Riding high on the box office success of KGF Chapter 2, Yash (Naveen Kumar Gowda) has refused a multi-crore endorsement deal for a pan masala and cardamom brand. The agency that manages endorsement deals for Yash, Exceed Entertainment, shared the information with journalists. The development comes a week after Akshay Kumar apologised for having featured in an advertisement for a pan masala brand.
“I remember when we became a part of the team with Yash and his long time friend and associate Prashant in March 2020, we created an informal group for communication and it was named ‘storm is coming’ that is the belief he is instilled in us, at a time when no one knew when will the filming of KGF2 will complete let alone release and be a monstrous hit,” Arjun Banerjee, the head of the talent management agency that manages endorsements made by Yash, said in a press statement.
“At this point, we as a team are looking at long-term partnerships only, whether it’s in the form of strategic investments, endorsements or equity deals. Recently we declined a double-digit multi-crore offer from a pan masala brand and are going to be extremely mindful on who (sic) we associate with. Given his pan-India appeal, we want (to) use this opportunity to give (the) right kind of messaging (sic) to his fans and followers and invest our time and sweat with brands which have a conscience, are like-minded and want to play the long game, just like the man himself,” Banerjee said.
Akshay Kumar had announced his disassociation with a pan masala brand soon after featuring in a commercial for the brand, joining Ajay Devgn and Shah Rukh Khan for the promos of Vimal’s cardamom products. The brand also sells tobacco products. Last week, Akshay apologised to his fans and shared a note that said he’d use the endorsement fee for a worthy cause.
Soon after he appeared in a new Vimal ad alongside Shah Rukh and Ajay Devgn, Akshay faced a barrage of protests on social media. The actor promised to be “extremely mindful in making future choices”.
Kumar wrote in his post, “I am sorry. I would like to apologise to you, all my fans and well-wishers. Your reaction over the past few days has deeply affected me. While I have not and will not endorse tobacco, I respect the outpouring of your feelings in light of my association with Vimal Elaichi. With all humility, I step back.”