Celebrity Endorsements & Influence | The Hindu

by Sofia Alvarez

Celebrity worship in India transcends mere fandom; it’s a nationwide phenomenon rivaling organized religion in its devotion. These modern icons boast sculpted physiques, lucrative endorsements, and publicists managing their online personas. This isn’t simple admiration—it’s akin to bhakti, a deep and unwavering faith. It’s often easier to idealize someone from a distance than to grapple with the complexities of everyday life.

The Allure of Escapism in a Complex World

Why do Indians often elevate celebrities to near-divine status, and what does this say about societal pressures?

The obsession takes root early, with posters adorning walls, birthdays coinciding with film releases, and profile pictures changing to reflect the latest celebrity trend. Fans don’t just cheer; they fiercely defend their idols, speaking of them as if personally responsible for their well-being. “Sir wouldn’t do that,” a fan might declare, oblivious to the fact that “Sir” is likely enjoying a vacation in Ibiza, possibly struggling to recall his last film.

The Price of Criticism

Criticize a beloved star at your own peril. Fans will rise to the defense, fueled by a righteous indignation. They’ll champion their idol’s honor as if protecting a family member. “You don’t KNOW what she’s been through!” they’ll retort, conveniently ignoring the fact that she recently purchased a villa in Dubai and launched a successful skincare line.

Sometimes, devotion spirals into the extraordinary. Temples are constructed, life-sized cutouts are bathed in milk, and chants echo with the expectation of miracles. These idols often deliver—through gravity-defying stunts or on-screen feats of heroism. Children are named after stars, and fans fast on release days. There are reports of people weeping at trailers, fainting at public appearances, and experiencing profound grief when their idol retires or marries.

The Privilege of Star Kids

Then there are the children of celebrities, who generate headlines with every step. A simple shoe purchase becomes breaking news, and a casual greeting to the paparazzi can lift the nation’s spirits. Meanwhile, someone who has earned three degrees and diligently paid their bills might find their social media posts ignored.

Cricket: A Shared National Passion

Cricket fans are no less fervent. The sport serves as a collective emotional touchstone. A single over can transform a player into a deity. A dropped catch invites national outrage, while a century ignites celebrations, with diyas lit and mantras chanted. A sixer in an India-Pakistan match can instantly elevate a player to the status of Kapil Dev, Sachin Tendulkar, and Hanuman combined. Some fans even fast during India-Pakistan matches, demonstrating a consistency rarely seen in the national cricket team’s batting order.

Adults will drag children along, hoping for a fleeting glimpse of someone who won’t even acknowledge their presence. Do they expect Dhoni to offer career counseling? Or Amitabh Bachchan to hand out pocket money? Stampedes, screams, and fainting spells—all for a momentary encounter with a mortal human being, shielded by sunglasses and offering a vague wave. Long before Instagram showcased celebrity cappuccinos, people lit lamps before photos of superstars, and one individual tragically took their own life following an actor’s death. When Shahrukh Khan waves from his balcony, grown adults weep as if receiving a papal blessing.

What’s the payoff? Even a brief encounter yields little more than a smile and, perhaps, a selfie. The celebrity then jets off to the Maldives, while the fan endlessly brags about those two seconds of eye contact on WhatsApp. Celebrities are, ultimately, just people—flawed, filtered, and often disconnected from reality. Yet, we treat them as extensions of our own families, albeit more successful, wealthier, and impeccably moisturized.

Perhaps this inclination is hardwired into our DNA—a desire to elevate someone to a pedestal, to surrender to charisma, to believe in magic, even when it’s manufactured in a vanity van. Or maybe it’s simply boredom. Real life rarely offers sufficient drama, and watching someone else live a larger-than-life existence provides a temporary escape from the mundane realities of work and taxes.

  • Celebrity worship in India is often compared to religious devotion.
  • Fans frequently defend their idols as if they were family members.
  • The obsession extends to the children of celebrities, who are constantly in the spotlight.

Published – July 13, 2025 02:21

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