Manas Shah Says Actors Shouldn’t Be Solely Blamed for Brand Endorsements
Highlights
- Manas Shah believes celebrities shouldn’t be solely blamed when endorsed products later face scrutiny.
- He says brands hire actors because of their influence over consumers.
- The actor points out that artists continue to face financial challenges despite public recognition.
- Manas Shah says actors struggle to secure bank loans and lack institutional support.
- He recalls advocating for the entertainment industry’s importance during the COVID-19 pandemic.
- The actor says expecting performers to investigate every company’s finances is unrealistic.
- He believes accountability should be shared rather than placed entirely on celebrities.
Yeh Hai Chahatein actor Manas Shah has strong views on how the system treats actors when endorsements go wrong. The expectation that performers should also be investigators doesn’t sit right with him.
Star power works, and that’s precisely why brands pay for it. Manas Shah said, “Normal people look up to actors. They want to become like them. They want to have the same swag as them. If they feel that by smoking a particular cigarette they will start looking like them, talking like them, or become as fit as them, then even thin girls will start drinking green tea thinking their fat will disappear immediately.”
The marketing machinery is designed this way. Manas Shah said, “When an actor is given this responsibility, they will give their best and present themselves in the best way so that people buy the product after seeing them. And if people are buying the product, then they have succeeded.”
Manas Shah Says Actors Shouldn’t Be the Only Ones Held Responsible
The double standards bother him. Manas Shah said, “Many actors advertise gutkha. Even famous cricketers promote liquor brands, although they advertise bottled water instead of the liquor directly. But the brand is Kingfisher, which also makes liquor. In a way, people connect it to that brand. So, this is all a marketing gimmick, and it is not right to blame only the actor.”
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Manas Shah also spoke about the structural neglect actors face outside of their fame. He said, “For an actor or an artist, getting a bank loan is never easy. They are not counted among the recognized professions. In fact, the film industry is not even officially recognized as an industry in the eyes of the government. It is not written anywhere that this is an industry. So, this discrimination has existed for a long time. That’s why every artist naturally has to think about their own future and financial security first.”
The COVID-19 Pandemic Highlighted the Importance of the Entertainment Industry
He recalled making this point during the pandemic. Manas Shah said, “During the COVID-19 pandemic, I made a video saying that if you want to spread awareness about safety precautions, you need actors to help communicate that message effectively. You need this industry. But this was the first industry to be shut down because people were told they could not work or shoot. Then who was supposed to support them?”
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Manas Shah Calls For A More Balanced Approach To Accountability
On accountability for endorsements that later face scrutiny, Manas Shah keeps it personal. He said, “I do not drink, so practically, I would try not to promote something like that. But then again, if I remain unemployed for two years, who will run my household? It is a very personal decision. No one knows where a company got its money from, how it earned it, or what it is doing. And if you have to get so deeply involved in finance and accounts, then when will you do your creative work?”
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