Campaign India Team
Aug 06, 2021

Brands that ignored our emails are now using her for moment marketing: PV Sindhu's management firm

Sindhu is peeved with companies using her name and face without consent after her Bronze win in Tokyo

Brands that ignored our emails are now using her for moment marketing: PV Sindhu's management firm
Pusarla Venkata Sindhu (PV Sindhu) is looking to take legal action against brands that have used her name and image after she won Bronze on 1 August during the ongoing Tokyo 2021 Olympics.
 
Immediately after, several brands leveraged the ‘moment marketing’ opportunity to congratulate the shuttler on her win. Sindhu's management firm, Baseline Ventures is now suing them for exploiting her image, and for using her name and face, without her consent.
 
In a conversation with Campaign India, Ramakrishnan R, co-founder and director, Baseline, explained why.
 
"Sindhu's existing sponsors are shocked at the fact that brands are using her image to congratulate her. And then there are some brands that we have reached out to in the past for sponsorship that have not replied to us and now have gone ahead and used her name and image for this 'moment marketing' endeavour," he said. 
 
Ramakrishan added that some brands have spoken with the company and taken down the posts after realising that it was a mistake. The legal team is speaking to the other brands at this moment.
 
Brands that could likely be sued include Aditya Birla Group, Apollo Hospitals, Happydent, Pan Bahar and Vicks, among others.
 
According to a GroupM report, PV Sindhu is the highest-paid non-cricketing athlete in the country. She also generates the most conversation on social media, according to the same report.
 

 

Source:
Campaign India

Related Articles

Just Published

3 hours ago

Rural consumption continues to outpace urban ...

The latest data from NielsenIQ indicates that rural areas have become the primary driver of consumption growth in the FMCG sector, a reversal of previous trends where urban centres led growth.

4 hours ago

Havas to offer staff up over $40 million in ...

Bosses could get extra $8 million in cash bonuses for working on separation from Vivendi, prospectus reveals.

5 hours ago

FCB/SIX India announces key senior leadership ...

Since its launch in 2023, the agency’s staff has tripled, now numbering approximately 170 team members.

6 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.