Monday, June 8, 2015

Celebrities are as liable for endorsing anti-health products as healthy

Courtesy - Google images

Also published on Huffington Post, India

Even as Maggi’s credibility sank faster than the Titanic, complete with sound effects of outrage and anguish of millions of tastebuds hooked on to this gooey mishmash of maida and garam-masala, its ambassador in leotards, Madhuri found herself unceremoniously thrown in freezing waters.

While Maggi was crucified for having MSG and lead above permissible limits (many of us are still convinced it’s a rival-engineered conspiracy to dislodge it from its cult status), an FIR was also filed against Amitabh Bachchan, Madhuri Dixit and Preity Zinta who appeared in the Maggi ads, for misleading their fans. Madhuri has been served a notice where she has to explain how Maggi is good for our health.

In India filmstars, unlike their Western counterparts, are not merely actors who get paid to do their job. The ones who attain superstardom are regarded as deities meant to be worshipped. They make our fantasies of fighting corruption, beating up crooked cops, wooing unattainable women, dancing and singing while looking like a glamorous diva, come true on the silver screen. They make us sing, dance and laugh and provide respite from the mundane. We revere them, blindly follow them and express our adulation by getting our local darzi to stitch the same Anarkali that Deepika wore at an awards night, hoping that some of her stardust will rub off on us.

The bigger the superstardom, the brighter the halo and the firmer our belief that they can do no wrong.

When Madhuri, the dhak-dhak of millions, trapezes all over her kitchen while she serves new Maggi Oats to her hungry family, insisting it’s healthy, we promptly add it to our shopping basket. Corporate giants pay crores to celebrities because they add brand equity to their products. When Cabdury’s credibility saw a downward spiral when live worms were discovered in their milk chocolate, they promptly hired Amitabh Bachchan to restore their lost glory (Cadbury’s, not theworms’) and it worked!

Is it right to hold Madhuri responsible after it was discovered that Maggi is not only unhealthy but also a health risk?


After all, we all know claims made in advertisements is all hogwash and fairness creams and shampoos will not turn us into an Aishwarya Rai. If Amul Macho bestowed rippling muscles and a new found machismo on its wearer, gyms would be as empty as libraries. The only darr Mountain Dew helps us conquer is urinating on a public wall and Lux soap is sitaron ki pasand for only those who live in Mars. But here lies the difference. If someone is gullible enough to believe these claims, they don’t end up sick.

Unlike Maggi, shampoos, banians and fairness creams do not pump toxins into our system. Hence, when Hema Malini claims that she trusts only Kent Water Purifier, she better know what she’s talking about.

While a few decades back, processed food and its related perils was restricted to urban markets, it has now made inroads into our rural areas, penetrating into a poor, malnourished constituency of people who lack the education to comprehend and counter their anti-health effects.

Which is why celebrities venerated by these masses, whose every word is taken as the ultimate truth, are expected to exercise judgment when endorsing colas, noodles, Kurkure and chips, that do more harm than good. Especially when people can be such gullible fools! Brand endorsers are not money making machines (Shahrukh might disagree) but, rather, men and women who exert a strong influence on their fanbase.

When Kangana Ranaut refuses crores to endorse a fairness cream, we applaud her for refusing to promote what she did not believe in.

I understand that it is unrealistic to expect our superstar brand ambassadors to conduct tests and verify whether the government approval on the product is deserved or not. But is it too much to expect them to exercise better judgment especially when their stamp of approval is taken as the gospel truth by their adoring fans?


By defending them and wondering why they are being scapegoats, aren’t we putting them in the same category as those who lack the intelligence or education to make informed choices? Are we trying to suggest celebrities who keep themselves fit on a diet of boiled vegetables and punishing exercise regimens, actually believe Maggi Oats is healthy and Lays chips is the snack of their choice?

Ms Nene and her esteemed colleagues may not be legally liable for endorsing products they do not believe in but they are certainly morally liable for misleading the vast multitudes. And if they did their homework before saying yes to multi-crore deals, they might force Nestle to do a rethink on their budget. Because right now, Nestle India spends Rs 19 crore for quality testing, Rs 445 crore on ads.




88 comments:

  1. The concluding para sums it up nicely. Celebrities are morally responsible and they need to be very careful. However, I am not sure what Madhuri or Amitabh should have done in this case. Ask someone to conduct tests in a private lab before endorsing? Or have faith in FSSAI? Personally, I hold FSSAI responsible for misleading us. Our food testing standards are abysmal. It's truly a Maggie Muddle with Karnataka saying that Maggie is safe? So is it a political war because Congress rules Karnataka? Or is it a corporate war between rivals?

