EXCLUSIVE: Deepika Padukone, Sara Ali Khan & Shraddha Kapoor's brand value to suffer due to drugs controversy?

Updated on Sep 28, 2020 04:17 PM IST  |  2.5M
   
Deepika Padukone, Sara Ali Khan and Shraddha Kapoor are caught up in a drugs controversy
EXCLUSIVE: Deepika Padukone, Sara Ali Khan & Shraddha Kapoor's brand value to suffer due to drugs controversy?

It's definitely a dark period in the world of Bollywood with Sushant Singh Rajput's death case switching gears to a drug nexus angle. The past few days have seen celebrities like Deepika Padukone, Sara Ali Khan and Shraddha Kapoor being investigated by the Narcotics Control Bureau. What does this mean though for these actors' celebrity brand value and advertisement deals? Let's find out!

We've seen on several occasions as to how brands get the jitters when B-town celebs get into controversies. Their response has been to drops them as brand ambassadors in a jiffy. Case in point, Aamir Khan lost his Snapdeal contract after his controversial "intolerance" remark while Salman Khan was also dropped as Thumbs Up's brand ambassador. Interestingly, this hasn't occurred in the case of Shah Rukh Khan. In the current scenario, the perception of celebrity brands has changed thanks to social media and news channels. Brands really don't want to lose consumers over celebrities who endorse their brand.

Prahlad Kakkar, senior ad filmmaker, stated that brands will never take a stand and what is happening is political vendetta as they are picking up people who have stood up against the regime. "All said and done, brands will wait and watch what happens to the celebrities. Once they are cleared, they will go back but brands till then may prefer to go with non-controversial people who are not embroiled in any kind of controversy. Brands don't want to polarise their consumer for or against the brand and in this case, it is the brand ambassador."

When it comes to Deepika, Sara and Shraddha, the actresses together hold quite a bit of the market but an insider noted how advertisements are being downplayed for the simple reason of public sentiments being against them. There are some who feel that public memory is short and once the stars are cleared off the allegations, the perception will change with brands going back to the same names. To the question; will the drugs controversy create a dent in their brand value, A brand consultant confesses, "It is too early to comment on it. None of the brands have walked out but renewal will be a challenge." They also added that brands are sensitive towards this and all their contracts are being reworked with caution towards drugs. According to her, brands will start tapping into untapped stars like Ayushmann Khurrana.

The safest bet for any brand is moving towards sports celebrities, they continue and add that brands will lose Bollywood talent wisely but endorsements will continue. For example, Aamir recently signed with two brands. Another example is Salman, who got trolled, yet several brands have come on board for his reality shows which prove that brands have faith in him. During the IPL match-fixing scandal, MS Dhoni's brand value was not affected. Moreover, the stars in the drugs controversy have not been proven guilty so it's too early to jump to any conclusions.

"Celebrity endorsement of a brand is not just a marketing activity, it’s a long term investment and partnership on the product life cycle. Negative PR has an impact but it’s temporary. Did we stop buying Maggie or Cadbury due to safety issues? There was a temporary impact on the sales of the products. The consumer requires an assurance, an "all is ok" and we eventually got back on having our favourite noodles and chocolate," says Deepesh Shah, senior marketing consultant who has marked hit films like Bajrangi Bhaijaan and Piku.

ALSO READ: NCB seizes mobile phones of Deepika Padukone, Sara Ali Khan & Rakul Preet Singh in drugs case: Report

Deepesh makes a valid point by saying that celebrities need to connect back with audiences and deliver good performances and stories. To gain ground which may seem to have been lost, it’s more of a perception issue. None of the celebrities have been arrested or proven guilty and they are cooperating with the ongoing investigation.


