Earlier this week, it was revealed that over 25 artistes have not been paid for endorsing an energy drink. As per sources, popular TV actors including actors Tejasswi Prakash, Ankita Lokhande, Adrija Roy, Harsh Rajput, Jay Bhanushali, Abhishek Bajaj, and Arjun Bijlani were among the 25 artistes who endorsed an energy drink but were never paid by the promoters, after which a police complaint was lodged. SCREEN recently reached out to actor Arjun Bijlani who revealed that he decided not to endorse the product at the last minute and didn’t lose any money.
In 2024, celebrity manager Roshan Garry Binder was brought on board by an energy drink brand to sign 25 TV actors for endorsing a new drink. The campaign included an ad shoot and collab reels to be done by the actors. As Roshan told police, the brand sent her a few receipts of payments being done, however, no money was transferred.
Almost 100 celebrities were brought together to attend the brand’s promotional event in Mumbai. After the payments were dishonored and no money was credited, Roshan had no option but to approach the police. As per reports, police have already booked five people in the case.
Explaining what happened, Arjun Bijlani exclusively told SCREEN, “Roshan Garry told me there was a campaign and approached me for some 3-4 collab reels, I said okay. She is from the industry, everybody knows her, so we tend to trust her. But then once the script and everything were decided… usually I always take an advance payment either 50 percent or full because of these very same incidents. They agreed, but when the time came, they asked for another day, then they told me to shoot first. They said I could trust them, but it was the question of something that was agreed on.”
Arjun Bijlani was told the brand was ‘connected to’ cricketer Surya Kumar Yadav
Arjun also revealed how he was told that cricketer Surya Kumar Yadav was also involved with the brand. “There was some kind of mention of Surya Kumar Yadav, so I asked them if I should speak to Surya Kumar Yadav and they said it wasn’t needed. I found it a little fishy and because I didn’t get my payment, I cancelled it. I was told that some people had already done it, like my friend Ankita (Lokhande), so obviously you tend to think that if everyone has done it, it is more or less genuine. But I work on certain principles, and since they didn’t honour their commitment, I didn’t shoot for it,” Arjun Bijlani shared.
Arjun Bijlani was promised Rs 40 lakhs
As per the deal promised, Arjun was supposed to be paid Rs 40 lakhs for 4-5 reel collabs. The actor shared, “I was quoted 8 lakhs per reel, so the deal was a total of Rs 40 lakhs for 4-5 reels. I was told that once I did the first one, they would go ahead with the other four. So I asked them to pay me a certain amount, and when it didn’t happen, I said that I might as well not do it.”
While Arjun feels lucky to have not fallen for this scheme, he reveals such deals are usually quite messy. He said, “It is better you don’t shoot, rather than shoot and not get paid. If brands are serious and they want to do this, they should pay a 50 percent advance. Why wait for 30 days or 50 days? Also, agencies involved in the deals also create a lot of issues. They quote you some other price, and they end up taking some other price. I think there should be tri-party emails and confirmations so there is no cheating involved. They can take whatever the agency fee is.”
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Police is investigating the matter. SCREEN reached out to Tejasswi Prakash and Ankita Lokhande who refused comment.
Nawaz Javed Kochra is a seasoned entertainment journalist at The Indian Express Online, bringing nearly a decade of expertise to the forefront of cultural reporting. With a focus on the television and Over-The-Top (OTT) landscapes, he has established himself as a prominent voice in the industry, known for his high-profile celebrity interviews and insightful coverage of the Indian entertainment sector.
Experience & Career
Nawaz holds a Master of Arts in Communication and Journalism from Mumbai University, providing him with a rigorous academic and ethical foundation. In his 11-year career, he has navigated through several of India's leading media houses, building a portfolio that spans digital, print, and broadcast media:
The Indian Express: Currently leads coverage of TV and OTT content, producing both written analysis and popular video interview segments.
Former Roles: He began his career at the iconic Stardust Magazine and later held key positions at Zoom TV, Zee Multimedia, MissMalini, Bollywood Bubble, and Raindrop Media.
Expertise & Focus Areas
Nawaz’s beat is characterized by a blend of exclusive access and trend analysis. His core areas of expertise include:
Reality Television: Specialized coverage of major franchises like Bigg Boss, providing behind-the-scenes insights and winner profiles.
OTT Ecosystem: Tracking the shift from traditional cable to digital streaming platforms, with a focus on web series and digital premieres.
Celebrity Profiles & Interviews: Nawaz is celebrated for his ability to foster candid conversations with industry stalwarts, from music composers like Amaal Mallik to other TV legends.
Investigative Entertainment News: Reporting on sensitive industry developments, including legal disputes and personal stories of resilience within the acting community.
Authoritativeness & Trust
With a reputation built on years of networking and credible reporting, Nawaz Kochra is a "known face" in the Mumbai media circuit. His work at The Indian Express adheres to the publication's "Journalism of Courage" standard, ensuring that even entertainment reporting is approached with accuracy, sensitivity, and transparency. His educational background and extensive tenure across diverse media platforms provide him with the authoritative perspective required to analyze the rapid evolution of Indian show business. ... Read More