Bollywood A-lister Alia Bhatt has recently stepped into the public service space, collaborating with the Narcotics Control Bureau (NCB) of the Chandigarh division for a crucial anti-drug campaign. The initiative, aimed at raising awareness about the dangers of substance abuse, is part of the larger mission for a #DrugsFreeBharat and a "Nasha Mukt Bharat" (Drug-Free India). However, the campaign has stirred up a storm of controversy, highlighting the complexities of celebrity endorsements in sensitive public matters.

A Plea for a Drug-Free India

In a video shared by the NCB, Alia Bhatt, a recognized face with a massive following, delivered a heartfelt message, urging citizens to say 'no' to drugs. She addressed the serious challenge of drug addiction and invited people to join the cause by taking an e-pledge. Her appeal was intended to leverage her influence to reach a wide audience, particularly the youth, who are often the target of such awareness campaigns. The collaboration was a strategic move by the NCB to tap into the power of popular culture and celebrities to amplify their message.

The Online Backlash and Its Aftermath

Despite the noble intentions, the video was met with swift and negative reactions online. The comments section on the NCB's post quickly filled with criticism, with users questioning the irony of a Bollywood actor being the face of an anti-drug campaign. The backlash was so immediate and intense that after just six critical comments, the NCB disabled the comments on the post. This action, while intended to quell the negativity, drew further attention to the controversy. Other posts on the NCB Chandigarh handle remained open for comments, which only underscored the specific targeting of the post featuring Alia.

Trolls and the Echo Chamber Effect

Undeterred by the disabled comments, online trolls shifted their focus to quote-tweets, where they continued to voice their dissent. Many of these criticisms were a direct attack on Bollywood as an industry, which has often been under scrutiny for its alleged links to drug use. Some of the comments even dragged in Alia's husband, actor Ranbir Kapoor, adding a personal and vindictive layer to the backlash. The reactions reflect a deeper public mistrust and skepticism towards the film industry's involvement in such serious social campaigns, especially given the past high-profile drug cases involving Bollywood personalities.

The incident highlights a significant challenge in modern public relations and celebrity endorsements. While a celebrity's reach can be a powerful tool for social good, it also exposes the campaign to a pre-existing narrative and public sentiment. For the NCB, the experience with Alia Bhatt's video demonstrates that a celebrity's public image, and that of the industry they belong to, can be a double-edged sword when it comes to sensitive social issues. The incident serves as a reminder that in the age of social media, public perception is a complex and often unpredictable force.
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