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Everyone was in splits when they saw <keyword id="15200" type="PERSON" weightage="100" keywordseo="Pierce-Brosnan">Pierce Brosnan</keyword> in the <keyword id="3727176" type="UNKNOWN" weightage="20" keywordseo="Pan-Bahar-Ad">Pan Bahar Ad</keyword>. Twitter trolled the former <keyword id="17991" type="PERSON" weightage="20" keywordseo="James-Bond">James Bond</keyword> star, and even questioned his rationale of doing such an ad. 
 
But, the poor guy didn’t know anything about the product he was endorsing. All this while, he was thinking the Pan Bahar ad was for a tooth whitener. 
 
After learning the reality, Brosnan said he was "deeply shocked and saddened" at the "unauthorized" use of his image for the endorsement. 
He has demanded Pan Bahar to remove his image from all their products. 
 
He said his contract said he had to advertise a "breath freshener/tooth whitener" which would not include an ingredient that turns saliva red. 
 
"As a man who has spent decades championing women's healthcare and environmental protection, I was distressed to learn of Pan Bahar's unauthorized and deceptive use of my image to endorse their range of pan masala products," Brosnan said in an exclusive statement to the People magazine. 
 
"Having endured, in my own personal life, the loss of my first wife and daughter as well as numerous friends to cancer, I am fully committed to supporting women's healthcare and research programs that improve human health and alleviate suffering," the statement said.

If you wondered why Pierce Brosnan did Pan Bahar Ad, he thought it was a tooth whitener

The <a href="http://www.businessinsider.in/If-you-wondered-why-Pierce-Brosnan-did-Pan-Bahar-Ad-he-thought-it-was-a-tooth-whitener/articleshow/54974033.cms">Pierce Brosnan-Pan Bahar</a> drama just refuses to die down. 
 After almost breaking the internet when he appeared in an ad for <keyword id="3261161" type="UNKNOWN" weightage="100" keywordseo="Pan-Bahar">Pan Bahar</keyword> a few days back, the <a href="http://www.businessinsider.in/searchresult.cms?query=james+bond&amp;sortorder=effectivedate">James Bond</a> actor has gone ahead and finally broken his silence regarding his unusual choice of endorsement. 
 
According to Brosnan, he had no idea about the product he was endorsing and was under the impression that it was a tooth whitener. In a recent interview with People magazine, Brosnan alleged that he was told he would be endorsing a “breath freshener/tooth whitener”, and that he had no idea that the product might contain carcinogenic elements. 
 
He also further added that he was "deeply shocked and saddened" at the "unauthorized" use of his image for the endorsement. Moreover, he has also offered an apology to 'all whom I have offended.' 
 While we are yet to hear Pan Bahar's side of the story, Twitter is unable to stop joking about how gullible <keyword id="15200" type="PERSON" weightage="100" keywordseo="Pierce-Brosnan">Pierce Brosnan</keyword> is: 
 
Here are the funniest reactions on the issue. Enjoy! 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		"Pan Bahar's a tooth whitener" 
		 
		Pierce Brosnan: "Okay" 
		 
		*points to an electricity pole* "...and that's the Qutub Minar" 
		 
		Pierce: "Beautiful"
	— Akshar (@AksharPathak) <a href="https://twitter.com/AksharPathak/status/789322916576038912">October 21, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	 Pan Bahar makers fooled <keyword id="17991" type="PERSON" weightage="100" keywordseo="James-Bond">James Bond</keyword>, this itself is the biggest advertisement for Pan Bahar.
	— EngiNerd. (@mainbhiengineer) <a href="https://twitter.com/mainbhiengineer/status/789312943494094853">October 21, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	 Pierce Brosnan may as well have said that he did the ad because he is tired of <keyword id="5268" type="PERSON" weightage="100" keywordseo="Rahul-Gandhi">Rahul Gandhi</keyword>'s weak leadership.
	— Rohan (@mojorojo) <a href="https://twitter.com/mojorojo/status/789338437035757568">October 21, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		Pierce Brosnan says he didn't know reality of Pan Bahar before he signed up to advertise. Sounds like a Delhi resident who voted for AAP.
	— Rahul Roushan (@rahulroushan) <a href="https://twitter.com/rahulroushan/status/789183820499079170">October 20, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		So Pierce Brosnan thought Pan Bahaar was a tooth whitener. 
		 
