The Siyaram Celebrity Endorsement Experience |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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"We have enough of film stock for a whole year. Unfortunately we can't use them anymore." - N Gangadhar, General Manager (Marketing), Siyaram Silk Mills, commenting on the withdrawal of the J Hampstead advertisement campaign, in April 2000. The Cronje Scandal
Siyaram Silk Mills Ltd. (Siyaram), one of India's leading textile companies, was also affected badly by this controversy. Hansie Cronje was one of the key celebrity endorsers for Siyaram's J.Hampstead brand of clothing.
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