Celebrities note, fans play follow the leader

<div class="section1"><div class="Normal"><span style="" font-style:="" italic="">A recent study in London points to celebrity endorsements increasing consumption of colas and fast food leading to unhealthy implications. Are India''s celebrities listening?</span><br /><br />They greet you everywhere. From billboards to TV to your morning newspaper, celebrity endorsements have become a way of life. Colas and fast food usually spell big money, so there''s no reason for personalities to not lend their name and face to them. Little do they realise that their actions may, sometimes, inadvertantly have adverse health implications. <br /><br />An article in London''s <span style="" font-style:="" italic="">Lancet</span> journal highlights this growing concern over celebrity endorsement of colas and fast foods, in the wake of increasing obesity cases among teenagers. Medical experts have similar concerns for India. "Celebrity endorsements have tremendous impact on growing children," says endocrinologist Dr Shashank Joshi. "Most celebrities are not aware of the health implications of these products, and end up promoting them." While Joshi is willing to give these popular faces the benefit of doubt, others aren''t so forgiving. "Considering the amount of money that is involved, even if they are in the know, they choose to overlook it," says a nutrition-expert. "You can''t really expect them to behave responsibly." <br /><br />Though most choose to make the extra buck, there are the likes of actor Ajay Devgan who have consistently refused to endorse anything. Even actor Aamir Khan had once refused to endorse a <span style="" font-style:="" italic="">pan masala</span>, because it sent the wrong messages. Times have changed and, today, he is a cola ambassador. <br /><br />However, endorsers have their defence ready. "If there is any concern among the medical fraternity, about people endorsing such items, they should be the last ones talking about it," maintains actor Suneil Shetty. "I have grown up drinking colas so what is wrong if I lend myself to it''s promotion? Let unscrupulous doctors stop selling kidneys and I will stop endorsing colas." <br /><br />Experts concede there is little that can be done to battle such onslaughts. "What we need to do is educate people," says endocrinologist Dr Chandalia. "Promotion of healthier options like buttermilk, <span style="" font-style:="" italic="">narialpani, jal jeera</span> will help." Others feel the need for a food revolution, which has significantly taken root in the West. Explains Joshi, "As more people become health conscious, consumption of such items will decline. We need to disperse the correct information to people. Otherwise pointing a finger at a known face wouldn''t really help."</div> </div>