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I MAKE MANY ECOCONSCIOUS, RESPONSIBLE CHOICES Industry hails Akshay’s step back from brand
On Earth Day, today, Bhumi Pednekar talks about the need to make climate-positive changes in our lifestyle
Actor Akshay Kumar’s apology and subsequent stepping down as the brand ambassador for Vimal, an elaichi brand that also sells tobacco, has set social media abuzz. Kumar was appointed as the face of the brand along with actors Shah Rukh Khan and Ajay Devgn via a recent ad. The 54-year-old, who is known for his disciplined lifestyle, faced backlash almost instantly from fans and wellwishers. He then apologised to them with a note on Instagram: “I am sorry...Your reaction over the past few days has deeply affected me. While I have not and will not endorse tobacco, I respect the outpouring of your feelings in light of my association with Vimal Elaichi. With all humility, I step back.”
The actor also stated that he will be “extremely mindful in making future
Bhumi Pednekar has been quite vocal about environment-related issues. The actor feels a great deal of responsibility to speak out about the climate change crisis and changing realities, not only as a public figure, but also as a responsible global citizen. On Earth Day today, she is urging people to make more climate-positive choices.
She says, “We have seen so many climaterelated disasters in the last few years — from areas in South Africa being submerged to the pandemic and [unexpected] drought and famine [in unexpected places]. Climate change is the reason this is happening.” The Badhaai Do actor rues that “communities at large aren’t doing enough towards addressing the issue” and adds that “there has been a shift, but it is not enough”. She says, “We need stronger policies by corporations and the government to support the cause.”
The actor, who will plant a tree to mark the day, says “every step counts”. Ask her about the eco-conscious lifestyle and she informs, “I live a good life, but I try to reduce my carbon footprint as much as possible. I make as many conscious and responsible choices as I can.” She goes on to share that she opts for environment-friendly alternatives such as carrying her water bottle, refillable metal sipper and her own cutlery set. She is also committed to ditching single-use plastic bottles, plastic straws and paper plates.
For the 32-year-old, the responsibility to be vocal about the issue doesn’t come from a place of being someone with certain power. “It comes from a place of fear and a desire to protect my loved ones. I’m fortunate that I’m at a place where I have people listen to what I have to say, and that’s why I’m making the most of it,” concludes the actor, who is currently shooting for her next project in Manali. choices”. He has also decided to donate his fees from the campaign towards a cause.
This unusual move by a star, who stepped down from a brand to choose personal ethics over financial gains, is being greatly appreciated. Ad guru Prahlad Kakkar says, “With Akshay doing this, people will start looking closely at the brand they are associating with. This will definitely impact his brand image in a positive sense. Obviously, he was reminded of his promise to never endorse a gutkha brand, and he immediately stepped down. It is a good example.” Producer Pritish Nandy agrees, “Akshay has corrected himself after he made a mistake. That’s a great thing to do.”
Talking about the backlash, trade analyst Taran Adarsh says, “Fans will of course react when their favourite celeb does not behave in real life the way they think they should.” He adds, “It’s a welcome move by Akshay. It will certainly boost his image.”