		Even we thought Britishers were smart. 
		 
		Now we are even.
	— Cryptic Mind (@Vishj05) <a href="https://twitter.com/Vishj05/status/789325574904754177">October 21, 2016</a></blockquote>

Twitter can't stop joking about how Pierce Brosnan got tricked into endorsing Pan Bahar

The manufacturer of <keyword id="3261161" type="UNKNOWN" weightage="100" keywordseo="Pan-Bahar">Pan Bahar</keyword> pan masala has reportedly "sought clarification from <keyword id="2370" type="COMPANY" weightage="20" keywordseo="hollywood">Hollywood</keyword> actor <keyword id="15200" type="PERSON" weightage="20" keywordseo="Pierce-Brosnan">Pierce Brosnan</keyword> after he alleged that the company made "unauthorised and deceptive use, of his image to promote a potentially harmful product. 
 
It’s just a week back ‘Die another day’ actor hit the news headlines in India after he posed with pan masala and advertised for the tobacco-rich product. Soon after all hails broke loose in the social media. 
 In an interview to the <keyword id="23713" type="ORGANIZATION" weightage="20" keywordseo="People-magazine">People Magazine</keyword>, <keyword id="2108645" type="PERSON" weightage="20" keywordseo="Brosnan">Brosnan</keyword> alleged gthat he wasn’t aware that he was advertising for a tobacco rich product. Instead he believed the campaign was all about a “breath freshener or a tooth whitener”. 
 <keyword id="3773400" type="UNKNOWN" weightage="20" keywordseo="an-ashok-co">An Ashok &amp; Co</keyword>'s marketing official told the <keyword id="6474066" type="COMPANY" weightage="20" keywordseo="economic-times">Economic Times</keyword> that the company has reached out to Brosnan's team. "There is some confusion and we are talking to his team to sort out the matter. We cannot comment any more at this stage,” the official told ET. Another official directly aware of the matter said <keyword id="3772362" type="UNKNOWN" weightage="20" keywordseo="ashok-co">Ashok &amp; Co</keyword> was likely to issue a clarification on the matter in the coming week. To the credit of the company, Pan Bahar print ads and a TV commercial featuring Brosnan that ET checked did mention 'No tobacco, no nicotine'. Brosnan, who is getting trolled across social media on the matter, is learnt to have charged $2 million for two years for endorsing the brand. 
 
The Bond star has released a statement claiming Pan Bahar had "violated his contract, by falsely presenting him as a brand ambassador for its entire product line. He told People magazine that he had committed to advertise for just one product under the Pan Bahar umbrella, which he claimed was an "all-natural, containing neither tobacco, supari, nor any other harmful ingredient. 
 
He asked the company to remove him from the advertising.

Pan Bahar has ‘sought clarification’ from Brosnan

<ul><li>Sargeama latest campaign was conceutalised by the brand team and agency partner <keyword id="3219015" type="PERSON" weightage="20" keywordseo="The-Womb">The Womb</keyword> inside their four walls of safety. </li><li>The campaign reflects on the nostalgic days of summer vacation and how parents always had a solution to lighten up our days lazed with boredom.</li></ul>Amid the unprecedented COVID-19 scenario and extended lockdown period in the country, Saregama has launched a digital campaign which subtly talks about the emotionally and physically draining times for the elderly. The high point of the campaign is also that it has been ideated and created by Saregama’s team along with its agency partner The Womb, sitting at home during the lockdown period with no compromise on the quality. The lockdown has impacted every individual in more ways than one, impacting elderly the most. In times to come, the life may become normal for most but for elderly as there would still be restrictions on the movement outside their home. Their routine walks or visiting parks or meeting their group of family/ friends will be limited, causing lot of physical and emotional disturbance. The latest campaign by Saregama focusses sharply on this insight and launches its new digital film - Jo Abhi Bahar Nahi Ja Sakte Unke liye Ghar Le Aaye - <keyword id="5996910" type="UNKNOWN" weightage="20" keywordseo="Saregama-Carvaan">Saregama Carvaan</keyword>. The campaign reflects on the nostalgic days of summer vacation and how parents always had a solution to lighten up our days lazed with boredom, be it in the form of a video game or any other entertainment, they have always made sure that there was a smile on our faces. Now, when they are stuck at home with almost no social life and very limited means of entertainment, this is a time for children to do something for their parents. The campaign further touches upon the need for entertainment in elderly’s lives and how powerful the music can be for them to sail through the current situation. Saregama Carvaan sits as a best gift for this generation where they get to relive the nostalgia and at the same time helps to break away from the monotony of daily life. Saregama Carvaan comes pre-loaded with 5000 evergreen songs, and is available for home delivery across online platforms and stores Pan-India. <div type="Youtube" id="86kAKbWjp1Y" title="Saregama Carvaan - Ghar Le aayein" thumbUrl="https://i.ytimg.com/vi/86kAKbWjp1Y/mqdefault.jpg"></div>

