10-10-2020

According to Bajaj, �We are very clear that our brand would never be associated with anything that we feel, beyond reasonable doubt, is a source of toxicity in our society.�

Bajaj Auto has blacklisted three channels for advertising on account of spreading toxicity and hate-mongering in the society, Rajiv Bajaj, MD, Bajaj Auto told a business channel on Friday. �We all are in the business of building brands and a strong brand is the foundation on which you build a strong business. And at the end of the day, as everybody would agree, the purpose of a strong and solid business is to contribute not only to the business itself but also to the society at large,� he said.

�At Bajaj, for example, we are very clear that our brand would never be associated with anything that we feel, beyond reasonable doubt, is a source of toxicity in our society,� Bajaj said. The statement came out on a business news channel as part of the fallout of the press conference by Param Bir Singh, Police Commissioner, Mumbai Police, on the Television Rating Point (TRP) scam.

Singh had said, �As I said, owners of two channels, Fakt Marathi and Box Cinema, have been arrested. Now our investigation shows that there are chances that people working at Republic TV, the channel�s directors and promoters are involved (in the TRP racket). The investigation is being carried out against the Republic TV employees, and its directors.�

TRP is a metric used in marketing and advertising to indicate the percentage of the target audience reached by a campaign or advertisement through a communication medium.