Snapping a brand over ambassador's actions

Amid the intolerance controversy - beefed up by Amir Khan's statement - taking a toll on Snapdeal, more than 50 per cent people have backed the eCommerce major.
Despite the wrath rendered into down rating of app on Google Play Store and social media campaign #AapWapsi, Snapdeal has been backed by 60 per cent of respondents who in a survey conducted by Airloyal, said that that they will continue to shop with the eCommerce major despite the comment made its brand ambassador. The survey depicts opinion of about 500 citizens of India on the subject of Snapdeal being snapped over ambassador’s action.
According to the survey, though 41 per cent of respondents disagreed with the thoughts of Amir Khan and 37 per cent have said that the actor’s comments are unfair, a whopping 60 per cent respondents said to continue shopping with the online portal.
Amir Khan, who has been appointed as ambassaorr of Gurgaon-based eRetailer, found himself in muddle after his statement on rising intolerance in the country. Snapdeal was seen as an extension of Aamir, and the effect was reflected in dipped ratings of Snapdeal on Google Play Store besides trolls asking each other to boycott the etailer. Soon after the fury, the eRetailer tried disaster control and released an official statement distancing itself from the actor’s comment.
“Snapdeal is neither connected nor plays a role in comments made by Aamir Khan in his personal capacity. Snapdeal is a proud Indian company built by passionate young Indians focused on building an inclusive digital India. Everyday we are positively impacting thousands of small businesses and millions of consumers in India. We will continue towards our mission of creating one million successful online entrepreneurs in India,” read the statement by company.
Godrej Group, which has the 50-year-old actor as its brand ambassador till 2014, took no time to dissociate itself from the actor and tweeted, “Aamir Khan's contract with Godrej ended in March 2014. The said current views are his personal & in no way connected to us."
Believing that Snapdeal shouldn’t be facing the brunt, Sachin Bansal, co-founder of Flipkart, Snapdeal’s rival company took it to social media and tweeted, “This is a flawed logic. Brands don't buy into brand ambassador’s personal opinions. @snapdeal shouldn't face this.” Soon, #SnapdealForIndia was also trending, with people backing the e-commerce portal.
So intense has been the backlash that arch rival Flipkart too thought it wise to point out there was no connection between the brand and the personal views of its ambassador.
Of course, there exist no connection between the brand and the personal opinions of its ambassador. Omega watches never suffer because of its ambassador George Clooney's political views or the candidate he supports during the US Presidential elections. But the question is, why should a brand be targeted for its ambassador’s action?
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