebrities and formulating their clauses, a report in a leading publication stated. New clauses are being included in the contract according to which a celeb endorsing a product cannot badmouth it or talk about rival brands once the contract is over.

The report quoted an actress as saying, “As it is, the contracts run into dozens of pages, now after Madhuri’s comments, new clauses are being added to contracts. Now the brands are contemplating putting a clause that you can’t endorse different beauty brands back-to-back. There has to be a gap of a year of more.”

An adman also added, “Actors get paid more for doing ad films and print campaign than they do for films. It’s like three-to-five days of work and they are even paid less to do films, for which they need to give at least 30-50 days a year. They need to be respectful to the brands they endorse. What Madhuri did was in bad taste.

Currently, Mudhuri is a judge on the Indian version of dance reality show ‘So You Think You Can Dance’, along with choreographers Terence Lewis and Bosco Martis.