Saregama’s latest campaign subtly touches upon the challenging times for elderly

<ul><li><keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword> and <keyword id="753181" type="COMPANY" weightage="20" keywordseo="Baseline-Ventures">Baseline Ventures</keyword>, the agency that handles her, is taking over 20 brands to court for using her name and image on their marketing communications without permission.</li><li>We spoke to Yashwanth Biyyala, Director - Talent and Partnerships, Baseline Ventures who told us how most of these brands have not just flouted rules around the use of an individual's image with her permission, they have also blatantly flouted the Olympics guidelines around advertising. </li></ul>PV Sindhu made the nation proud last week by bringing home a Bronze medal from <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword>, becoming the first Indian woman to win two Olympic medals. With her win came congratulatory messages on social media, from the government, individuals and even brands who wanted to jump onto the trend, making the most out of the moment. However, Sindhu and Baseline Ventures, the agency that handles the player, is taking over 20 brands to court, for using her name and image without the proper permissions. Baseline Ventures is seeking damages worth Rs 5 crore from each of the brands that have flouted the norms. Officially, the International Olympic Committee (IOC) has laid down clear rules about how athletes can communicate with brands during and after the games. The Rule 40 framework, according to the official Olympic website is aimed to enable ‘the Olympic Movement to fund all Olympic teams worldwide, Olympic sports and the Olympic Games themselves.’ The rulebook has clear guidelines about how players can engage with their Non-Olympic Partner personal sponsors. There is also a blackout period that the athletes are supposed to sign before the games. Apart from brands that are IOC)and Indian Olympic Association (IOA) partners, no other brands are allowed to push out communications with players. “Rule 40 clearly mentions that there is a blackout period between July 13 (when the Olympic Village opens) and August 10 (two days after the Closing Ceremony). All athletes have had to give their consent to Rule 40 which clearly states that their brands cannot promote them during this blackout period. In fact, even brands that are paying money to Sindhu are not using her in their marketing during this period. They have not even put out a congratulatory message,” explained Yashwanth Biyyala, Director - Talent and Partnerships, Baseline Ventures. Officially, only brands that are IOC partners, in this case, Bridgestone and <keyword id="6359421" type="UNKNOWN" weightage="20" keywordseo="visa">Visa</keyword>, are allowed to use the player in their communications during the tournament. Also, brands, like Amul, that have tied up with the IOA, are permitted to use the names of athletes. “Even the athletes themselves cannot put out a branded post during this time period. If brands want to put out content around athletes, they have to take a written consent, and none of them have done it. Close to 15 brands officially work with Sindhu, and since they have not taken IOA’s permission, none of them have sent out a single congratulatory post for her. And then we have brands that are blatantly flouting rules, on an individual athlete level as well as the Olympic rules,” added Biyyala. Having sent legal notices to 15 brands, the agency is in the process of sending notices to 5 more brands. The agency is asking the brands to pay Rs 5 crore and also remove the posts that have flouted the norms from their social media handles. The agency has already sent notices to brands including Happydent (<keyword id="135659" type="PERSON" weightage="20" keywordseo="Perfetti-Van-Melle">Perfetti Van Melle</keyword>), Pan Bahar, Eureka Forbes, ICICI Bank, HDFC Bank, Vodafone Idea, MG Motor, UCO Bank, Punjab National Bank, <keyword id="6354731" type="UNKNOWN" weightage="20" keywordseo="state-bank-of-india">State Bank of India</keyword>, Kotak Mahindra Bank, Fino Payments Bank, Bank of Maharashtra, Indian Bank and <keyword id="5998660" type="UNKNOWN" weightage="20" keywordseo="Wipro-Lighting">Wipro Lighting</keyword> and is in the process of sending notices to a few more brands.

