Deepika Padukone is not the first one to slap a multi-crore offer from Cola for endorsing brands. Way back in June 2010, Sri Lankan hip-hop celebrity Maya Arulpragasam, popular as MIA did not accept an offer to become the face forCoca-Cola and Pepsi. It takes a lot of guts and courage to reject a hefty amount in lieu of a small effort. That too when you are at the peak of your career. Why do some people do this? Knowing that the value they have will not remain forever. If at this moment they are getting crores for doing an ad for a brand, it does not guarantee the same value after a few years. Obviously, it is all a game of popularity and stardom. Does it mean that few celebrities listen to their conscience before taking such decisions? Like MIA said she is not for a sellout.
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On the other hand, we have celebrities who disassociate with the responsibility of any kind while endorsing brands. It all depends on your priorities, actually. If money is right on the top then everything else pushes down. Be it ethics, social responsibility, conscience, or listening to heart/soul/mind. Because they know the value they have today may sink any moment of time. But others also know it well. Those who consciously reject such kind of offers. Offers which are giving endorser a lot of money in lieu of a bluff to their fans or public. Otherwise, why the top pop-star like MIA would reject that lucrative offer saying she has enough money to run her life and thus won’t sell out for it. There are more cases like this. In 2017, top cricket player Virat Kohli refused to endorse a Cola brand. Similarly, he doesn’t endorse any fairness creams.
Some Celebrities Keep Ethics Aside While Endorsing Brands
In fact, Virat Kohli gave a very beautiful statement while refusing this offer. He says, “I don’t want people to consume something that I myself doesn’t.” That is fabulous. Not all will understand this. But look at the amount of respect and value they gain in the eyes of their fans. Similarly, in 2014, Amitabh Bachchan refused to renew of Cola endorsement contract after a school child questioned him about the sanctity of it. Some people get a hint from other to listen to their conscience. Some get voice from within. While some never get it. Or rather never listen to it. Probably their conscience is always crying under the weight of money. After all, your way of endorsing brands says a lot about your personality, ethics, and values.