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  2. I'm still giggling at this : The only darr Mountain Dew helps us conquer is urinating on a public wall
    But yes, a very well made point. I suppose it's easy to say we should know that frequent consumption of 'this mis-mash maida and garam masala' is never good for the body, but yes, here, a celebrity endorsement is perhaps the ultimate approval. Having said that, I wonder how many people have jumped off a helicopter just to get a Thums Up, just because 'bhai' does it.

    ReplyDelete
    Replies
    1. Why do they think they add - this stunt was performed by experts - disclaimer?

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    2. Yes, even the "Bhai" cannot perform these stunts yet suggests us that it's not skill or training or higher goal but it's gola oops Cola that will make us conquer our fears :D

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  3. I think the celebs cannot be held responsible for the quality of the products they endorse. Like Alka says, a celebrity cannot know that a food product contains things that it actually proclaims that it does. I read a great article by Santosh Desai on the Maggi saga today. I think, we are all diversifying and side stepping the actual serious issue of food safety and regulation in India. Personally, I would like the celebs to be more responsible in their choice of the products they endorse. It is easier for you and I to sit in moral judgment because no one is offering us millions.

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    Replies
    1. Like I said, Rachna, it doesn't require rocket science to know Colas, instant noodles are anti-health. You and I will not fall for these claims, but several others will, because Salman says so!

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    2. That's true, Purba. But no one is really consuming Maggi, cola or chips for health. They are occasional indulgences and that is how they ought to stay. The processed food industry not only in India but globally have been making false claims and fooling consumers. Even skincare products sell lies. So the larger question is that advertising standards need to be re-hauled. Till then ads will just be a way of making quick and easy money for celebs, morals be damned.

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    3. A large tumbler of cola that we guzzle at the cinema has 44 sachets of sugar. It's not unhealthy, it's anti-health.

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  4. I blame the gullible public more. If you are buying Maggie just because Ms Nene asked you to, or are guzzling colas because your fav cricket heroes are asking you to, then you are simply dumb ! We are all applauding Kangana for not doing the fairness cream advert. Like you said, I only wish our film stars were equally vehement in saying no to food products that are totally unhealthy. Or at least stop proclaiming them as healthy options on National TV !

    ReplyDelete
    Replies
    1. So, Katju was right. 90% of Indians are indeed idiots :p

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  5. I wouldn't hold AB or Madhuri responsible and feel it's unfair to them in a way. But, but FSSAI should have done their job better and can you imagine that no tests were conducted for decades. Having said that, yes one can argue that they could have been more discerning. Of course, it's debatable. Since all of us had Maggi at some point and I am sure the celebs also did without thinking of the spillover effects. I remember when the first KFC was launched in Pune, they invited me to see the kitchen, telling how they take into account hygiene. Of course, I am not justifying that but steps should be taken. Still on the Maggi issue, dunno how they get it wrong and still doubting whether it's that bad. On the issue of celebs, I feel that they shouldn't be held responsible!

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    Replies
    1. I think celebrities who enjoy superstardom should stay away from the fast-food industry. There are plenty of other products they can endorse.

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    2. Vishal my friend you may hate me for this ;) but celebs should be hold responsible... They have entire gamut of nutritionist aage peeche of them and they would not know if maggi is not healthy? haha You know AB does not eat rice but these days endorsing Daawat without eating even a spoon on screen.

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  6. Well... going by our Hindu film industry's #nomatterwhat reaction n tweets to salman verdict... I really dont have much respect left for this fratenity and do not think they really have anything else in mind than making moolah... at cost of #nomatterwhat !!

    www.myunfinishedlife.com

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  7. Ah, but when the CA says the the brand is good, it is good. Technically, celebrities are here to make their money till they are replaced by another. When it is the question of lakhs of rupees, no one's moral compass is going to point north. There might be a handful but then again, a handful. In that case the ad agency also becomes liable.....they are selling a lie.....who all will we nab in the food chain? Eventually, it is an individual choice. And if the celebs feel they shouldn't it is an added bonus......but considering their shelf life......I doubt it.

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    Replies
    1. Maybe we should have Vidya Balan educating the masses about the health risks involved in having Kurkure and Maggi besides rooting for shauchalays :D

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  8. It is tough to come up with a straight answer to this one. But at the end it IS the consumer who has to take responsibility for what he is eating/drinking/consuming.

    ReplyDelete
    Replies
    1. Doesn't hold true for the rural masses.

