Earlier this week, Clifford said that representing the Bollywood star had been ‘a waste of her money and our time’, adding that her lack of availability for talk show appearances meant there was ‘no point in being involved’ with her any longer.
Shetty herself claims the split was amicable. ‘As Max himself has stated, our six-month term was over and we parted ways mutually, so there is no question of being dumped! When a contract ends, it ends; it’s not one party disowning the other.’
Clifford also claimed that Shetty ‘really wasn’t available very much’ and that he and Max Clifford Associates account director Lucy Heather, who handled the account, ‘kept arranging things and then having to cancel them’.
Shetty has defended herself against these accusations, noting that she is ‘not a resident of London and had to come back to India to complete pending assignments which included [films] Metro and Apne’.
Ethnic specialist agency Sterling Media has taken on Shetty and will handle the publicity for her upcoming perfume launch, among other projects.
Founder Teji Singh said Sterling plans to ‘position her correctly’ and do ‘more intelligent stuff, more feature-led than tabloid-led.’
Sterling recently completed a national PR campaign for the International Indian Film Academy Weekend, better known as the Bollywood Oscars, which took place last month in Sheffield.
The agency’s other accounts include money transfer company Western Union and the MOBO Awards.