It goes without saying that drug abuse is detrimental to one’s health. And now, going by the latest report of Indian Institute of Human Brands (IIHB), it can hit a brand image adversely, too. Even as Narcotics Control Bureau (NCB) continues its investigation in the drug scandal involving certain Bollywood actors, the IIHB research shows that 85% of the respondents said they wouldn’t buy a brand/product endorsed by a drug-tainted celebrity. While 68% found such behaviour by celebrities ‘disturbing’, 54% were not surprised that celebrities use drugs.

Experts, on their part, feel any kind of “bad press shakes a brand”. “That way, it’s surely bad news for celebrities [whose names have cropped up]. Brands get scared easily. So, even if an endorser is involved in a road accident, they’ll start having second thoughts. That’s why it’ll have a direct/indirect impact but the extent of it will depend on what the final outcome of the investigation is,” says ad guru Prahlad Kakar. Trade analyst Taran Adarsh feels that those who are “proven to be involved will take a major hit vis-à-vis their brand value and image, not just in the ad world but across the board.”

As per the research, when respondents were asked if they could recall any of the names [of actors] mentioned in the media, apparently, 48% spontaneously named Sara Ali Khan, while 42% could recall Rakul Preet Singh. Rhea Chakraborty and Simone Khambatta were mentioned, too. Ad filmmaker and Bollywood director Vinil Mathew believes “in the short term, it may have an effect on people”. “It could even make many buyers anxious. But the ‘silent majority’, who buys products especially FMCG ones, are unlikely to be swayed, as of now,” he says.

At the same time, Mathew feels any kind of “long-term impact” [on named celebs’ brand value] “will depend on the outcome of investigations”. He adds, “Also, majorly, only those products that have a large online connect are likely to be temporarily affected since the case is getting amplified on social media.” But Kakar feels “public memory is too short”. “They deliver one or two hits, and everything will be forgotten,” he concludes.

After Bollywood actor Rhea Chakraborty’s alleged surprising disclosures, during the drug abuse investigation by the NCB, and names of Sara Ali Khan and Rakul Preet Singh, among others, coming up in the public domain, IIHB apparently conducted a telephonic research over the September 12-13, 2020 weekend reaching 487 respondents (M 251, F 236) across India to gauge reactions to the continued use of such celebs for brand endorsement. Among other findings, as high as 82% youngsters in the 18-30 year age group said drug abuse by a celebrity made them ‘untrustworthy’. Also, 88% of the sample said brands that use such celebrities would fall in their esteem, and they may not ‘trust’ such brands.