Her JNU visit has also affected endorsement revenues
Bollywood actress Deepika Padukone recently made headlines for supporting victims at the Jawaharlal Nehru University (JNU) days before her film Chhapaak (2020) was due to release.
Deepika stood in solidarity with the students who were attacked on campus. The students conducted a public meeting regarding the increase in hostel charges.
It was reported that masked suspects belonging to the Bharatiya Janata Party (BJP) brutally attacked the victims on Sunday, January 5, 2020.
This bold step led to a divided opinion on social media. Many fellow celebrities like Anurag Kashyap, Dia Mirza, Kartik Aaryan and more praised Deepika’s bravery.
However, the actress also received backlash from many people who condemned Deepika Padukone. They criticised her for using this as a way of promoting Chhapaak.
Kangana Ranaut’s sister Rangoli Chandel, who is also an acid attack survivor, called Deepika the “Biggest PR Queen.”
As a result of Deepika supporting the JNU victims, supporters of the BJP issued for a boycott of Chhapaak that released on January 10, 2020.
This took a toll on box office figures for her film as #BoycottChhapaak was furiously trending on Twitter in India.
On the first day of release, the film earned Rs 4.77 crore (£518,591.06). Day two earned Rs 6.90 crore (£750,259.36).
This was followed by Rs 7.35 crore (£798,791.38) on day three.
In total for the first three days of release, Chhapaak accumulated Rs 19.02 crore (£2,067,367.60).
Alongside Deepika’s film suffering financially, her JNU visit has also affected endorsement revenues for the actress.
Allegedly, advertisers that were associated with Deepika have significantly decreased the number of advertisements featuring the star.
In total, Deepika endorses around 23 brands earning her Rs 103 crores (£11,195,523.82). However, her JNU visit could potentially financially cost the actress.
According to reports by The Economic Times, brands have decided to limit the number of advertisements featuring Deepika in the short term.
Celebrity managers have also stated that future endorsements will be negotiated with clauses relating to the risks surrounding celebrity involvement in political issues.
This is because such acts may anger administrations who will, in turn, take a vengeful stance.
The Chief Executive of IPG Mediabrands, Shashi Sinha said: “Normally, brands like to play safe and are wary of any controversy.”
There is no doubt that Deepika’s JNU support has caused her to suffer a financial loss.