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  9. The questions that need to be answered here are that whether the checks that celebrities should make before endorsing any product are specified explicitly. If those are defined, then have those checks been violated by the celebrities who endorse the product. In absence of this information, whatever is discussed in this context will be subjected to our judgement, which will vary from one person to another.

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    Replies
    1. Agreed. Not everyone has access to findings that appear on Internet from time to time about the damning effects of processed food and excess sugar.

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  10. See, all I care for is that that Amitabh Bachchan chap had bleddy better be right about the luxurious effects of Navratan Hair Oil. 😜

    ReplyDelete
    Replies
    1. I started using Navratan hair oil because Bachchan Uncle uses it and now my family won't talk to me.

      Delete
  11. If urban literate folks follow Nene and eat what she promotes it is their funeral--they know very well she is not a nutritionist.But the rural folks just follow the glamorous and want to be in with the times.

    The worst offender of course is FSSAI,were they in coma till now?

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    Replies
    1. Many are convinced its a conspiracy hatched by a rival company. I say good riddance to bad rubbish.

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  12. I feel they are morally responsible for what they endorse. However consumers are also responsible to think logically when they feed 6 month old babies maggi noodles. It is totally unfair to arrest or initiate legal proceedings against the brand ambassadors. Why dont people find that guy who ticked the checkbox and approved the product to be sold in markets?

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    Replies
    1. Only consumers capable of making informed choices. What about those who do not have access to research and media reports? Imagine how easy it is to take them for a ride!

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  13. It's important to be a wise consumer. Just because a packaged food company says their product is healthy - we don't have to believe them. How can packet noodles be healthier than salad? And similarly - are film stars an authority on nutrition? Why then believe them when they endorse products?
    We know that, because we know how the world functions, money, advertising, tall claims - and we can take it all with a pinch of salt(no added msg ;) ). Since children are gullible and could believe ads its best to keep talking and raising their awareness.

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  14. As long as we are a star-struck nation who want film stars and celebrities in every walk of life including politics, such products will get sold. Have you seen the Chocos ad of Juhi Chawla? The boy complains he lost in a video game if you please, not a real game, and mama dear gives him chocos to enable him to win! It is good that some socially conscious celebrities are refusing to endorse products they don't trust. But the most important thing as you have said is that promoting junk food as healthy is unethical-- even if the product is not laced with lead.

    ReplyDelete
    Replies
    1. We love taking shortcuts, often at the risk of our health. That's why it gets easier to believe Juhi Chawla and the tall claims made by Kellogs.

      Delete
  15. Choosing products wisely,yes the celebrities should absolutely do that. That Maggi is not a healthy option and even without lead, the MSG in it is harmful enough does not take a lab test. Similarly endorsing colas and all other sort of junk is either sheer lust for money or there are times I am compelled to think the celebrities are really unaware themselves.

    The notice to Madhuri and AB may be a bit debatable. But one thing sure to come out of this fiasco(or so we hope) is that celebrities will be cautious when endorsing edible.

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    Replies
    1. Agree that a legal notice is carrying things a bit too far but will celebrities exercise more caution before choosing brands to endorse? Only time will tell.

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  16. maggi and un- maggi. 2 minute reliever ...what since donkey years we know . what a fast fast act by the administration . real fast action since maggi was introduced only yesterday. how does it look like .we as a nation takes our chalta heh attitude quite well .

    ReplyDelete
    Replies
    1. Hopefully, a lot of Mums will take Maggi off their children's diet.

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  17. The last para certainly amazed me.

    ReplyDelete
    Replies
    1. When I read about it, I was shocked!

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  18. That last parah though...crazy. So much money just to convince people relatively unhealthy food actually isn't.

    Anyway, grown-ups are old enough to know chips, Maggi, and the lot aren't healthy for you. So many mothers have chided their little ones for sneakily munching away. Celebrities aren't our mummies and daddies.

    ReplyDelete
    Replies
    1. Still hasn't put off millions of fans dying for a steaming bowl of Maggi.

      Delete
  19. That last parah though...crazy. So much money just to convince people relatively unhealthy food actually isn't.

    Anyway, grown-ups are old enough to know chips, Maggi, and the lot aren't healthy for you. So many mothers have chided their little ones for sneakily munching away. Celebrities aren't our mummies and daddies.

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  20. I'm conflicted about whether it should be the celeb's responsibility or whether it's the consumer's stupidity but in the end, it's certainly no skin of my nose if those megamillionaires are made to pay!!!

    ReplyDelete
    Replies
    1. When you are modelling for a product, you are merely a showpiece, but when you are endorsing it, you are telling your fanbase - i have faith in their quality.

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