A legal case has been initiated against a beverage company from Madhya Pradesh for failing to compensate numerous celebrities who promoted their products. The Chembur police registered the complaint after a Mumbai-based talent management agency accused Sky63 Energy Drinks of withholding payments amounting to ₹1.48 crore. Celebrities involved in the promotion included well-known television actors such as Kushal Tandon and Ankita Lokhande. According to reports, the brand's representatives had promised payment 35 days after the promotional content was uploaded but failed to honor this commitment, leading to bounced checks.
The investigation revealed multiple violations, including criminal breach of trust and forgery. Police have taken action under various sections of the Bharatiya Nyaya Sanhita, 2023, targeting the individuals responsible for the fraudulent activities. This incident highlights the risks associated with endorsement deals and the importance of ensuring secure financial transactions within the entertainment industry.
Failure to Fulfill Financial Obligations
In July 2024, Ayman Entertainment, a prominent talent management firm, entered into an agreement with Sky63 Energy Drinks to promote their products through social media platforms. Despite securing endorsements from high-profile actors, the company defaulted on its promise to pay ₹1.32 crore to the celebrities involved. Roshaan Garry, the owner of Ayman Entertainment, organized a launch event attended by both the brand owners and the selected endorsers. Unfortunately, none of the agreed-upon payments materialized, resulting in significant losses for all parties involved.
The issue began when Tanish Chhajed and Manu Shrivastav, claiming ownership of Sky63 Energy Drinks, approached Ayman Entertainment with a proposal to leverage celebrity influence for their marketing campaign. An August 2024 event facilitated the selection of 25 endorsers, each tasked with creating promotional content. However, despite assurances of timely compensation, the promised funds never reached the intended recipients. Instead, attempts at remittance resulted in returned checks, exacerbating the situation. This sequence of events not only damaged the reputations of those involved but also underscored the necessity for stricter oversight in contractual agreements.
Legal Repercussions and Industry Implications
Following the non-payment scandal, law enforcement intervened, charging the perpetrators under several sections of the Bharatiya Nyaya Sanhita, 2023. These charges encompass criminal breach of trust, forgery, and other related offenses. By holding accountable those who engaged in deceptive practices, authorities aim to deter future misconduct in similar transactions. The resolution of this case may set a precedent for how such disputes are handled moving forward.
Beyond the immediate legal consequences, this episode carries broader implications for the entertainment sector. It serves as a cautionary tale about the potential pitfalls of endorsing brands without thorough due diligence. For talent agencies and individual performers alike, verifying the credibility of business partners is crucial before committing to long-term engagements. Moreover, implementing safeguards like escrow accounts could mitigate risks associated with delayed or missing payments. As the industry evolves, fostering transparency and accountability will be essential to maintaining trust between all stakeholders involved in promotional ventures.