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Celebrity endorsement becomes a risky business
Rediff.com

Celebrity endorsement becomes a risky business

The call to make brand ambassadors accountable has rattled filmstars and sports stars. Image: The phenomenal rise in activism, especially on the social media, has made celebrity endorsement a risky business. Photograph: Reuters     In April, in the midst of the Indian Premier League season, Mahendra Singh Dhoni stepped down as the brand ambassador for Amrapali, a real estate developer. Buyers of its Sapphire project in Noida were upset at the delays and had taken out their ire ... Rediff.com, 2 months ago
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