Deepika Padukone seems to have lost her charm among the brands as she has slipped from the second spot in celebrity brand ranking. According to ‘Duff and Phelps’ celebrity brand valuation report, one of the highest paid actresses in the industry, Deepika Padukone was ranked at number two last year. However, she has slipped to number three alongside her husband and actor Ranveer Singh, with a brand valuation of USD 93.5 million, while Akshay Kumar has replaced her as the second most-valued celebrity.
Cricketer Virat Kohli continues to hold the top spot with a brand value of USD 237.5 million. Notably, Padukone invited the displeasure of many as she conducted a major PR stunt ahead of the release of her movie Chhapaak in JNU. Even the brands she has been associated with seemed disassociating themselves from her after the JNU misadventure.
Earlier, TFIreported that following her JNU adventure, brands were rethinking contracts with Deepika Padukone on January 15, 2010. Many leading brands are reportedly shadow-banning Padukone’s visibility on the electronic and digital medium, and also reviewing future deals with the star.
Deepika had hypocritically expressed her solidarity with the JNUSU while neglecting the ABVP, which was also equally affected by the violence inside the varsity campus. Her unprincipled solidarity for the JNUSU was a PR stunt for her upcoming movie ‘Chhapaak’, which eventually failed to create a buzz. While some brands are reducing the visibility of advertisements featuring Deepika, others are expected to give Deepika a tough time in future deals seeking her endorsement. Padukone has a net worth of about 103 crores and endorses close to 23 brands, including Britania, Vistara Airlines, Axis Bank, L’oreal, Tanishq, among others, reported The Economic Times.
It seems Deepika is paying quite a heavy price for her JNU stunt as apart from her own repute, her professional life is also feeling the heat. Not only is Deepika Padukone being shadow-banned and her visibility curtailed, but her stunt has also cost her dearly at the box office. Her film Chhapaak, directed by Meghna Gulzar is a colossal flop at the box office, and Tanhaji has effortlessly trumped it in terms of money minting.
Several actors and actresses including Deepika, Swara Bhasker and Sonam Kapoor have taken political stances against the government. However, citing Deepika’s popularity, her thoughtless JNU stance was irresponsible. She must be careful in the future before taking political sides to avoid such repercussions.