New Delhi: The Big B – Prasar Bharathi deal via the ad agency Lintas took a curious turn after the Hindu on July 17 reported that Bachchan was roped in for the DD Kisan Channel campaign for Rs 6.31 crore.
Yesterday, Bachchan had said in a statement: “I worked with the advertising agency Lowe Lintas on the campaign for DD Kisan, and have not entered into any contract with them either, nor have I received any money from Lintas, as being stated…. I work pro bono (provided free or at low cost for the public good) on various issues and DD Kisan Channel is one of them.
Addressed to “whomsoever it may concern,” Bachchan’s statement began by saying: “I wish to state that I have not entered into any contract with Doordarshan, on the endorsement of their Channel DD Kisan, and neither have I received any money from them.”
The statement then mentioned Lintas and added that he had not received any money from the agency. “My ‘deliverables’ on this campaign have been executed by me many days ago,” it said.
Bachchan signed off after saying “if there is any evidence or proof to the contrary (that he did the work for DD Kisan pro bono), please forward them to me for verification.”
It is in this context that the Ad agency Lintas issued a clarification via a statment that said “DD Kisan had formally authorized us on 31.03.15, to negotiate on their behalf with Mr. Bachchan’s office. This was gone about with utmost transparency amongst all three parties involved.
“After much negotiation, Mr. Bachchan’s office on 12.05.15, sent communication to Lintas on the fee approval. Post receipt of this communication from Mr. Bachchan’s office, we sent the necessary paperwork to DD Kisan who then went ahead with the processing and release of the payment to Lintas.”
“However, yesterday (20.07.15 ) afternoon, we received formal communication from his office, that upon reviewing the work-in-progress contract with his team, Mr. Bachchan had taken a decision on principle that he will not charge any fee on issues involving social causes and those that are in the best interest of the nation and a request to Lintas to treat all conversations and discussions on the contract so far as null and void,” the agency’s statement added.
However it is clear that negotiations were on prior to the newspaper article, and the change of heart has taken place, post its publication and the public outrage it caused, given the farmer distress in the nation.
True, no payments have been made, by Lintas to Bachchan, and the fact that he has decided to do it pro bono, albeit after the publication of the article is commendable, it cannot be denied, given the statement of ad agency that commercial negotiations were going on uptil May 12th, when apparently they neogitiations concluded.
Sources said that in all, the agency was paid over Rs 8.5 crore – the majority of which was to be transferred to Bachchan.Lintas said the amount meant to be paid to the actor would now be refunded to Prasar Bharati, the public broadcaster that runs Doordarshan.
“Bachchan has given in writing that his campaign for DD Kisan is pro bono,” said Prasar Bharati chief executive officer Jawhar Sircar. “There was some communication gap that may have caused confusion.”
“DD Kisan did mark Rs 8.5 crore for a professional rollout campaign by Lintas…. No payment has been made to Bachchan though some issues were under negotiation. Now the air has been cleared by Bachchan, Lintas and DD Kisan.”
