The reason why Mammootty may refuse Rs 20 million
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http://www.rediff.com/movies/2004/mar/26coke.htm
Last updated on: March 26, 2004 12:30 IST
Communism and Coca Cola do not mix well, Malayalam superstar Mammootty has just learnt.
The actor has been involved in a Coca Cola controversy after he signed a Rs 2 crore (Rs 20 million) advertising deal with the soft drinks giant.
The superstar has now been forced to rethink his decision to become the Coke brand ambassador in south India after scores of activists backed by Communist parties have lambasted him.
Reason: Mammootty, a Left sympathiser, is also chairman of the Communist Party of India Marxist-backed Kairali television channel.
CPIM leaders have argued it is highly unethical and improper for Mammootty to accept the Coke offer. The company has been caught in a major legal battle in Kerala over the overexploitation of groundwater resources in the state's Plachimada village, for over a year now.
The village council alleges that the Coke plant has been depleting groundwater leading to drying up of water in wells, ponds and canals.
Early this month, Coca Cola had to shut down its factory on a government order because of the severe drought and water scarcity that has hit Plachimada and surrounding villages.
But Mammootty says he negotiated the Coke offer to make him the southern brand ambassador because the product has not been prohibited and 'it is, after all, a good drink'.
However, forced by the increasing resentment against the Communists against the superstar's brand deal with the Coke, it is likely that Mammootty will give up the Rs 2-crore offer.
"When I accept the offer, I will seek a guarantee that Coke does not overexploit groundwater as alleged and whatever water it uses is replaced or that it finds alternative sources without dipping into the common person's sources of drinking water," the actor told reporters.
He said he did not think there would be an image problem because he heads the CPIM-based Kairali TV. "There is no bar on the channel accepting Coke advertisements," the actor added.
But CPIM leaders believe Mammootty would not finally accept the brand deal. "I think Mammootty should not take up the advertising deal because everyone knows how companies like Coca Cola have left the people of a village dry," senior CPIM leader V S Achuthanandan told rediff.com.
Leaders like Achuthanandan fear that luring a superstar like Mammootty into the Coke contract is a clever way by the American multinational to fight the negative publicity the Cola giant has been getting in Kerala in the past few years.
"It will affect our party's image if Mammootty takes up the Coke contract. We will not allow him to do that," a CPIM legislator pointed out.
With the Communist leaders all out to plug the Coke contract, it is unlikely that Mammootty would now go ahead with the brand deal.
Mammootty says no to Coca Cola
THIRUVANANTHAPURAM: Bowing to growing popular pressure on him, Malayalam superstar Mammootty, has backed out of becoming the Coca Cola's Brand Ambassador position in the south India.
Mammootty, away to a faraway location, has faxed a brief message stating that he had not taken up the responsibility. "I have not assumed the brand ambassadorship of the Coca Cola. Since I was away on cine shooting out of Kerala, I did not notice the media reports about me. Now I want to make it clear that I have not taken up the brand promoting work of the Coke".
Mammootty, sources told the Times of India, had indeed finished shooting on Coke advertisements. And, it was almost sure that the ad will appear from April first. However, strong opinion against this coming from none there than the Opposition Leader V S Achuthanandan gave rise to similar protests from several leading lights in the socio-cultural-political spheres.
Mammootty, away to a faraway location, has faxed a brief message stating that he had not taken up the responsibility. "I have not assumed the brand ambassadorship of the Coca Cola. Since I was away on cine shooting out of Kerala, I did not notice the media reports about me. Now I want to make it clear that I have not taken up the brand promoting work of the Coke".
Mammootty, sources told the Times of India, had indeed finished shooting on Coke advertisements. And, it was almost sure that the ad will appear from April first. However, strong opinion against this coming from none there than the Opposition Leader V S Achuthanandan gave rise to similar protests from several leading lights in the socio-cultural-political spheres.
Kochi: Soft drinks major Coca-Cola may sign superstar Mammootty shortly as its brand ambassador for South India.
But sources for the company commented that " We are looking for Mammootty the chairman of Kairali TV and not Mammootty the Communist.''''
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