When Shah Rukh Khan was assisted into a bathtub by Bollywood's leading ladies for a Lux advert, his fans demurred and many an eyebrow was raised. His second brush with another brand with a similar name— innerwear maker Lux Cozy—was not all that smooth. Kolkata-based fans of Kolkata Knight Riders, the team that Khan owns, were miffed that the team had inked a sponsorship deal with a company whose owner Ashok Todi has been accused of instigating suicide.
Khan has now put the sponsorship deal with his team on hold, even though he would personally continue to endorse the brand. This is, however, not the first time that Shah Rukh's involvement with a brand has caused him trouble. Shah Rukh was among the celebrities who was signed as a brand ambassador for a series of glitzy ads for Home Trade in 2001. The promoters of the company scammed investors and cooperative banks to the tune of Rs 600 crore before absconding. In 2007, Khan got some flak for endorsing Fair and Handsome, a fairness cream for men. Khan, to date, has not endorsed tobacco or alcoholic products.
SRK BRAND EQUITY