If you’ve been online recently, you’ve likely seen it: Bollywood star Alia Bhatt, with a solemn expression, directly addressing the camera in a public service video about the dangers of drug abuse. The video, part of an awareness campaign, seemed like a straightforward positive message. But the internet had a very different, and very loud, reaction. The response was so intense that the government agency that posted it, the Narcotics Control Bureau (NCB), took the unusual step of shutting down the comments section entirely. So what happened? The story is less about the message itself and more about the messy, complicated relationship between celebrities, their audience, and public trust.
What Is The “FAD” Campaign Video?
The video in question is part of the NCB’s “Nasha Mukt Bharat Abhiyan” (Drug-Free India Campaign) and its “FAD” (Face Against Drugs) initiative. In the short clip, Alia Bhatt speaks clearly and earnestly.
“Hi, I am Alia Bhatt,” she begins. “Drug abuse is more than just a personal tragedy; it is a public health issue and a societal problem. It destroys lives, fractures families, and damages the fabric of our society. Say no to drugs and yes to life. Join the movement for a drug-free India.”
On the surface, it’s a standard, well-produced PSA. The goal, like many before it, is to use a influential figure’s reach to disseminate a critical social message to a younger audience.
The Wave of Backlash and Criticism
Almost immediately after the video was posted on the NCB’s official social media channels, the comments section flooded with negative reactions. The criticism wasn’t aimed at the anti-drugs message itself, but squarely at the messenger and the agency behind it.
Why did Alia Bhatt’s anti-drugs video face backlash? The reasons from commenters were multifaceted:
- Perceived Hypocrisy and Selective Targeting: A significant portion of the backlash pointed to the ongoing drug probe linked to the 2021 death of actor Sushant Singh Rajput. During this investigation, many young Bollywood celebrities, including Alia’s now-husband Ranbir Kapoor, were questioned by the NCB. Critics online questioned her moral authority to speak on the topic, asking why she was chosen as an ambassador when her own industry circle had been under the agency’s scanner. The sentiment was summed up by users asking, “Why her?” and calling it “tone-deaf.”
- Distrust of the NCB: The agency itself faced criticism. Many comments accused the NCB of using a celebrity’s appeal to launder its own image after what some perceived as a chaotic and media-focused investigation period. The move was seen by skeptics as a public relations tactic rather than a genuine awareness effort.
- The “Classic Bollywood” Problem: This incident highlights a recurring issue for celebrities engaging in activism or PSAs. Their immense privilege and often-insulated lives can make their advocacy seem out of touch to the average person, leading to accusations of hollow performance rather than sincere concern.
The NCB’s Response: Shutting Down the Comments
Faced with this torrent of critical and often inflammatory comments, the NCB made a decisive move: they disabled the comments on the video posts across platforms.
An NCB official later clarified their stance to news outlets, including The Times of India, stating that the comments section was being misused with “unrelated and baseless” remarks. They emphasized that the focus should remain on the campaign’s core message—fighting drug abuse—and not on diverting controversies. They stood by their choice of Bhatt as an ambassador, citing her widespread popularity and influence.
This action, however, only added fuel to the fire. For many, shutting down comments was seen as an attempt to silence dissent and avoid addressing legitimate public questions about the agency’s selection process and past actions.
The Bigger Picture: Celebrities, Messaging, and Public Trust
This incident is a textbook case of how a well-intentioned campaign can go awry if the context isn’t carefully considered. It raises important questions:
- How should government agencies choose their ambassadors? Is sheer reach enough, or does the ambassador need a long-standing, credible history with the specific issue?
- Can a celebrity’s popularity ever be separated from their personal controversies? For the public, a celebrity is not a blank slate; they are the sum of their roles, their personal lives, and the news headlines associated with them.
- What is the best way to handle online backlash? Shutting down comments often backfires, creating the impression that an organization is unwilling to engage with criticism or be transparent.
Effective public service messaging requires not just a famous face, but a narrative of authenticity that the public is willing to buy into. When that trust is absent, the message, no matter how important, gets lost in the noise.
Frequently Asked Questions (FAQ)
Q1: What was Alia Bhatt’s role in the NCB video?
Alia Bhatt was featured as an ambassador for the NCB’s “Face Against Drugs” (FAD) initiative, which is part of the larger “Nasha Mukt Bharat Abhiyan” (Drug-Free India Campaign). She recorded a PSA urging viewers, particularly youth, to say no to drugs.
Q2: Why are people criticizing the video?
The primary criticism is not about the anti-drug message itself, but about the choice of Alia Bhatt as the messenger. Critics cite the NCB’s previous investigation into drug use in Bollywood, which involved people in her social and professional circle, as a reason she lacks the credibility to speak on the issue for the agency.
Q3: Why did the NCB disable comments?
The NCB stated that the comments section on their social media posts was being flooded with “unrelated and baseless” remarks that were diverting attention from the core anti-drug abuse message of the campaign. They disabled comments to keep the focus on the issue.
Q4: Has Alia Bhatt responded to the backlash?
As of the latest updates, Alia Bhatt has not made any public statement addressing the specific backlash to this NCB video.
Q5: What is the ‘FAD’ campaign?
“FAD” stands for “Face Against Drugs.” It is an awareness program run by the Narcotics Control Bureau (NCB) that enlists influential public figures to spread awareness about the dangers of substance abuse and promote a drug-free lifestyle.
Conclusion
The controversy surrounding Alia Bhatt’s anti-drugs PSA is more than just another Bollywood gossip story. It’s a fascinating look at the court of public opinion and how credibility is built and lost. It shows that in the digital age, a message is never just its words; it’s also the messenger, the sender, and the complicated history they all share. The NCB’s goal of a drug-free India is undoubtedly important. But this episode proves that to effectively champion a cause, you need more than a script and a famous face—you need a foundation of trust. And that’s something no agency can simply mandate.
What do you think? Is the criticism of the video justified, or does the importance of the message outweigh the controversy surrounding the messenger? Let us know your thoughts on responsible celebrity advocacy.