Murmu Slams Celebs Over Harmful Ads at 72nd National Film Awards
- President Droupadi Murmu delivered a sharp warning at the 72nd National Film Awards.
- The President urged celebrities to stop endorsing products harmful to public health.
- She stated that a true star spreads light and not darkness through their influence.
- Industry analysts estimate top-tier stars make ₹2-5 crore per surrogate ad campaign.
- The 72nd National Film Awards event took place in New Delhi on Tuesday, September 22, 2026.
President Droupadi Murmu issued a stern public rebuke to the Indian film industry this Tuesday, September 22, 2026, targeting the widespread practice of celebrities endorsing products that endanger public health. Speaking at the 72nd National Film Awards in New Delhi, the President challenged the ethics of stars who prioritize fat paychecks over the well-being of the millions who look up to them.
Her message was direct and left little room for misinterpretation. She told the assembled gathering of actors, directors, and producers that a true star is one who spreads light, not darkness.
The timing of the statement is significant as the Bollywood trade circuit currently grapples with the morality of 'surrogate' advertising, where stars promote tobacco or alcohol brands under the guise of selling mouth fresheners or soda.
Officials confirmed that the President's remarks were received with stunned silence by the usually boisterous crowd at Vigyan Bhawan.
- The event marked the 72nd edition of the prestigious National Film Awards.
- President Murmu highlighted the immense social power held by actors in a country where cinema often mirrors life.
Observers noted that this is one of the most direct interventions from the Rashtrapati Bhavan regarding the intersection of entertainment and health, signaling a potential shift in how the government views celebrity accountability.
The Economics Behind the ₹5 Crore Surrogate Deal
For a top-tier Bollywood actor, a single day of shooting an advertisement for a pan masala or a high-sugar energy drink can net a fee between ₹2 crore and ₹5 crore. These deals are often structured as long-term contracts that guarantee the actor recurring income regardless of their box office performance.
Trade analysts pointed out that these brands provide a consistent revenue stream that films alone cannot guarantee, especially during lean years at the box office.
However, the President's call to action puts these lucrative contracts under intense scrutiny.
Industry insiders said that many A-listers have already begun reviewing their brand portfolios to avoid public backlash after the President's speech.
The economic reality of the industry is that talent management agencies often push for these deals as they offer low-risk, high-reward margins for the star and the agency alike.
- Market data shows that endorsements for non-essential health products have surged by 15% in the last two years.
- Major FMCG brands often use surrogate branding to skirt strict Indian advertising laws.
Despite the financial allure, the social cost is mounting. Experts mentioned that the normalization of these products through the faces of beloved stars makes it significantly harder for health ministries to run anti-tobacco or anti-diabetes campaigns. The influence of a star is often more persuasive than a government-mandated warning label on a package.
So, the industry now faces a reckoning where the pursuit of wealth clashes with the moral expectation placed upon public figures by the highest office in the nation.
Why Public Health Experts Are Backing the Presidential Call
Health officials have long argued that the glamorization of harmful substances in Indian media creates a psychological bridge for the youth to start experimenting with unhealthy habits. By associating a pan masala brand with a star's charisma, the product stops being a health hazard and starts being a lifestyle choice.
The President's focus on the word 'light' refers to the potential for actors to use their immense platform to educate and inspire rather than to facilitate degradation.
Sources confirmed that several health advocacy groups reached out to the Ministry of Information and Broadcasting within hours of the President's speech to seek stricter enforcement of existing guidelines.
The Advertising Standards Council of India (ASCI) has struggled for years to curb these practices.
- India reports nearly 1.3 million deaths annually due to tobacco-related diseases, according to recent health statistics.
- Childhood obesity rates have increased by 8% in urban centers over the last decade.
Critics of the current advertising model argue that the industry has been hiding behind legal loopholes for too long. If the President's speech leads to a formal policy change, it could force stars to turn down a substantial portion of their current endorsement income. The question now is whether the actors will choose to comply voluntarily or wait for the government to move from 'urging' to 'regulating' via new, stricter legislation.
The Shifting Landscape of Star Power in 2026
The influence of a Bollywood star remains unmatched in the Indian market, yet the audience is becoming increasingly skeptical of celebrity motives. Younger viewers, who are more active on social media, often call out actors for hypocritical brand choices. This public pressure, combined with the President's recent address, creates a difficult environment for agents looking to sign new deals.
Producers are also watching closely. If a star's brand value is tarnished by an association with a controversial product, their box office draw can be affected.
A senior PR consultant noted that the most successful stars are those who build a personal brand around fitness, sustainability, and social responsibility.
These stars command higher loyalty and, eventually, more stable advertising deals from premium international brands that do not rely on surrogate tactics.
- Social media sentiment analysis indicates a 22% increase in negative feedback for actors endorsing sugar-heavy products.
- Premium brands are now seeking 'clean' celebrity ambassadors to align with global ESG (Environmental, Social, and Governance) standards.
The industry is entering a phase where 'responsible stardom' is no longer just a marketing buzzword but a necessary survival strategy. As the 72nd National Film Awards conclude, the conversation in the Mumbai film circuit is dominated by how to reconcile these new, high-level expectations with the deeply ingrained habit of accepting any endorsement that pays well. It is a transition that will likely see a decline in tobacco-linked ads but a rise in the demand for ethical brand partnerships.
What Comes Next for the Film Industry and Brand Deals
Looking ahead, industry experts suggest that the next move will be a series of closed-door meetings between talent agencies and the Ministry of Information and Broadcasting. The goal will be to define clear boundaries on what constitutes a 'harmful health product' versus a 'lifestyle' product.
While some actors might defy the call and continue their existing contracts, the public pressure is expected to grow.
Witnesses at the awards ceremony said that many attendees were seen discussing the potential legal ramifications of the President's words.
The government is unlikely to stop at speeches if the behavior does not change.
Future policy updates could include heavy fines for celebrities who promote products that violate health safety norms.
- The Ministry of Information and Broadcasting currently reviews advertising content under the Cable Television Networks Rules.
- Legal experts anticipate a push for mandatory disclosure of financial ties between stars and controversial brands.