Karrm Projects property buyers demand accountability from Bollywood and Marathi actors for their endorsements; Legal and ethical concerns arise
Movie stars and brand supporters attended the event; (middle) Thousands of people attended the mega event in November 2014; (Right) Poster of a film produced by Karrm Movies at the opening event in Shahpur
It’s not a company, it’s a family.” “Our name is Karrm, we believe in doing good Karrm…” were the lines of a Bollywood actor who supported the Karrm infrastructure projects.
“Karrm ghar bananen ke saath saath, basaatein bhi hai” – were the lines of a well-known Bollywood actor who supported Karrm in an advertisement.
Complementing the roster, a respected Marathi actor stepped in to support Karrm projects in a localized commercial.
Babanrao Miratkar was promised a four-wheeler vehicle at the time of ownership by the developer, for which a certificate was issued
The resonant call, “Hold the Bollywood actors who supported Karrm projects accountable,” captures the voices of cheated homebuyers. These buyers claim that the actors supporting the projects took on the role of supporters of quality construction and actively supported the developer’s marketing initiatives.
Interestingly, Karrm organized two major film screening events (a Marathi film and a Hindi film) at their Shahpur location. These events invited thousands of homebuyers and gave them an exclusive opportunity to take part in the Bollywood extravaganza.
Invested on the basis of fascination
Babanrao Miratkar, 42, employed in a manufacturing unit, succumbed to the fascination of Karrm projects. Its extensive newspaper and television commercials, featuring renowned Bollywood actors and even a prominent Marathi actor supporting Karrm Infrastructure, were its draw.
Babanrao Miratkar, a home buyer
Miratkar explains: “I was intrigued by these ads. The stature of the supporting actors impacted potential home buyers and influenced their decisions to invest in Karrm projects. One ad even promised modular kitchens, washing machines, refrigerators and a chance to win.” Two-wheelers or four-wheelers and Rs. 75,000 worth of gold. Lured by these assurances, I booked an apartment. Today, I don’t have a house or the promised four-wheeler, just a monthly EMI payment that goes unpaid.” Additionally, a prominent politician bestowed the “BEST Township Award” on Karrm developers in 2014, cementing their credibility in the eyes of the community Publicity.
Miratkar, along with numerous others, advocates that a case should be brought against the supporting Bollywood and Marathi actors. He argues that by praising the Karrm projects at Shahpur, Ambernath and Kelve Road in Palghar, these actors have indirectly colluded with the developers to cheat homebuyers out of their savings.
From acting to real estate
Miratkar further shared, “Indicating his family’s shift from films to real estate, the Bollywood actor portrayed Karrm. Infrastructure is like family and aimed to build 5 lakh homes across Maharashtra. The actor represented alignment with Prime Minister Narendra Modi’s vision of affordable housing. I trusted the actor’s testimonies but was betrayed by his misleading words.
Mega event in Shahpur
Miratkar recalls, “Around November 2014, Karrm Infrastructure Pvt. ltd a major Bollywood event at their location in Shahpur. Air-conditioned buses brought people from Kalyan, Thane, Mumbai and Navi Mumbai to the shows. Over ten to fifteen thousand visitors gathered at the venue where lavish arrangements, including lunch, awaited us.”
Explaining the event, Miratkar said, “The developers had also ventured into film production and released a Hindi film ‘Badlapur Boys’ and a Marathi film ‘Razzakar’.” the start. Notably, these actors were also the brand supporters of the projects. I never thought that this event would become a platform for cheating the common man.”
Strategic marketing event
Miratkar adds, “The aim of the event was to attract a large crowd to the project site while also building an audience for the upcoming films.”
The participants received project brochures, from which a clear marketing strategy emerged.”
Police reluctance to file a case
Whistleblower Parbhuram Giri shares similar views and calls for action against supporting Bollywood and Marathi actors who backed Karrm Projects.
“I contacted Palghar Police Station to file a complaint against the Bollywood actor who has been campaigning hard for affordable housing at Karrm Brahmaand, Kelwe Road, Palghar. Most of the project investors trusted the developer, convinced of the support of these prominent figures. However, the police officer insisted that when he filed the complaint against the developer, he claimed that the Bollywood actors were merely endorsing the project. He declined the opportunity to file a complaint against the actors.”
Miratkar interjects, “I suspect that the developers are just frontrunners on the project, while the entire venture is owned by the Bollywood actor. He has gained the public’s trust and promoted Karrm Infrastructure as if it were his own project. This deception has led the common man.” If the police are unable to act, the perpetrators should be held accountable under other laws, including the Consumer Protection Act.”
authenticity of the recommendation
Advocate Godfrey Pimenta of the Watchdog Foundation comments on the situation: “It is becoming increasingly evident that supporting actors can conflict with personal beliefs or societal values and can have negative repercussions. Celebrities affiliating themselves with products or services that ultimately prove harmful can damage both their reputation and the brand’s image. Ensuring authenticity and transparency in recommendations is critical.”
Pimenta emphasizes, “When a respected actor recommends a product, consumers associate it with credibility and quality, provided the celebrity has thoroughly reviewed the offering. However, misleading or harmful products damage both the actor’s reputation and the brand’s image.” Advertising Standards Council of India’s Celebrity Guidelines aim to ensure that brand endorsements involving celebrities are truthful and transparent. Maintaining trust between celebrities, brands and consumers through enforcement, monitoring and legal regulation of referrals is critical.”
consumer protection
Attorney Mohini Priya, a consumer rights specialist at the Supreme Court, supports this perspective. She stresses the importance of Section 14 of the Consumer Protection Act, which deals with unfair trading practices, corrective advertising and countervailing measures. The 2022 “Misleading Advertising Prevention Guidelines and Recommendations on Misleading Advertising” further strengthen consumer rights.
Priya added, “Celebrities recommending products must ensure that their recommendations reflect genuine and reasonably current opinions, and they must establish significant ties between them and the retailer, manufacturer, or advertiser of the recommended product that affect the credibility of the advertisement.” could fully disclose.”
She stressed that in today’s market, caution should be exercised by consumers, the legitimacy of sellers should be verified, and reputable developers with proven credibility should be chosen. They should remain vigilant about the legality and infrastructure plans of projects and not be swayed solely by celebrity endorsements.
2014
Year in which the Karrm developer received the “BEST Township Award”.
Comments are closed.