Why celebrities have turned the tables on brands by ending their endorsements

Key highlights:

• Virat Kohli decided recently to stop endorsing cola brand Pepsi
• He said he would not ask people to consume something that he himself does not
• Amitabh Bachchan ended his 14 year association endorsing the brand Pepsi in 2014

While it has seen several times where brands dump their celebrity brand ambassadors over certain controversies or scandals, Virat Kohli's decision recently to stop endorsing cola brand Pepsi despite being offered a lucrative deal came as a change.

In the past we have seen even cola brands ending ties with their celebrity endorsers due to controversies. This was seen with Salman Khan when cola brand Thums Up decided to end their association with the star who at that time had was steeped in controversies. Even Snapdeal had ended their ties with Aamir Khan after a controversy regarding his comments on rising intolerance in the country.

Sports advertising spends grew 20%; Virat Kohli tops chart with deals worth Rs 280 crore