Celebrity endorsements, a double edged sword

NEW DELHI: They sizzle on the screens with their dance moves, larger than life image and their sex appeal, making them instant icons for many in this country hungry for celebrity news.

Celebrities have always been in limelight either for reel life or their endorsements or support for causes ranging from AIDS to child welfare and eye donation.

But, with recent Richard Gere and Shilpa Shetty controversy generating publicity rage for the peck than the cause -AIDS awareness- the issue of celebrity involvement has generated a debate.

"No doubt, that celebrities help in getting an issue highlighted. But at the same time, it is also very important to choose the right kind of celebrity for the right cause," says Anjali Gopalan, Executive Director, NAZ Foundation India, an NGO working for AIDS victims.

Other social activist also seems to agree that celebrities do help in promoting a social issue. "When celebrities or people holding public offices, lend their name and time to a particular NGO, people tend to take it at their face value.

Somehow, a sense of credibility creeps into people's mind. But then, in the end, its the NGO's work which should speak for itself," says T K Mathew, Secretary and Chief Executive, Deepalaya, an NGO working for education and betterment of slum children.

Celebrities who have been and are associated with Deepalya include Nafisa Ali, Manpreet Brar and Raghu Rai among other eminent former bureaucrats.

Sources with CRY, one of the largest NGOs in India working for child rights point out that the basic need for celebrities is felt so as to give the project a wider publicity.

"It is like a chicken and egg story. When a celebrity comes into the picture, there is a curiosity element. But then at times, the media focus might just end up on the celebrity alone like in some recent cases," states an activist from CRY.

The above activist points out that many a time, celebrities do ask for monetary returns. "Yes, some celebrities do charge for lending their name to a particular cause," he points out while adding that then it is up to the NGO to decide on the ethical aspect of it.

"Many NGOs like ours don't promote such activities but yes, it does happen," he says. With NGOs clamoring for wider publicity, celebrities seem to have got hold of a golden hen.

"It is a fact that celebrities help in increasing the visibility of a particular cause and also that many celebrities charge for such activities. Last year, I was in touch with a noted celebrity who lends her name to lot of social causes but I was completely taken off guard when she asked me how much we are willing to pay her," says Reshmi Ramakrishnan, a social activist who once also headed, Make a Wish Foundation, India and Sesame Workshop India.

She further adds, "Not long ago, NGOs had their own bad time when they were accused of siphoning of money meant for social causes. So, they adopted a commercial concept where you bring in a celebrity to speak for you. Visibility and credibility increases and at times the inflow of money for a particular cause increase. But one should also remember than some celebrities really feel for a cause and are deeply involved with various social activities."

Gopalan supports her and says, "Yes, it does happen but it is the NGO's call to decide what it wants to do."

Another activist points out that celebrities are indeed important but even they need proper coverage and marketing. "When Amitabh Bachchan famously came out promoting Polio vaccination campaign of the central government, it became a national mission for the common man. But, on the other hand when Aamir Khan voiced his concern in support of Narmada Bachao Andolan, it became a political issue," she points out.

Along with Mathew, Gopalan is of the view that no cause can move forward just because of celebrity involvement alone. "The much talked about Polio campaign by Bachchan and Sachin Tendulkar became a success because it was fully backed by government and out reach workers and not just because of celebrities," she says.

Even psychologists and psychiatrists agree that celebrities do have a huge influence. "There is an inherent curiosity about celebrities. When celebrities speak, people tend to listen and take notice. There is no denying this fact," states Anita Mahajan, Psychiatrist.

As Gopalan says, "Celebrities are like a double edged sword and their presence definitely helps but at times it can be the other way round too".