Comments
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Anonymous : dp should focus on charity just as saman does to cover up his bad deeds
REPLY 0 8 months ago
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Anonymous : My drugs FOREVER is amazing couple Ranveer&Deepika!
REPLY 8 1 year ago
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Anonymous : Ranveer is not drugie..
REPLY 2 1 year ago
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Anonymous : Why do brands take celebrities to endorse their products all the time? There are so many beautiful men and women out there to endorse products. I see better looking people on the streets than these dumbos. You want to promote Lipton green tea or Lakme products thru druggies?
REPLY 13 1 year ago
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Anonymous : True they already so rich..give others a chance
REPLY 6 1 year ago
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Anonymous : The problem in India is that people are obsessed with these nachne wale (luckily this attitude seems to FINALLY be changing) and the second issue is that modeling agencies and pageants usually (but not always) want super tall chicks on their roster (even though height usually does not matter for print or ad work!) so that they can easily use these same models for runway work (where very tall height is desired). Agencies have just become lazy. This leads to a lot of frankly plain or even ugly looking chicks becoming models for brands like Lakme (when Bollywood isn't hogging the endorsements) just because they're close to 6'ft. Honestly, in Delhi and other parts of North India, the average middle class girl at the shopping mall is better looking than the average model in Mumbai if you give her the same grooming. She just probably won't be the flat-chested giant that modeling agencies are looking for!
REPLY 3 1 year ago
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Anonymous : #happybirthdayBSGautham special hits songs videos age 29 years 1991 October 28 Wednesday #khiladiisback 2020
REPLY 0 1 year ago
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Anonymous : Then how is Salman Khan still maintaining his brand value going into crores? Rather it got increased many times post all his controversies including killing of rare animal & people. And, here we are taling about taking weeds/charas!
REPLY 9 1 year ago
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Anonymous : I have stopped buying anything endorsed by bollywood actors. No they are not stars they r just actors for me. They may not be proven guiltyof drugs but they are already proven guilty of hypocrisy and I donot want to support such people.
REPLY 8 1 year ago
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Anonymous : There hardly anything heroic about the Bollywood brigade anyways...Sports, real life heroes are definitely a superb alternative!
REPLY 7 1 year ago
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Anonymous : Me and crores like me will never buy things endorsed by bullywood ever again, especially the names whose ‘rheality’ we the people have clearly understood now! They have no idea of the power of the common man and they should buckle up because they are all about to witness it in the near future.
REPLY 26 1 year ago
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Anonymous : It is ok but Who killed Sushant???
REPLY 30 1 year ago
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Anonymous : These are small fish . Who is the real Big Boss? They need to catch him or her. KJO , The number 1 NEPO king who destroyed many careers Did not know that one of his managers was doing drugs like really?
REPLY 21 1 year ago
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Anonymous : I’m not buying anything that’s idiots endorse get Prachi Desai back
REPLY 20 1 year ago
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Anonymous : All Bollywood consume drugs pay no heed to their statements. They think they are above the law and VIP OF THEMSELVES . Put em behind bars pehle daalo andar phir investigate .
REPLY 19 1 year ago
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Anonymous : deserve at least 6 months in jail
REPLY 17 1 year ago
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Anonymous : lock em up
REPLY 15 1 year ago
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Anonymous : Depressika
REPLY 21 1 year ago
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REPLY 6 1 year ago
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Anonymous : Dopika
REPLY 17 1 year ago
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Anonymous : Hehehe
REPLY 8 1 year ago
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Anonymous : They are not criminals.i don't think so
REPLY 16 1 year ago
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Anonymous : Wow really?
REPLY 11 1 year ago
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Anonymous : She has to be thrown out of Prabhas movie else no one will watch it. Also we need to stop buying the products she endorses. We makes crores through endorsements.
REPLY 22 1 year ago
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Anonymous : she made enough money by doing lousy, no good movies. There is no cash flow problem. let her serve some time and Rott
REPLY 17 1 year ago
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Anonymous : No matter how much money these idiots have made, rahenge tho ye nachne wale. That’s their real aukath. Indians you have finally woken up, but now please STAY awake! Boycott every single one of them. These clowns take their clothes off (yes males included!) and do mujra for money but then behave as if they’re doing a favour on the public. Time to start teaching our youth to aspire to be the next Ratan Tata or Elon Musk, not a fake “hero”. The difference between kids abroad and here, is that despite being intelligent, Indian kids don’t really dream of opening start ups. That entrepreneurship culture doesn’t exist in India but really should! Oh and by the way, a lot of Americans started boycotting Hollywood movies after the Harvey Weinstein scandal, and the industry has seen a lot of losses in the last year as a result. Just goes to show that we the people, DO have the power.
