It is a financial scam that is making headlines everywhere. Billionaire diamantaire Nirav Modi has been named in leading Indian bank Punjab National Bank’s (PNB)’s Rs 11,000 or nearly $1.7 Billion fraud. It is alleged that the diamond merchant whose designs have been worn by the high and mighty, had conducted fraudulent transactions duping the bank of nearly $35.94. Currently, the CBI (Central Bureau of Investigations), India’s top investigative agency is finding out details of the transactions that have even impacted the stock market in India.
However while everyone is talking about Nirav Modi’s rise to fame and the incredible way he built his brand, there is also a lot of chatter about his Bollywood connection. Some of our top stars have endorsed his brands while other celebrities were part of his jet-setting parties.
The Nirav Modi brand’s ad campaigns have been much talked about, especially this one with Priyanka Chopra and Sidharth Malhotra. Check this out…
A report in Firstpost says that Priyanka was signed on as the global brand ambassador of the brand in 2017. At that time, the actress had said, “My association with Nirav Modi is like a meeting of minds in many ways. We are both fiercely proud of our heritage and are united by the idea of bringing a modern India to the global forefront. His jewels are one of a kind and effortless, with an understated elegance.” But the tides have changed and how! It has been alleged that Modi did not pay Priyanka all her dues. And now she has taken legal recourse. A report in Times Now says that the Quantico star is dragging the businessman to court for non-payment of dues.
Sidharth Malhotra too looked like a dream in his ad campaign and his chemistry with Priyanka Chopra was the focus of many social media discussions but now a report in Mid-Day says that Sidharth is looking to disassociate himself with Modi as he does not want to harm his image. Apparently, the star was supposed to shoot for two more commercials for the brand but now that seems to be in jeopardy considering the way the scam has broken out. Sidharth’s stance is perfectly understandable since stars are extremely conscious of their image and any association with a ‘tainted’ brand will directly affect their own image. The other stars who have been working for Nirav Modi is Lisa Haydon who launched the designer’s store in New York City in 2015. Nimrat Kaur who was getting increasingly popular in the west after her appearance in Homeland, was also selected for the same. Lisa even went on to do shoots for various collections. His designs have been worn and flaunted by several Bollywood actresses such as Kareena Kapoor Khan, Sonam Kapoor, Karisma Kapoor, Chitrangda Singh and Shilpa Shetty.
It will be interesting to see what the reactions of the stars are after the scandal has broken out. But knowing how Bollywood operates, a studied silence and quiet breaking off ties, is what one can expect. Hopefully our stars will be more careful of who they choose to associate with and what brands they are seen endorsing.