In a move that may have a cascading effect on the advertising industry, Bajaj Auto Managing director Rajiv Bajaj has stated that his brand will not associate itself with any media outlet that is a 'source of toxicity in the society'.

Speaking to a business channel hours after the controversy over manipulation of television ratings erupted, Bajaj as a brand had blacklisted three firms from its advertising campaigns for some time now. He, however, didn't name the channels.

Speaking to CNBC TV18 channel, Bajaj said: "A strong brand is a foundation on which you build a strong business. At the of the day the purpose of a strong business is to also contribute to the society. Our brand has never associated with anything we feel is a source of toxicity in the society."

The fake TRP scandal has already see many twists and turns, claims and counter claims.

While Mumbai Police Commissioner named Republic TV as one of the offenders, the channel countered the claim by accessing the FIR copy which did not name the channel explicitly. The FIR reportedly named India Today. 

Hours later, the Mumbai police chief clarified that he was not targetting any channel in particular, but Republic TV too is under scrutiny along with other channels.