REPLY 23 1 year ago
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Anonymous : Deepika and sara shud fall hard. Boycott those brands
REPLY 23 1 year ago
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Anonymous : I am surprised that Ranveer is not taking drugs
REPLY 13 1 year ago
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REPLY 0 1 year ago
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Anonymous : does any of this surprise anyone ? Its the entertainment industry, everyone has a price they are willing to push boundaries, morals for. They've already sold their souls, admitting they did all of this for money and lifestyle won't be of any use to them... With Sanjay he at least admitted his drugs, his criminal behavior, his horrible actions...that already takes a lot especially with an entertainers ego.... Im not saying what he did is justifiable...but he is not making us a fool and its our choice to either watch his movies or not, put money in his pocket or not. These other women are portraying this goody image, telling lies about their healthy lifestyle , and just making us a fool. time for us all to wake up and stop accepting their bs.
REPLY 23 1 year ago
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Anonymous : my lovely crushes
REPLY 10 1 year ago
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Anonymous : In fact with so much more publicity now their brand value has even increased.
REPLY 13 1 year ago
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Anonymous : Like would you want to buy her suggested brand of nature's yoghurt because it is chemical substance-free? really?
REPLY 13 1 year ago
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Anonymous : In reality drugs are the secrets of their energy.. but what do they claim for their fit body? : strict diet, exercise, discipline, timely sleep blah blah blah...who is going to buy their lies anymore?
REPLY 42 1 year ago
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Anonymous : Where r all the men. Why weren’t they mentioned
REPLY 49 1 year ago
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Anonymous : Go and hide ur face smwhere deepi . Bringing a shame to each product u endorsed because drugs is illegal and its as simple as that. Now what u will the secret of ur so called fit n healthy body? Ek chutki hash??
REPLY 56 1 year ago
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Anonymous : True but her “fit and healthy body” is shaped like an ironing board. She’s very masculine and aging terribly.
REPLY 11 1 year ago
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Anonymous : Fit and healthy?? She is skin and bones.
REPLY 9 1 year ago
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Anonymous : Deppika: Repeat after me Bolywood bimbos: roses are red violets are blue, let’s go to jail me and you!!
REPLY 44 1 year ago
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Anonymous : Why is this news??
REPLY 18 1 year ago
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Anonymous : Because this is a gossip website. What did you expect!?
REPLY 8 1 year ago
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Anonymous : We are engrossed in Bollywood so much that we forgot about *our* farmers.periodtt
REPLY 33 1 year ago
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Anonymous : Not at all engrossed in bolywood dear. Engrossed in cleaning the drug shit out n if it starts from here, why not?
REPLY 14 1 year ago
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Anonymous : The fault dear brutenation lies not in what is in 48 pts and not 26 points but in ourselves. So pay attention to farmer info and learn what you can about bollywood drug ties. read both what is the problem
REPLY 9 1 year ago
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Anonymous : Then why are you spending time on a gossip website yourself!? Go and farm!
REPLY 10 1 year ago
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Anonymous : Bollywood is way too corrupt and their level of manipulation is far beyond our understanding.Everything will be pushed soon under the carpet and they will all go back to playing games again. Even after all these happening people still stand with them . Honesty integrity credibility doesn’t stand a chance in bollywood.
REPLY 26 1 year ago
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Anonymous : Repeat after me # I am DruggiePadukone
REPLY 31 1 year ago
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Anonymous : Repeat after me i am kangaroo druggi ranaut
REPLY 6 1 year ago
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Anonymous : Boycott this filthy so called superstars. We don’t need our youth to be following these druggies. Brands must employ better judgement.
REPLY 34 1 year ago
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Anonymous : Deepi will tk inspiration from salman’s being human, charities etc and everythin will be sorted. Fans r usually very foolish
REPLY 42 1 year ago
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Anonymous : Who killed Sushant?
REPLY 6 1 year ago
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Anonymous : I think the whole public has short memory may be true. But the trust deficit created by these stars will take years to mend. You just have to read comments on social media and YouTube comments to get a pulse of time. People are shocked by these revelations and it will take a long time
REPLY 50 1 year ago
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Anonymous : Yes it is a story because it shakes up star respect and brand association
REPLY 10 1 year ago
