Bye-bye to Shahrukh Khan's Baiju, edtech company's woes rise

Shahrukh Khan Byjus : Edtech platform Byjus is set to suffer another major setback amid ongoing staff cuts, resignations of board members and ED investigations. Due to these controversies, it is being said that even superstar Shah Rukh Khan will not continue his contract with Baiju. Shah Rukh Khan is also the brand ambassador and partner of Byju. His face appears in all Byjus advertisements.
Byju has cut costs to raise funds, leading to large layoffs in phases over the past few months. Meanwhile, Shah Rukh Khan is not interested in continuing his contract with the edtech firm. Shah Rukh's team is also hesitant to associate with the brand as the edtech platform is in dire straits, said one of the people.
Byjus signed Bollywood actor Shah Rukh Khan (SRK) in 2017 for an annual fee of around Rs 4 crore and has been the most talked about face of the edtech platform ever since. This is not the first time Baiju's relationship with Shah Rukh Khan has backfired. In April this year, the District Consumer Disputes Redressal Commission of Madhya Pradesh slapped a fine of Rs 50,000 on Baiju and the actor for not meeting educational standards and false advertisements.
Fans have been frequently questioning the actor on social media about continuing his relationship with Baiju. At the same time, in 2021, Baiju stopped advertising with Shah Rukh amid a controversy surrounding Shah Rukh's son Aryan. Industry observers say celebrities naturally distance themselves from brands or companies facing controversy.
Lloyd Mathias, a business strategist and former head of marketing at PepsiCo, said linking a brand under such intense scrutiny would be detrimental to any big name. Byju has not released any new advertisement related to Shah Rukh for the past several months.