Celebrities may be increasingly wary of endorsing food items with online scrutiny and the ‘Tukaram Mundhe effect’
There's a new term going around - ‘The Tukaram Mundhe effect’, and it’s turning out to be injurious for celebrity brand endorsements, particularly around food. While his actions against celebrities regarding a pan masala ad has stirred up things, buzz in industry circles suggests that now actors are reluctant to take fresh advertisement campaigns regarding unhealthy food items such as burgers, chips and also cold drinks, as they feel that they would land up under Mundhe’s radar and fall in trouble.
It all started online
However, before Mundhe’s crackdowns, increasingly celebrities had started to get called out online for their various food and drink related endorsements. The anger stemmed from the fact that while they themselves maintain the strictest of fitness standards and eat clean, the products which they endorsed are unhealthy.
While influencer Revant Himatsingka has been at the forefront of exposing how unhealthy some of India’s most trusted and loved brands are, it was fitness YouTuber Nitin Maurya who went viral for a video where he spoke about celebrities who talk about the benefits of going sugar-free and junk-free diets in interviews, while promoting soft drinks, fast-food burger chains, and chocolates.
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