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Blog: A celebrity's personal morality is not a brand's responsibility: IIHB survey | Opinion

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After wrestler Sushil Kumar was arrested on murder charges, the old controversy around the brand ambassador impacting the fortunes of the endorsed brand resurfaced. There was much din and noise in earlier cases involving Saurav Ganguly and Akshay Kumar when their infirmities made the brands they were endorsing a laughing stock on social media. Both the brands, Fortune Oil and Dabur Chyawanprash, and their celebrity ambassadors were badly lampooned in earlier months.

So with Sushil Kumar now in jail, the team at the Indian Institute of Human Brands (IIHB) set out to ask consumers if the arrest of the fallen Olympian would impact their views on Patanjali Desi Ghee. A total of 332 respondents (M= 231, F=101), all in the 18-35 years age segment were telephonically contacted in the week of 7 June 2021. 87% of the respondents said that Patanjali Ghee had done no wrong. The celebrity’s personal morality was not the responsibility of the br ....

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Covid-19: After healthcare, FMCG inflation hits Indian households

Indian consumers are paying more for essential products including edible oils, staples, personal and home care products. The rising prices of essential goods have hit lower and middle income households hard as higher healthcare costs during the pandemic have already hit savings. ....

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Adani Group plans to tweak airport business, launch IPO after hive off

The Adani Group is planning to hive off its airport business from the holding company Adani Enterprises. According to media reports, the plan is to list the airport business unit separately and raise USD 500 million via a private placement of shares in Adani Airports Holdings before launching a fina ....

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Covid-19: Middle class inflation spikes due to FMCG price hikes

The most glaring price hike has taken place in edible oils where MRP has shot up close to 50 per cent in the last one year. Consumers of Fortune Oil for instance, are paying Rs 215 for a one-litre pouch of oil today, as opposed to Rs 135 in April last yea ....

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Covid-led FMCG inflation stings middle class! 40% grocery costlier; edible oil up 50%

The most glaring price hike has taken place in edible oils where MRP has shot up close to 50 per cent in the last one year. Consumers of Fortune Oil for instance, are paying Rs 215 for a one-litre pouch of oil today, as opposed to Rs 135 in April last yea ....

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