Accountability Of Celebrities Endorsing Products In India

Topic: Accountability of Celebrities endorsing products in India:
A case study of Maggi Nestle fiasco

Prof. Pijush Dutta, Associate Professor, Apeejay Institute of Mass Communication, New Delhi. Email id: [e-mail]
Abstract:

The intent of this paper is to understand the implication on Celebrity Endorsements with specific reference to the recent banning of Nestle Maggi Noodles due to the presence of more than permissible level Monosodium Glutamate (MSG) in the product. Excess amount of MSG found in food products are harmful to the health of the consumer.

In India, as is all over the world, companies take the route of Celebrity Endorsement to promote and advertise their products. Celebrities promoting products help the product

It is generally assumed by consumers, that since such popular celebrities are endorsing the product, the product must be good. Consumers usually develop “vicarious” connection with the celebrities by consuming the products endorsed by the celebrities. Maggi has been advertising and positioning itself as a healthy and tasty food meant for kids, teenagers and youngsters.

However, when Maggi noodles were banned by the FSSAI in India terming the noodle as unsafe for consumption, the responsibility of celebrities endorsing products came into question. Celebrities endorsing products are experts only in their field of profession and need not have any knowledge of the product they endorse.

However, can we hold Celebrities accountable for the products they endorse? As a responsible citizen of the country, Celebrities may not be well versed in the contents of the promise they vouch in advertisements. However, given the impact that Celebrity endorsements have on the consumer’s buying decision, can celebrities be absolved of any responsibility if the product is

On June 3, 2015, the New Delhi Government banned the sale of Maggi in New Delhi stores for 15 days due to these findings. On June 4, the Gujarat FDA banned the noodles for 30 days after 27 out of 39 samples were detected with objectionable levels of metallic lead, among other things. Assam had banned sale, distribution, and storage of Maggi's "extra delicious chicken noodles" variety for 30 days since June 4, 2015 after tests carried out at the state public health laboratory concluded that the particular variety contained added monosodium glutamate and an excessively high amount of lead.[18] Some of India's biggest retailers like Future Group, which includes Big Bazaar, Easyday, and Nilgiris imposed a nationwide ban on Maggi. In addition, multiple state authorities in India found an unacceptable amount of lead, leading to bans in more than 5 other