DEEPIKACRUMPLES UPCOLACAN, PUTS HEALTHABOVECASH
Actor Deepika Padukone has apparently pulled out of a multicrore deal with a top cola brand because of her ‘reservations about endorsing the sugary, aerated’ beverage; cuts ties with cola totally
She is surely one of the highest paid actors as well as brand endorsers in the country. So, it goes without saying that Deepika Padukone was being paid a whopping amount — industry sources peg the figure at several crores — to be the face of a top cola brand. But in the latest instance, we’ve learnt that the actor has decided to disassociate herself from the same beverage brand.
“Yes, she has been endorsing the brand for four years. But now, Deepika has decided to pull out of the deal. Given her enhanced understanding of the growing importance of health and wellness, she has had reservations about endorsing the sugary, aerated beverage for some time now,” says an insider close to the development. What’s interesting is that “from now on, Deepika wouldn’t be endorsing aerated drinks at all”, adds the insider.
“In general, too, there’s an increased awareness of wellness and health in our society, and rightly so. That’s why she has chosen to disassociate herself not just from the said brand but from the entire [cola] category,” says the insider.
It’s believed that the cola brand was “very keen to extend the contract”, but the actor decided not to go for it. “Deepika has been enjoying numero uno position in the [film] industry consistently along with boundless popularity, so she brings immense value to any brand,” says a source from the advertising world.
Deepika, who has been a state and national level athlete, has often shared her views about fitness and the significance of it. “She doesn’t want to influence her fans visà-vis something that she personally doesn’t subscribe to any longer. Although pulling out of the deal would mean a huge monetary loss, she isn’t thinking about the money at all,” says the insider.
Workwise, after the blockbuster Padmaavat, Deepika is yet to start work on a new film. Her next film, which is to be directed by Vishal Bhardwaj, has been delayed due to co-star Irrfan’s serious ill health.
We reached out to Deepika, her team, as well as representatives of the cola brand. However, none of them responded till the time of going to press.