There was a time when our choices felt simple - whatever our favourite celebrity endorsed became our favourite too. A packet of chips, a fizzy drink, or a mango juice wasn’t just food; it felt like a connection to someone we admired and believed in. We didn’t question ingredients, labels, or health. If they were smiling on screen, that was enough.
But growing up comes with an uncomfortable realisation. The same celebrities who once sold us sugary drinks and ultra-processed snacks are now the ones talking about clean eating, cutting sugar, and following disciplined fitness routines. The shift is not theirs - it is ours. We are finally seeing the contradiction that always existed.
And nothing captures this influence more sharply than a widely circulated video of a child who, when asked, “Gutka kha rahe ho, mar jaoge tab?” (You’re eating gutka, what if it kills you?), casually responded, “Shah Rukh Khan marbe nahi kiya to hum kaise mar jayenge?” (If Shah Rukh Khan hasn’t died, how will I die?)
When asked further, “Shah Rukh Khan gutka khaata hai, kon bola hai tumko?” (Who told you that Shah Rukh Khan consumes gutka?) The reply came without hesitation: “Parchaar mein.” (In the advertisement.)
It may sound like a passing remark, but it reveals the depth of celebrity influence. Advertisements are not seen as performances; they are perceived as the truth.
In fact, such endorsements have also drawn legal scrutiny. Actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff were served notices over a pan masala advertisement, with authorities alleging that it promoted misleading content by implying the presence of premium ingredients like saffron - something considered highly unlikely given the product’s price point. The advertisement was flagged as deceptive and criticised for its appeal to younger audiences.
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For a generation that grew up trusting these faces, the line between promotion and reality simply did not exist. Which is why this is a wake-up call. Because even today, the pattern continues, and perhaps, it is finally time we recognise it for what it is.
The celebrity parallel
Scroll through interviews, podcasts, or social media today, and a clear pattern emerges - celebrities are increasingly vocal about cutting sugar, avoiding processed food, and following strict fitness routines. But place these claims alongside their endorsements, and the contradiction becomes hard to ignore.
Take Kartik Aaryan, who has often spoken about staying away from junk food like burgers, pizza, and sugary drinks, especially while preparing for physically demanding roles. Yet, he has also appeared in advertisements for burger outlets and soft drinks. The contrast becomes even sharper with the launch of the “Kartik Aaryan Meal” at McDonald's - a combination of a McAloo Tikki Burger, Cheesy Fries, Pizza McPuff, and a beverage; precisely the kind of food he has publicly advised limiting.
A similar contradiction is visible with Samantha Ruth Prabhu, who frequently highlights the importance of avoiding sugar and processed foods in wellness conversations, yet has also been associated with chocolate brand endorsements.
Likewise, Alia Bhatt has spoken about reducing sugar intake and maintaining a clean diet, even mentioning it in television appearances, while also promoting sugary beverages like Frooti.
The dual narrative becomes even more layered with Hrithik Roshan, often admired for his disciplined fitness regime and referred to as the “Greek God of Bollywood.” While he shares insights into workouts and healthy living, he has also endorsed sugary soft drinks like Mountain Dew. At the same time, his fitness venture HRX, in collaboration with EatFit, focuses on promoting nutritious food—highlighting the contrast between wellness branding and commercial advertising.
Transformation stories follow a similar pattern. Sara Ali Khan has openly spoken about her journey from unhealthy eating habits, including frequent consumption of junk food (like Pizza), to adopting a disciplined lifestyle. Yet, she has also appeared in advertisements promoting pizza and similar fast-food products.
Even Anushka Sharma, known for advocating a clean and largely plant-based lifestyle, has in the past endorsed beverages like Nimbooz (another sugary soft drink).
And it doesn’t stop with actors. Mahendra Singh Dhoni - fondly known as 'Captain Cool'- has long been associated with discipline and mindful living, often advising moderation in food habits. Yet, he has also endorsed snack brands like Lay's, popularised through campaigns such as “No Lay’s, No Game.”
Why is this a growing concern
Research suggests it has far deeper implications, especially for children and adolescents, whose food choices are still being shaped.
A 2023 cross-sectional study conducted in schools in Punjab, involving 722 children aged 14–18 and their parents, highlights just how vulnerable this group is to external influences. The findings point to a concerning gap in awareness and decision-making when it comes to food choices.
As the study notes, “About 46 per cent of children were eating out > 3 times a week. Nearly 49 per cent said they never looked at the expiry dates on the food packet, and 40 per cent have yet to notice the quality certification. Nearly half do not understand the components of the food label, and 59 per cent said they never changed their buying behavior because of the label.”
The role of parents, too, appears limited. “Only 37 per cent of parents expressed their concerns about the timing of the ads when children watch television, while only 25.5 per cent were concerned about the accuracy of the information.”
Importantly, the study identifies a direct link between advertising exposure and behaviour. It concludes that “concerns of the parents regarding the timing of the ads, and celebrity endorsements, were potential predictors for the increased frequency of eating out by the children.”
In essence, low awareness around nutrition and limited parental intervention are creating an environment where external cues - like advertisements and celebrity endorsements-play a significant role in shaping dietary habits. The study further emphasises the need for policy-level changes, stating that “unification of our existing policies regarding food labels and TV advertisements to develop family-centric interventions will bring us one step closer to improving the enabling environment to curb the growing menace of childhood obesity.”
This pattern is echoed in more recent research as well. A 2024 study conducted in Gujarat specifically examined the impact of celebrity endorsements in television commercials on children’s food preferences, particularly fast food. Based on responses from parents, the study found that celebrity-led advertisements significantly increase the appeal of such products among children.
According to the findings, a majority of parents acknowledged that their children were more likely to prefer brands endorsed by well-known personalities. The study states:
“The results revealed that a significant majority of parents believe celebrity endorsements make fast food more appealing to children, with many acknowledging that their children prefer brands promoted by famous celebrities.”
The relationship was not just perceptual but statistically significant.
“Statistical analysis using a one-sample t-test confirmed a significant relationship between celebrity endorsements and children's fast-food choices, leading to the rejection of the null hypothesis.”
The study also highlights growing parental concern, with many calling for stricter regulation of such advertisements. It concludes that these findings “underscore the need for more responsible advertising practices to promote healthier food choices among young consumers.”
This story is done in collaboration with First Check, which is the health journalism vertical of DataLEADS
