The relationship between Jair Bolsonaro and Gusttavo Lima has a new development, with a complaint that a fee paid to the singer by Caixa Econômica Federal would have been kept secret for 100 years by decision of the President. The bank denies any secrecy about its ad spend. Gusttavo Lima says he is a victim of fake news and says “legal action is being taken”.
The complaint was filed by country music website Momento Country. The Presidency of the Republic says it would not manifest itself and asked the report to look for Caixa, who is in charge of hiring the artist.
Are Caixa’s issues confidential with Gusttavo Lima? Caixa says there is no secrecy, much less than 100 years. The bank claims that all of its expenses with fees are in the advertising reports, but did not respond to the amount paid to the singer, even after being questioned more than once syringes🇧🇷
The report found out how much Gusttavo Lima received: R$1.1 million🇧🇷 The amount is reflected in the Caixa expense report for January 2021, which includes a proof of payment of this total amount by the agency Nova S/B. The money went to Gusttavo Lima’s Balada Eventos e Produções, CNPJ account, which the bank listed as a supplier that month.
How does the agency enter this equation? Advertising agencies are awarded the contract to take care of the Caixa account. In all, the bank is served by three of these companies, which are responsible for brokering a range of advertising spend, including radio, television and internet advertising.
As found syringesthe BRL 1.1 million paid to Balada Eventos e Produções includes the image rights of the artist and other services such as the composition of the music produced for the campaign.
The hiring of Gusttavo Lima follows Caixa’s strategy of seeking strong names from the young public for its campaigns against data suggesting the aging of lottery players. In 2022, the bank hired singer Léo Santana and his wife, influencer and dancer Lore Improtta.
What Gustavo Lima says
“BALADA MUSIC, the office of singer Gusttavo Lima, hereby informs that the news circulating on the Internet about a possible 100year secrecy imposed on the fee received by the artist for the mega New Year’s 2020 campaign is Fake news.
Being a public company, CAIXA discloses the values invested in advertising publicly, with easy access for all interested parties, without imposition of secrecy. We also clarify that, as already indicated by the institution itself, the hiring of the artist through an image user rights contract with the advertising agency contracted by the CAIXA Bank by tender, was carried out in accordance with the provisions of Law 12.232/2010 that regulates the contracting of advertising agencies in the Federation.
Finally, we would like to point out that we do not tolerate fake news and will take legal action.”