LOVE, AFFECTION, marriage, and other social norms and ethics seem to be taking a backstage in today’s materialistic world where human emotions are regarded as futile and money has taken the centre stage. The recent events exposing the perfidy of a number of celebrities have raised a question mark so far as existence of genuine human feelings and emotions are concerned.The most recent episode of such absurdities could be discerned in the unethical advertisement stunt by actor Arbaaz Khan and his wife Malaika Arora Khan, an actress herself, for brand promotion. It all began with the reports in media that Arbaaz Khan and Malaika Arora were heading for divorce. It was said that they were already living separately and are in the process of seeking divorce. This came as a shock to most of the people who were bemused by this news and couldn’t believe that the couple is separating after a happy married life of 10 years. They were looked upon as a role model for couples in Bollywood. Adding to this confusion, both Arbaaz and Malaika kept mum. The speculations gained momentum when the celebrities in question came out with the statement that it was a publicity stunt gone horribly wrong. They were trying a hand in a so called innovative advertisement for Ponds, and hence came out with a cheap way of promoting their new product - announcing that their brand ambassador, Arbaaz Khan was set to remarry. Post anticlimax, both Arbaaz and Malaika found themselves in a soup! After all the hues and cries, Malaika seemed perturbed with the whole situation whereas Arbaaz showered his dissent on media.The outcome of the whole episode was quite disastrous whereas the purpose was just a gimmick to promote the new product of Ponds. Press came out with stern stand and cornered Arbaaz at the unethical conduct accusing the couple of playing with sentiments of the masses and at the same time maligning the sacred institution of marriage. Though Arbaaz may be right in his own ways claiming that it was just an act, but in a society where marriage is held sacrosanct, what about the ethical aspects of the campaign? Does a celebrity stand above all the norms and sanctity of the society?How come these celebrities fall prey to the temptations on the part of corporations every now and then? Don’t go far behind - the ’Priyanka Chopra–Sreesanth episode’ of creating a hype for a product of Lux was also viewed as unacceptable and a lot of concerns were raised. The duo in that act were selling ’love’ in media to promote the brand. It was felt that it may be once in a while that a celebrity could be mislead, but not this frequently. These events leave behind an impression of futility of human feelings and social institutions in the world marred with money, greed and power. This whole act may for a while bring limelight to the celebrities involved in such ventures of viral marketing, but it is not acceptable at all so far as social and ethnic norms are concerned. Those involved in the act of playing with human emotions, knowingly or unknowingly, are propagandists of cheap publicity, and that is not expected from public figures. The celebrities should have a role to play in building the society, as they are looked upon as icons by many, and set examples to be treaded. But the sort of examples they are setting, we may not be in a position to believe them even if they come out with a good and genuine cause. If they choose to, they should be true ambassadors of love and life!
