The Curious Case of Amitabh’s Kisan Channel endorsement fee

22 Jul,2015

By Vasudha Venugopal


Ad agency Lowe Lintas on Tuesday said that it had been authorized by the DD Kisan channel to negotiate with Amitabh Bachchan for endorsing the channel and the actor’s office had originally approved the fee.


Meanwhile, senior officials at the I&B ministry and Prasar Bharti said they had no knowledge about the contract between DD Kisan with Bachchan and that it was not approved by the the Prasar Bharti board. “DD Kisan had formally authorised us on 31.03.15 to negotiate on their behalf with Bachchan’s office. After much negotiation, Bachchan’s office on 12.05.15, sent communication to Lintas on the fee approval. Post receipt of this communication from-Bachchan’s office, we sent the necessary paperwork to DD Kisan who then went ahead with the processing and release of the payment to Lintas,” a Lintas spokesperson said in an emailed statement.


The spokesperson said on July 20, the agency was informed by Bachchan’s office that after reviewing the ‘work-in-progress contract’, the actor had taken a decision that he would not charge any fee on issues involving social and those in the best interest of the nation. “ … In light of yesterday’s development, we have initiated the process of refund ( which will be concluded today ) to our client, DD Kisan,” said the spokesperson., adding that payment was pending to Bachchan.


The proposed Rs 6.89 crore payment to Bachchan for appearing in a promotional campaign for the DD Kisan channel, which was launched by Prime Minister Narendra Modi two months ago to mark the first anniversary of his government had become controversial with the I&B ministry issuing a probe into the matter and the PMO also making enquiries. I&B officials and the Prasar Bharti board said the Bachchan deal was not approved by the board.


Source:The Economic Times

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