In recent months, a noticeable and controversial trend has emerged across indian social media platforms — numerous female film stars, especially from the South indian industry, have been seen promoting premium alcohol brands. This wave of celebrity endorsements for liquor has sparked widespread debate, given the cultural sensitivity around alcohol in India. What makes this trend unprecedented is the sheer number of high-profile actresses who have lent their image to such campaigns, openly endorsing intoxicating beverages in a way that was once considered taboo in the public eye. While these collaborations may be legally permitted and financially lucrative, they have also opened a Pandora’s box of criticism and ethical scrutiny.
Pooja Hegde found herself at the center of this storm after she posted a promotional image endorsing Johnnie Walker whiskey. The backlash was swift and intense, with netizens accusing her of setting a poor example, especially considering her substantial young fan base. kajal aggarwal also faced similar criticism when she appeared in an ad campaign for Teacher’s whisky alongside her husband, casually mentioning his fondness for drinking. Likewise, actress Regina Cassandra's promotion of Signature whisky was met with severe trolling, with several fans expressing disappointment and calling the endorsements irresponsible. These reactions highlight a deep-rooted discomfort among sections of the indian audience with public figures glamorizing substances like alcohol.
The negative feedback on these posts included moralistic comments, threats of unfollowing, and pleas to stop endorsing products deemed harmful. While some fans defended the celebrities’ right to make their own choices and sign legal brand deals, a large section voiced concern over the influence these stars hold and the potential normalization of alcohol consumption through such glamorous portrayals. This controversy also raises questions about celebrity responsibility in shaping public behavior and the ethical dimensions of endorsements. In a country where alcohol addiction remains a pressing social issue, the debate is far from over — and with more stars likely to be roped in for similar campaigns, the tension between celebrity branding and social accountability continues to simmer.
Pooja Hegde found herself at the center of this storm after she posted a promotional image endorsing Johnnie Walker whiskey. The backlash was swift and intense, with netizens accusing her of setting a poor example, especially considering her substantial young fan base. kajal aggarwal also faced similar criticism when she appeared in an ad campaign for Teacher’s whisky alongside her husband, casually mentioning his fondness for drinking. Likewise, actress Regina Cassandra's promotion of Signature whisky was met with severe trolling, with several fans expressing disappointment and calling the endorsements irresponsible. These reactions highlight a deep-rooted discomfort among sections of the indian audience with public figures glamorizing substances like alcohol.The negative feedback on these posts included moralistic comments, threats of unfollowing, and pleas to stop endorsing products deemed harmful. While some fans defended the celebrities’ right to make their own choices and sign legal brand deals, a large section voiced concern over the influence these stars hold and the potential normalization of alcohol consumption through such glamorous portrayals. This controversy also raises questions about celebrity responsibility in shaping public behavior and the ethical dimensions of endorsements. In a country where alcohol addiction remains a pressing social issue, the debate is far from over — and with more stars likely to be roped in for similar campaigns, the tension between celebrity branding and social accountability continues to simmer.
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