Brand Kangana still strong despite ban

Industry experts believe that the blanket ban by the Entertainment Journalists' Guild will have little effect on the star's brand value

e4m by Shweta Raaj Singh
Updated: Jul 16, 2019 8:46 AM
Kangana Ranaut

Despite facing a blanket ban by the Entertainment Journalists' Guild, in wake of the recent verbal squabble between Kangana Ranaut and a reporter during a promotional event, brand Kangana, has only emerged stronger. The brands she endorses stand in support of the actress. According to trade analysts, the Bollywood actor's recent stance doesn't cast any shadow on her brand value, rather it would only grow more powerful.

Being seated at top of her game, the choices Ranaut made and the roles essayed have only leapfrogged her brand image as honest, brave, intelligent and strong. According to trade analyst, Taran Adarsh, Kangana Ranaut, as a brand, has only emerged powerful. Adarsh pointed, “Kangana Ranaut is at the top of her game, today. With films such as Tanu Weds Manu, Tanu Weds Manu-2, Queen, and Manikarnika, doing a female lead, the actress has only emerged stronger.”

When asked about whether brand Kangana Ranaut has taken a hit following a verbal spat with media recently, Adarsh was quick to dismiss it and said, whether a controversy or no controversy, Kangana Ranaut is an extremely powerful brand. “For the common man, who might be reading about the news or reports doing the rounds however it doesn’t have anything to do with the controversies. It is the content she has chosen and it has only cemented her position.”

Agreeing with Adarsh, one of the leading home-grown FMCG group’s, Emami, a skincare brand, of which Ranaut is a brand ambassador, believes that Kangana Ranaut is a powerful brand by herself. Responding on whether the recent controversy would mar the brand value of Ranaut, the spokesperson from Emami said, “We don’t see any reason for discontinuance.”

Echoing similar sentiments, a spokesperson from Anita Dongre’s Global Desi maintained that such controversies do not affect the brand as it was a personal furor. exchange4media also approached brands such as Titan Eyewear, Lawman, Voylla jewelry, Vero Moda to understand their views on the matter, however, the brands maintained that they wouldn’t want to comment on a personal matter between the actor and the journalist.

“Kangana has a huge fan following and has a brand statement. She has created her own space and has been loved, globally. Every personality has their own views and values. And the same goes for Ranaut. Her stand on various issues which subsequently lead to the controversy wouldn’t hurt her brand value,” believes Girish Johar, Film Trade and Business Analyst.

Currently, the Queen actor is a brand ambassador of four brands – Liva by Aditya Birla Group, Signature Masterpiece – Diageo, Emami’s Boroplus and Khadims' shoes and bags.


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