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The reason why Mammootty may refuse Rs 20 million

George Iype in Kochi | March 26, 2004 12:27 IST

Communism and Coca Cola do not mix well, Malayalam superstar Mammootty has just learnt.

The actor has been involved in a Coca Cola controversy after he signed a Rs 2 crore (Rs 20 million) advertising deal with the soft drinks giant.

The superstar has now been forced to rethink his decision to become the Coke brand ambassador in south India after scores of activists backed by Communist parties have lambasted him.

Reason: Mammootty, a Left sympathiser, is also chairman of the Communist Party of India Marxist-backed Kairali television channel.

CPIM leaders have argued it is highly unethical and improper for Mammootty to accept the Coke offer. The company has been caught in a major legal battle in Kerala over the overexploitation of groundwater resources in the state's Plachimada village, for over a year now.

The village council alleges that the Coke plant has been depleting groundwater leading to drying up of water in wells, ponds and canals.

Early this month, Coca Cola had to shut down its factory on a government order because of the severe drought and water scarcity that has hit Plachimada and surrounding villages.

But Mammootty says he negotiated the Coke offer to make him the southern brand ambassador because the product has not been prohibited and 'it is, after all, a good drink'.

However, forced by the increasing resentment against the Communists against the superstar's brand deal with the Coke, it is likely that Mammootty will give up the Rs 2-crore offer.

"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," the actor told reporters.

He said he did not think there would be an image problem because he heads the CPIM-based Kairali TV. "There is no bar on the channel accepting Coke advertisements," the actor added.

But CPIM leaders believe Mammootty would not finally accept the brand deal. "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," senior CPIM leader V S Achuthanandan told rediff.com.

Leaders like Achuthanandan fear that luring a superstar like Mammootty into the Coke contract is a clever way by the American multinational to fight the negative publicity the Cola giant has been getting in Kerala in the past few years.

"It will affect our party's image if Mammootty takes up the Coke contract. We will not allow him to do that," a CPIM legislator pointed out.

With the Communist leaders all out to plug the Coke contract, it is unlikely that Mammootty would now go ahead with the brand deal.


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Number of User Comments: 19




Sub: Coke and politics

The real issue is over exploitation of ground water and the sufferings of the village people. It is not just Communist party's issue. So please ...


Posted by M Menon





Sub: Mammooty and Coke

This is rediculous. Politics seems to be poking its nose everywhere. Would Kairali refuse Ads of COKE in its telecast?. If so, how PEPSI or ...


Posted by Ashok Kumar





Sub: thanks mammootty

Mammootty has demonstrated a wonderful example by not accepting the offer. it is high time that we understand how these MNC,s exploit us.


Posted by george Mathew





Sub: Coke Brans ambassedor

Mammootty has to go ahead with signing the contract of South Indian Ambassedor with Coke - cola. The decision has to be taken by Mr. ...


Posted by Vivek





Sub: mammotty - coke issue

there is nothing wrong if aamir khan can do for coke and sachin for pepsi wht shouldnt he be allowed to do this is his ...


Posted by unnikrishnan




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