PV Sindhu takes legal action against brands engaging in “moment marketing”
While Sindhu made history by being the first Indian woman to win two Olympic medals, several brands capitalized on this historic moment and made profits. Brands are now in trouble as the Olympic medallist PV Sindhu has decided to initiate legal proceedings against brands engaging in “moment marketing” and circulating her Olympics’ pictures for commercial purposes without her due consent.
Reports suggest that Perfetti Van Melle, P&G, Pan Bahar, and Aditya Birla Group have allegedly engaged in such malpractices.
Baseline Ventures, the sports marketing agency that is responsible for all commercial deals for the player, will be sending legal notices on her behalf, seeking compensation worth ₹5 crores from the brands involved individually. “We are surprised that such leading Indian and global firms are resorting to such forms of communication to associate with our athletes, which is in complete breach of their IPR and privacy,” Baseline Ventures managing director Tuhin Mishra told the Economic Times.
Social media posts carrying Sindhu’s pictures can potentially jeopardize her brand associations.
“In a way, these tactics are also unfair to genuine firms who have supported the athlete round the year. Would these very firms try the same gimmicks with some of our leading cricketers? I doubt it. It’s time we all stand up to such unethical practices and we will do everything possible to protect our athletes and their rights,” Mishra added.