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‘Amitabh Bachchan supporting nutrition campaign, not any brand’

Earlier this week, a national level Advocacy group Nutrition Advocacy in Public Interest had written an open letter to actor Amitabh Bachchan asking him to withdraw the endorsement.

bollywood Updated: Jun 13, 2018 13:23 IST
Amitabh Bachchan,Bollywood,Big B
Actor Amitabh Bachchan is endorsing a nutrition campaign, pro bono.(Rajesh Kashyap)

Recently some media reports highlighted the concern of an advocacy group that has asked actor Amitabh Bachchan to desist from endorsing GSK Consumer Healthcare’s Horlicks milk drink, on grounds that it is a high-sugar product. Responding to the reports, the actor’s spokesperson tells us that he is not associated with the brand at all, and is instead endorsing a nutrition campaign, pro bono.

“Mr Bachchan is not associated in anyway with the brand. He had been approached for Mission Poshan, a social campaign on hunger and nutrition, by a media group. He researched the subject and agreed to participate in and lead the charity campaign, without endorsing any brand involved. That too only if he is satisfied with the accuracy of the research done during the campaign,” says the actor’s spokesperson.

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Earlier this week, a national level Advocacy group Nutrition Advocacy in Public Interest had written an open letter to the actor asking him to withdraw the endorsement. The letter included comments from doctors and said, “Horlicks is a high sugar product, as 100 gram of a popularly advertised pack of Horlicks Delight contains 78 gram of carbohydrates of which 32 grams is sucrose sugar.” The letter added that promoting it “dents Mr Bachchan’s image as a socially responsible celebrity.”

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The actor’s spokesperson further clarifies, “It is unfortunate that media reports of him supposedly endorsing the brand have appeared despite no one bothering to check if there was any contract, money exchange or legal dictats in place, which are the norm in celebrity endorsements.”

“After these reports have appeared, Mr Bachchan has informed the concerned media group spearheading the social campaign that he will continue to wholeheartedly support the larger cause i.e Mission Poshan in his personal capacity, without accepting any fee in return, as he has done with numerous social campaigns in the past, none of them which have involved a direct endorsement or brand ambassadorship. He has reiterated his belief in working towards the issue of malnutrition and shall continue to support the campaign, but not if it is linked to any brand,” adds the spokesperson.

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First Published: Jun 13, 2018 13:23 IST