Aamir?s crusade, Coke's conflict

Can stars afford to damage brands they endorse? Soumik Sen finds out.

It was Coca-Cola which sought a meeting with Aamir Khan when they saw him all over the papers championing the cause of Narmada, even as Arundhati Roy publicly challenged him to first stop endorsing the cola. It is Aamir himself who disclosed this at a press conference he called, saying he will meet Coke representatives to “understand” the situation. “If there is a problem, we will try and find a solution and if talks fail, I will end the contract,” said crusader Aamir.

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Which is good for Brand Aamir, but may not go down so well for Brand Coca-Cola.

The brand is said to pay the star Rs 6 crore for his contract. Coke ads have always been prestigious; worldwide, only a chosen few get to endorse it. Aamir’s ads have been a talking point, but the new equation between Aamir and Coke is not something the brand would have bargained for. At a time when stars and endorsements are so closely connected with each other, it highlights the question: do social responsibility and endorsements clash? “Of course not. I have made my stand clear on the issue and I have spoken to Coke officials regarding it,” says Aamir.

RAHUL BOSE, actor: When celebs associate themselves with a cause, it draws attention to the issue. When mill workers protested recently, the CM took note only when people from Marathi theatre and cinema joined them.

Stars endorse brands, but some stars may be too hot to handle. When self-imposed keepers of morality like Youth Congress leader Rajesh Brahmbatt lay down rules to companies like Toyota, Titan and Coke to remove Aamir Khan posters when selling their products, the trade-off is between solidarity with a brand ambassador and damage to brand image.

“As an individual Aamir has the right to voice his concern,” says Prasoon Joshi, the man who not only created the memorable Aamir commercials for Coke, but also penned lyrics for his films Rang De Basanti and the upcoming Fanaa.

Aamir Khan campaigning for the Narmada Bachao Andolan

Standing by Aamir, the regional creative director at McKann Eriksson says, “He doesn’t do anything for effect, so it has to be an issue he feels passionately about, else he wouldn’t have endorsed it. Those who are raising fingers should check their facts before making allegations. When the government recognises Coke as a legally operating unit then why should people base their charge on perception?” Actors or activists? I am wholeheartedly in support of Aamir. Many in the film industry like to be apolitical. It is time they woke up. After the Mumbai riots only a few of us, Shabana, Ketan Mehta and me, voiced our anguish. Even when my film

Dharavi

was taken off theatres, no one stood up."

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