International stars right from Madonna to Elton John, and more recently One Direction, have all endorsed Pepsi or Coke. Way before the alleged pesticides-in-cola controversy broke in India, badminton ace Pullela Gopichand spurned an offer to endorse a fizzy drink because he believed they werent good for health. His far richer, much more sought after contemporaries like Sachin Tendulkar and Shah Rukh Khan continued to trade in their star aura for the same products. The gap between conviction and plausible justification can be both a narrow and wide one: I imagine it would be hard to maintain a puritanical attitude when there are several crores at stake, especially when conscience can so easily be assuaged with some imagination. After all, an occasional cola never actually killed anybody. A valid argument is that the blame should rest with those people who cant exercise self control, not the celebrity promoting the drink. And ethically speaking, what really is the difference in endorsing a soft drink, as opposed to a clothing brand where sweatshop workers are paid Rs 14 for a garment that retails for Rs 1, 500 Or even artery clogging potato chips and chocolates like Dairy Milk that incidentally, Mr Bachchan also used to endorse.
That said, it can only be a good thing if celebrities are questioning their endorsement choices and attempting to make informed decisions. However, taking a strong stand of de-endorsement based on a moral quandary can be tricky. Indian stars remain hopelessly conventional when it comes to choosing products to model for. Appearing in an ad for biscuits or Kurkure is fine, but condoms are not. Youll never find a top female actor or model posing for a lingerie campaign no matter how much money is on offer, while in the West being chosen as a Victorias Secret Angel is a matter of pride and accomplishment. In the West, stars are held to far higher standards and scrutinized much more and a bad choice can seriously damage your brand image. A couple of years ago, after it created a furore, singers Nelly Furtado, Beyonce and Usher all said they would give away money they received for performing at ex-Libyan dictator Gaddafis event. I doubt if the Indian public would boycott Salman Khan or Ranveer Singhs films for dancing at a party while victims of riot shivered in tents nearby.
Modern living is reckless and everything we do can be deemed wrong by sermonizing critics. Food alone is such an issue, how far its travelled, tinned or fresh, free range or organic, non vegetarian or not. Morality thankfully, is constantly evolving. Smoking is now seen as immoral,while divorce and homosexuality, notwithstanding our Honble Supreme Courts verdict on Section 377, are not. It can go to ridiculous limits. These days you are decidedly backward if you give a little girl a doll to play with and have the temerity to dress her in shiny pink. Gender neutral toys are whats appropriate, or rather whats in fashion. Its totally missing the point that its the culture, and not the colour of moulded plastic that shapes identity.