Baseline Ventures is sending notices to over 20 brands for using PV Sindhu’s image without proper permissions: Yashwanth Biyyala, Baseline Ventures

<ul><li><keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword> and her agency Baseline Ventures is taking over 20 brands to court for using her image and name for moment-marketing, without her consent or proper permissions.</li><li>The agency is seeking damages of Rs 5 crore from each of the brands.</li><li>In wake of the incident, we speak to experts to understand how brands can be careful and avoid such legal complications when using <keyword id="6813822" type="UNKNOWN" weightage="20" keywordseo="Moment-Marketing">moment marketing</keyword> as a strategy.</li></ul>Last week, ace shuttler made the country proud by becoming the first Indian woman to win two Olympic medals. The country came together to congratulate her on her historic achievement and brands joined in, as much to congratulate her as to ride on the trend that Sindhu had created with her win. However, Sindhu is now said to be exploring legal options to take a lot of these brands to court, for using her name and image for their marketing purposes without proper authorization. In the past few years, we have seen many brands build their social presence with the help of moment marketing. We have seen brands jump in on topical conversations with their own take on something that is trending. In doing so, they have many-a-times, used individuals and their names to make the most of the trending moment. The benefits are obvious, while coming up with content that many relate with, they are also able to become a part of the conversation, making it easier for them to grab eyeballs and become a part of the conversation. However, with Sindhu taking an objection to the way her name has been used by brand, there is a chance that brands will become more careful about how they use a public personality's image or name in their content. Sindhu, who is managed by sports marketing agency Baseline Ventures, is reportedly seeking damages worth Rs 5 crore from brands that have used her name and images without her consent. Speaking on what is wrong with the way these brands have handled things, Yashwanth Biyyala, Director - Talent and Partnerships, Baseline Ventures said, “The fact that these brands used PV Sindhu’s images and name on their posts is a clear infringement on the player’s privacy. Moreover, they are also clearly flouting the norms of the International Olympic Committee (IOC), that has put together clear guidelines around advertising during the tournament. In fact there was a blackout period between July 13 (when the Olympic Village opens) and August 10 (two days after the Closing Ceremony) when even brands that sponsor the player are not allowed to post about them. Only IOC and the Indian Olympic Association (IOA) partners are allowed to post about the players.” In total, Baseline Ventures is taking close to 20 brands to court for flouting the rules, out of which legal notices have already been sent to 15. The brands that have already been sent notices include Happydent (Perfetti Van Melle), Pan Bahar, Eureka Forbes, ICICI Bank, HDFC Bank, Vodafone Idea, MG Motor, UCO Bank, Punjab National Bank, <keyword id="6354731" type="UNKNOWN" weightage="20" keywordseo="state-bank-of-india">State Bank of India</keyword>, Kotak Mahindra Bank, Fino Payments Bank, Bank of Maharashtra, Indian Bank and <keyword id="5998660" type="UNKNOWN" weightage="20" keywordseo="Wipro-Lighting">Wipro Lighting</keyword>. Over the years, we have seen many brands build a huge social media following on the back of moment marketing. In fact, Amul is one brand that has garnered immense love for their take on almost everything topical. Amongst new-age brands, we have seen the likes of Dunzo and Zomato churn out relatable, topical content time and again. So following this incident, will agencies need to be doubly careful about how they go about communicating on topical issues, when using the names and images of individuals? Sharing his view on the development, <keyword id="244384" type="PERSON" weightage="20" keywordseo="Lloyd-Mathias">Lloyd Mathias</keyword>, Business Strategist and former Marketing Head of HP Asia, Motorola and PepsiCo India said, “Moment marketing is fantastic in itself and brands that have their own take on topical issues do get consumers attention. However, when a brand uses a specific individual and his/her achievements to gain commercial mileage without prior permission or getting into a contract with that individual, then it is unfair. Brands should display more maturity and seek permission from athletes or their agents before using them overtly or covertly.Most Indian sportspersons outside cricket could benefit from a brand association that may provide them support – that could be monetary, or in terms of exposure or facilities.” To ensure brands do not infringe upon the privacy of celebrities, the <keyword id="120108" type="ORGANIZATION" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI) already has a code in place. The code says "Advertisements shall not, without permission from the person, firm or institution under reference, contain any reference to such person, which confers and unjustified advantage on the product advertised or tends to bring the person, firm or institute into ridicule or