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Bollywood icon Amitabh Bachchan recently told an IIM student how he stopped endorsing Pepsi. It was a heartwarming anecdote about a little girl in Jaipur who asked him why he promoted a drink her teacher called poison. Mr Bachchan, apparently felt a sudden twinge of guilt for associating with a product known to make kids unhealthy and obese and quietly dropped it. Itís been a while since cold, bubbly and divinely satisfying aerated drinks became products non grata at childrenís birthday parties and school canteens, but now they seem to be fast whizzing into a category just beneath tobacco and alcohol. Experts in the wellness space predict that in the future, drinks and convenience foods will carry warnings similar to the ones on cigarette packets, probably something like ĎSugar causes heart disease and diabetesí.
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 werenít 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 canít 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