Celebrities becoming brand ambassadors for soft drink companies is nothing new, especially in India. From Shah Rukh Khan, Aishwarya Rai, Aamir Khan, Salman Khan, Kareena Kapoor, Akshay Kumar and Ranbir Kapoor to Sachin Tendulkar, Sourav Ganguly, Mahesh Babu and Yash, the list is very long. Hence, when he received an offer from soft drink manufacturer giant Coca-Cola in the early 2000s to become its face in South India, it might not have taken Malayalam megastar Mammootty long to agree to the lucrative deal. However, he soon realised that he had made an impetuous mistake, mainly since the company was embroiled in the Plachimada legal battle. But by then, the controversy had escalated significantly, with even Marxist party strongman VS Achuthanandan, the then Leader of the Opposition (LoP), issuing an ultimatum to the actor.
For the unversed, Mammootty has been serving as the chairman of Malayalam Communications Ltd, which runs the television channels Kairali TV, Kairali News, and Kairali We, since the time it was established in 2000. Kairali Channel group is backed by the Communist Party of India-Marxist (CPI-M), which was at the forefront of the Plachimada struggle, and CPI-M leader VS Achuthanandan was one of the leading proponents of the anti-Coca-Cola plant movement that spread across Kerala like wildfire.
After Mammootty signed a deal, reportedly worth Rs 2 crore (Rs 20 million), with the Coca-Cola company, many stepped forward denouncing the megastar’s move. Both Plachimada activists and CPI-M leaders and workers came down heavily on him for accepting the offer while they were all protesting against the plant that severely damaged local water sources in the village of Plachimada, Palakkad district.
Soon after his decision courted controversy, Mammootty pointed out that the product was not banned in the country and claimed that “it is, after all, a good drink”. He reportedly told media persons, “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. Also, there is no bar on the channel (Kairali) accepting Coke advertisements.”
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Responding to reporters’ queries regarding Mammootty’s decision to collaborate with Coca-Cola, VS Achuthanandan was quoted as saying by Madhyamam, “He can’t do both. Either Mammootty can continue as the chairman of Kairali, or he can become the ambassador of Coca-Cola.” Talking to Rediff, VS said back then, “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.” According to the protestors, the plant had been depleting groundwater, leading to drying up of water resources in the area and eventually resulting in a drought.
However, with VS — known for his strong stances on anti-corruption, environmentalism and land rights — making both his and the party’s position unequivocally clear, Mammootty soon withdrew his decision. Given that the party strongman, who passed away on July 21, consistently took unwavering positions on matters concerning public welfare, the megastar knew more than well that reversing his decision was the only plausible solution here. The Plachimada Coca-Cola plant was eventually closed forever.
