In a startling revelation, the Mumbai Police have registered a case against five individuals linked to Sky 63 Energy Drinks, an Indore-based company, for allegedly defrauding a celebrity management firm and 25 television personalities of approximately ₹1.5 crore. Prominent actors such as Ankita Lokhande, Karan Kundrra, Kushal Tandon, and Arjun Bijlani are among those affected by this scam.
The Genesis of the Fraud
The fraudulent activities trace back to July 2024 when Tanish Chhajed (26) and Manu Shrivastava (29), presenting themselves as representatives of Sky 63 Energy Drinks, approached Roshan Bhinder, the proprietor of Ayman Entertainment—a celebrity management agency. Their proposal entailed a comprehensive promotional campaign for their energy drink, leveraging the influence of television celebrities.
Bhinder, sensing a lucrative opportunity, coordinated with 25 celebrities, including notable figures like Ankita Lokhande, Karan Kundrra, Kushal Tandon, Arjun Bijlani, Adrija Roy, and Rithvik Dhanjani, to participate in the campaign. A grand promotional event was organized on August 10, 2024, at a prestigious hotel in Mumbai, attracting around 100 celebrities. The event aimed to amplify the brand’s visibility and set the stage for subsequent promotional activities. Indiatimes+2The Times of India+2The Times of India+2Indiatimes+2The Times of India+2The Times of India+2
Unfulfilled Financial Commitments
The agreement stipulated a total remuneration of ₹1.32 crore for the participating celebrities, with an additional ₹16.91 lakh designated as Bhinder’s commission. Despite assurances, the initial advance payment of ₹10 lakh, claimed to have been deposited by Shrivastava, never materialized. Undeterred, Bhinder proceeded with the campaign, relying on the promises made by the company’s representatives.
As the campaign progressed, promotional videos were disseminated across various social media platforms, enhancing the brand’s presence. However, when the time came to honor the financial commitments, the cheques issued by the accused bounced due to insufficient funds. In an attempt to placate concerns, the accused mentioned a transfer of ₹22.5 lakh from Dubai, which, unsurprisingly, never reflected in the accounts.
Escalation and Legal Recourse
The situation further deteriorated when, on October 18, 2024, the accused issued two additional cheques totaling ₹80 lakh, both of which were dishonored upon presentation. By this juncture, Bhinder had already disbursed ₹35 lakh from her own funds to some of the celebrities as advance payments, exacerbating her financial losses.
Faced with mounting evidence of deceit, Bhinder lodged a formal complaint with the Mumbai Police. Consequently, a case was registered against Chhajed, Shrivastava, and their associates—identified as Faizal Idrii, Abdul, and Riitik Panchal—under charges of fraud. Law enforcement agencies are actively investigating the matter, endeavoring to apprehend the suspects and recover the defrauded amounts. The Times of India+2The Times of India+2Indiatimes+2
Reactions from the Affected Celebrities
The scam has sent shockwaves through the television industry, prompting reactions from the affected celebrities. Kushal Tandon, one of the victims, expressed his frustration over the scam, stating, “Finally, they will learn some lesson…” His reaction suggests relief that legal action is being taken against the fraudsters. The Times of India
Implications for the Entertainment Industry
This incident underscores the vulnerabilities that exist within the entertainment industry, particularly concerning endorsement deals and promotional collaborations. The allure of lucrative contracts can sometimes overshadow the necessity for thorough due diligence, leaving artists and managers susceptible to fraudulent schemes.
Celebrity endorsements serve as a potent marketing tool, leveraging the star power of artists to influence consumer behavior. However, this episode highlights the imperative for stringent verification processes and legal safeguards to protect all parties involved. Agencies and artists alike must exercise caution, ensuring that contractual obligations are backed by verifiable financial assurances.
The Path Forward
As investigations proceed, the focus remains on bringing the perpetrators to justice and recovering the misappropriated funds. This case serves as a cautionary tale, emphasizing the need for transparency and due diligence in business dealings within the entertainment sector.
For the affected celebrities and the management firm, this ordeal has been both financially and emotionally taxing. It is hoped that the legal proceedings will not only facilitate restitution but also deter similar fraudulent activities in the future.
In conclusion, the ₹1.5 crore fraud involving Sky 63 Energy Drinks has shed light on the potential pitfalls in celebrity endorsement deals. The incident serves as a stark reminder of the importance of vigilance, legal safeguards, and ethical practices in the entertainment industry to prevent such occurrences in the future.