disrepute. If and when required to do so by ASCI, the advertiser and the advertising agency shall produce explicit permission from the person, firm or institution to which reference is made in the advertisement," and ads that do not comply with this requirement may be in violation of the ASCI Code. On how brands need to tread in situations like the current one, Manisha Kapoor, Secretary-General, ASCI said, “Brands need to be careful and calibrated about everything that goes into an ad, right from the visuals, the words, and the implication of their messaging. Advertisements are made with high involvement of strategic and creative resources, and it goes without saying that they must pay keen attention to aspects that can be challenged.” Moment marketing is all about coming up with relatable posts when something is making news and reaping the benefits of joining the trend. Agencies usually have very less time in which to churn out content that is relatable and shareable, which is possibly why a few miss out on checking on the legal aspects of putting up such posts. However, in the wake of this incident, agencies will need to be doubly careful, said <keyword id="11806503" type="UNKNOWN" weightage="20" keywordseo="Rajni-Daswani">Rajni Daswani</keyword>, Director – Brand Experience, So Cheers. On how agencies can avoid getting into trouble, Daswani said, “Agencies should definitely educated themselves on what they are and aren’t allowed to do because if they are providing that service to their clients, it is their responsibility to cross checking at their end. Secondly, brands can simply be creative without using individual names, image .You want to be a part of the moment, but you also don't want to get stuck into the legal implications. There are a lot of creative, indirect ways to do it and the internet is full of people who understand such indirect references.” Sharing a similar thought, Manesh Swamy, Sr VP - Creative, Social, PR, Marcom, <keyword id="3900173" type="PERSON" weightage="20" keywordseo="Logicserve-Digital">Logicserve Digital</keyword> said, “The IPLs and the World Cups have stricter copyright laws and hence you don't see pictures of cricketers but victory silhouette poses in branded posts. The Golds and Silvers are still rare for us, so people and brands go a little overboard genuinely to celebrate the Olympic feat. If the brand is just celebrating these small moments of joy without selling anything, I guess it shouldn't be harmful. To ace moment marketing considering the current situation, the best move would be to do surrogate advertising and play with the essence of the moment.” On what could be a simpler way of getting around issues like this while also being a part of the moment, Sushant Vithaldas - Head of Business, Schbang Bengaluru said, "For the larger audience of viewers and consumers, it’s very difficult to distinguish between a direct association and a congratulatory post or show of support by a brand. Significant progress is being made in the way influencers endorse a product with callouts for “#PaidPartnerships” or #Ad. A simple fix like this that carries the words “#MomentMarketing” on such posts is a far more easier way to address the issue and let brands and marketeers celebrate the moment in its true spirit." So can this incident lead to the way moment marketing is done in the future? Sanjay Mehta, Joint CEO of Mirum India said, “For the time being, since ASCI has come down heavily on brands that used these stars without permission, other brands will be sensitive to this idea, and won't use any names if they don't have the rights. Just like brands have got tuned to not abuse the IPL property and the cricketers' rights and privileges. Considering that these non-cricket sports and the sportspeople do not get much visibility ordinarily, these controls will unfortunately, make them even less visible, and brands will not err to the side of caution. They may not even mention a wrestling hero or a woman golfer, for not knowing if they have any other brand engagements and could create conflicts! Moment marketing around events of this kind, will get constrained and may be limited to acknowledging the sport and not the star. These are challenging new areas to tread on, in the digital age, and reforms to these rules, so that guidelines have a reasonable balance, will emerge, ultimately.”

As PV Sindhu takes 20 brands to court for using her name and image without permission, here's how agencies and brands can be careful with moment-marketing in the future

You Searched For "Pan Bahar Ad" and got 6 results

If you wondered why Pierce Brosnan did Pan Bahar Ad, he thought it was a tooth whitener

BI India Bureau

Twitter can't stop joking about how Pierce Brosnan got tricked into endorsing Pan Bahar

Poulomi Das

Pan Bahar has ‘sought clarification’ from Brosnan

BI India Bureau

Saregama’s latest campaign subtly touches upon the challenging times for elderly

Guest Author

Baseline Ventures is sending notices to over 20 brands for using PV Sindhu’s image without proper permissions: Yashwanth Biyyala, Baseline Ventures

Samarpita Banerjee

As PV Sindhu takes 20 brands to court for using her name and image without permission, here's how agencies and brands can be careful with moment-marketing in the future

Samarpita Banerjee

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