The Campaign: Message, Outreach and Alia’s Role
For the campaign’s digital arm, Alia Bhatt appeared in a widely shared video message. In her address, she called drug addiction a “serious threat” to society and the nation, urging her followers and the public to say “yes to life and no to drugs.” She invited citizens to join the NCB’s movement by taking an e-pledge against drugs, accessible through a provided link or QR code. Her appeal was timed to coincide with India’s Independence Day celebrations, emphasizing personal and collective responsibility.
The campaign reached millions, combining on-ground events—such as school awareness programs and public street plays—with mass messaging via radio, SMS, and social media. Alia’s involvement lent the drive tremendous visibility, earning over 1.1 million views on social media within days of launch.
Social Media Backlash and Public Debate
While Alia’s intentions were applauded by some, the campaign quickly became a trending topic for another reason: an online backlash. Several social media users questioned her selection as the campaign’s face, referencing past controversies involving Bollywood and alleged drug scandals. Many netizens suggested that celebrities should address such issues within their own fraternity first.
Due to a flood of mean and critical comments, especially on the NCB’s Chandigarh social media accounts, authorities eventually disabled comment sections on relevant posts. Despite this, the campaign continued to trend, with internet users discussing celebrity ambassadorship and the real-world impact of such initiatives.
What Was Alia’s Message?
In her video, Alia Bhatt said: “Namaskar Saathiyo, main hu Alia Bhatt. Today I want to talk to you about a very serious issue of drug addiction and how it's becoming a threat to our lives, society, and nation. I support the Narcotics Control Bureau in this special campaign against drugs. Say yes to life and no to drugs. Aap niche diye gaye link par jaa karke ya QR code ko scan karke drugs ke khilaf E-Pledge le sakte hai aur NCB ke saath zarur jut sakte hai. Jai Hind.”
Campaign Highlights: Impact and Critique
Massive digital outreach thanks to Alia Bhatt’s star power and the timing with Independence Day.
Controversy over representation, reflecting public skepticism about Bollywood’s role in drug awareness efforts.
NCB’s decision to stay the course, focusing on the core message: community action for a drug-free India.
Conclusion
Alia Bhatt’s association with NCB’s anti-drugs initiative reflects a growing trend of Indian celebrities joining social causes. Her campaign underscores ongoing efforts to fight drug abuse, while also highlighting the complex relationship between celebrity culture and public health messaging in India today.
