A verse in the Bhagavadgita conveys the message that has stood the test of time and more relevant in present times. People at large implicitly follow, read, copy whatever persons of virtue (shresta) say or do. The era of society recognising and respecting such persons seems to have ended. In their place, the country in particular and the world in general, VIPs (very important persons), mostly aided by the media glare, have their fan following by millions. The way they attire themselves, their preferences for the consumer goods, specially the so-called fast moving products, including packaged foods, dubbed as junk in some circles, cars they patronise, movies they view, bottled water they drink, kitchen equipment they use and so on are taken for granted by the masses as the best the world can offer.
Actors and actresses donning captivating roles in movies, particularly those that have witnessed box office record in revenue top the list of VIPs, closely followed by sportspersons achieving heroic deeds bringing glory to themselves and the nation. They have donned the role of brand ambassadors for the products by virtue of endorsing their purchase by the consuming public.
The power of filmdom’s heroes and heroines as endorsers seems to be rising given the unbelievable amounts they are paid, which is common knowledge. The cost in astronomical proportions that the manufacturers incur to capture the minds of their captive patrons of products has proved to be an investment with guaranteed returns. As far as sportspersons, more the runs cricketers score, more the wickets they scalp, more the medals they bring home, more the endorsement fee they command.