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Anonymous : Dangal did 2000 Cr worldwide after bhakts and BJP decided to boycott it. Talents overshines everything. Deepika will rise as she is talented. Padmavat did 300 Cr even after being banned in 5 BJP states in India. Can't say the same for shradha and Sara as they are glam doll.
REPLY 24 1 year ago
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Anonymous : Disgraceful. Prakash padukone wear a bag over your head. Ranvir and Deepika are #charsihusbandwife
REPLY 46 1 year ago
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Anonymous : STUPID DUMB DEEPIKA BANE PADMAVATI.
REPLY 41 1 year ago
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Anonymous : LMAO if Sanjay dutt can still be a superstar after his terror activities and Salman can remain a mega star after murdering 5 people then why cant Deepika,Shradha and Sara. Let's not forget that the same people who calls Sanjay dutt a terriorists and vowed to Boycott him are the people who insanely bought tickets of his biopic or image cleaning propaganda film and it break all records at box office.
REPLY 68 1 year ago
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Anonymous : So true, at least she did not kill anyone, doing drugs is bad but the things that people get away with in india is appalling..
REPLY 31 1 year ago
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Anonymous : At Sanjay Dutt did his jail time and accepted his mistake and wasn’t babied by his dad and was told everything will be ok. His father was able to show him his mistakes and at least he did his punishment and didn’t use his influence to get out of things like Salman Khan who has no integrity.
REPLY 15 1 year ago
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Anonymous : Sadly in india PR can wash off anything! They’ll take a huuuuge cut to “clean” her maligned image. She will sign more “ clean” brands to distance herself and make up for lost money from the huge PR fees she needs to pay. Will come out with an anti drugs campaign. Will sign a hundred movies with people who’ll think she’s “ cool” for doing ganja. Karan Johar will make a joke in next season of koffee with karan about her “ drug problem” and they’ll all laugh! Karan will call some non family folks and let them win a quiz and include swara bhaskar and tapsee pannu in top actress list for The rapid fire. And millions of people Will continue to follow nepo and talentless people coz their life is worse than the movies we make! Lol
REPLY 56 1 year ago
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Anonymous : 100% agree!!
REPLY 21 1 year ago
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Anonymous : So true and sad
REPLY 12 1 year ago
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Anonymous : let’s untrue it then we dont have to trust them and follow them boycott their movies and kwk
REPLY 9 1 year ago
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Anonymous : So true and 1 more prediction: a new "foundation" for sports
REPLY 13 1 year ago
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Anonymous : Nada! As long as she has money she’ll be ok.
REPLY 17 1 year ago
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Anonymous : Why only these three? Other druggies and mafias are not caught and we don't know who are the few % who are better off as humans, thus it's better to boycott everyone and everything they do!
REPLY 23 1 year ago
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Anonymous : The target is deepika. Since padmaavat days. Notice how arnab is prolonging the news on her. They want to make an example of her. Shame on them. They are afraid to take on the men but bullying deepika who may have been manipulated by the system.
REPLY 9 1 year ago
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Anonymous : Maybe a centre dedicated to detoxification and rehabilitation is required. No shame in that. Treat it like any normal illness. The programme should include education in geopolitics and world affairs so as to open the eyes of users. Let them learn how use harms the country and its people and how it compromises national security. We may feel that people know these things but maybe not. Just a thought. # justice for sushant # seal the borders against the drug menace.
REPLY 19 1 year ago
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Anonymous : That chuha needs to be Catched by NCB
REPLY 15 1 year ago
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Anonymous : See people are now turning Sushant into a God the same way they worshipped movie stars. People get a life ...... Nevertheless # justice for sushant. And kangana you are no different from the people in the industry. You are being used by the politicians and just saving your own a**. Your house and your office are quite costly! Lets hope that it can stand up to a money trail. Might I add that the authorities need to be more vigilant with respect to illegal stuff coming into the country. How does it get in ???????
REPLY 17 1 year ago
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Anonymous : What do you meant by you? Do you think she hangs out on Pinkvilla? LMAO
REPLY 4 1 year ago
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Anonymous : Despo Deepika
REPLY 23 1 year ago
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Anonymous : Tired of sniffing ranbirs boxers moved on to coke
REPLY 30 1 year ago
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Anonymous : I told url she is a brand. Url say role model. Go get lives people. Dont follow this fake desperate deepika or syppirt slutty sunny and mental kangana.
REPLY 18 1 year ago
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Anonymous : Ellen DeGeneres is finished in USA. Hers the media tries to save criminal face. Have some ethics.
REPLY 47 1 year ago
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Anonymous : You wish, but it won't. Once people see though this wild goose intended to malign some people & the industry, people will wake up.
REPLY 21 1 year ago
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Anonymous : You have high expectations of the average Indian's IQ. These past 3+ months have made me much too aware of the sad majority of stupid people in India.
REPLY 19 1 year ago
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Anonymous : you should go back to your begging bowl to Saudi, China and US.
REPLY 5 1 year ago
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Anonymous : Yes! let them suffer. Their images are fake anyway and they can’t fool the public anymore.
REPLY 55 1 year ago
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Anonymous : I am happy to hear this .
REPLY 29 1 year ago
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Anonymous : A person died because of these druggies bad habits (because this is indirectly helping the anti national elements and drug cartel)... why would they be celebrated anymore (again not everyone is celebrating mostly it is PR work and handful of crazy fans)... We don't want to see their faces anywhere ever again get lost
REPLY 52 1 year ago
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Anonymous : Are you for real? SSR was hooked to marijuana and not sure how that was linked to his death. But these people are being called druggies! Hats off to stupid people like you
REPLY 31 1 year ago
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Anonymous : If a person died because of drug habits isnt it the government fault how can you blame these women if drugs are suppossef to be illegal but yet still available on the streets.31 millon Indians did drugs in just 2018 is that also these women fault. You just have misplaced outrage.
REPLY 16 1 year ago
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Anonymous : Television commercials are hugely followed by younger generation. Hence its crucial to choose the right person with right values & clean background for youth to have them as role models/superstars etc.
REPLY 54 1 year ago
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REPLY 24 1 year ago
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Anonymous : We will not use any brands that this drguuies will endorse
REPLY 59 1 year ago
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Anonymous : I hate media trails. Just bcz of them Deepika Sara & Shraddha's images have been maligned now. This controversy will definitely affect their career for some time. But they're innocent and NOT druggie so audience will again accept them bcz they accepted Sanjay Dutt & Kangana Ranaut despite being drug addict. P. S : Get well soon Sanju Baba.
REPLY 32 1 year ago
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Anonymous : Millions in India fall prey to drug abuse and numbers only grow including the ever so poor and kids who resort to cheap fatal alternatives and used syringes.But we never cared enough about them.Now everyone is losing their minds over select few elites smoking up .. why? Well the thing is you may give whatever reasoning for ur selective politically charged outrages but the truth is our biases let us walk over a million dead bodies happily just because those statistics lack masala and don’t suit our biases enough.
REPLY 33 1 year ago
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Anonymous : do you follow your local rag picker? your kids influenced by them?
REPLY 1 1 year ago
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Anonymous : These people took drugs, they are caught and it’s political vendetta? Regular normal people are not stupid, they know what’s vendetta and what‘a not. They should focus their time and energy to clean themselves first before preaching
REPLY 37 1 year ago
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Anonymous : Dopika will lose the most because she had more higher paid ads
REPLY 61 1 year ago
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Anonymous : Producers will not easily invest in them cause they are labelled for life as druggies
REPLY 58 1 year ago
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Anonymous : It already finished their careers
REPLY 50 1 year ago
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Anonymous : We do not want these druggies and liars to sell us any more lies
REPLY 56 1 year ago
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Anonymous : We won’t forget this time ..Good luck
REPLY 56 1 year ago
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Anonymous : Completely agree. How shameless of pinkvilla to even suggest Indian public don’t care about criminals activities n they r dumb. They r literally telling it on our face. What the hell. I hope my fellow Indians grow some spine n boycott these criminals
REPLY 5 1 year ago
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Anonymous : They are not criminals
REPLY 2 1 year ago
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Anonymous : Shameless....an allegations can't make a person criminal until proven guilty liek Rhea is done....then even shushant is criminal because he also has rape allegations and drug allegations....so his he a criminal....a person is not criminal until proven guilty.....how are u sure the whatsapp chats is correct beacuse NCB didn't tell any official statement....even averages iron man was biggest drug addict and arrested for it....but he realised his mistake and made up for it.....only in india a person is criminal the instant they name forms up whether they are innocent or guilty people don't care....even of they are not involved people still call them criminals....this is bakwas justice system of india....an fake rape case ur arrested n ur criminal....so even shushant has rape allegations...so he is criminal now
REPLY 0 1 year ago
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Anonymous : Noooo. how gullible do you think we are that we will be believe any crap they dish out any more.
REPLY 53 1 year ago