Malayalam superstar Mammootty once found himself in a high-profile controversy after signing a lucrative deal with Coca-Cola, which led to an ultimatum from then-Leader of the Opposition VS Achuthanandan.
The Big Deal That Caused a Stir
In the early 2000s, like many other Indian celebrities, Mammootty was approached by Coca-Cola to become its brand ambassador for South India. The deal was reportedly worth Rs 2 crore, a substantial sum that the megastar initially accepted.
However, this decision quickly sparked a major controversy. Coca-Cola was embroiled in a significant legal battle over its plant in Plachimada, Palakkad, facing accusations of depleting local groundwater resources.
A Conflict of Loyalties
Mammootty had a crucial connection to the ongoing struggle: he was the chairman of Malayalam Communications Ltd, which operates channels like Kairali TV. These channels are backed by the Communist Party of India (Marxist), or CPI-M.
The CPI-M, and its prominent leader VS Achuthanandan, were at the forefront of the anti-Coca-Cola plant movement in Kerala. This created an immediate conflict between Mammootty’s business endorsement and his organizational role.
Initial Defense and Public Outcry
As activists and CPI-M members heavily criticized his move, Mammootty initially defended his decision. He pointed out that the product was not banned and claimed it was “a good drink.”
He reportedly stated he would seek guarantees from Coca-Cola to ensure they wouldn’t over-exploit groundwater or would find alternative sources. He also noted that Kairali Channel had no bar on accepting Coca-Cola advertisements.
Achuthanandan’s Uncompromising Stance
The situation escalated when VS Achuthanandan, known for his firm positions on public welfare and environmental issues, intervened. He made the party’s stance unequivocally clear.
Achuthanandan reportedly stated, “He can’t do both. Either Mammootty can continue as the chairman of Kairali, or he can become the ambassador of Coca-Cola.” He emphasized that companies like Coca-Cola had left villages dry.
The Swift Backtrack and Resolution
Faced with this direct ultimatum from the influential CPI-M strongman, Mammootty quickly reversed his decision. Recognizing the gravity of Achuthanandan’s position and the widespread public sentiment, withdrawing from the deal was the only viable path.
The controversy eventually contributed to the permanent closure of the Coca-Cola plant in Plachimada, marking a significant victory for the environmental movement in Kerala.
- Mammootty initially signed a Rs 2 crore deal to endorse Coca-Cola.
- The deal caused a conflict due to his role as chairman of Kairali TV, which is backed by the CPI-M.
- The CPI-M, led by VS Achuthanandan, was actively protesting Coca-Cola’s plant in Plachimada over water depletion.
- VS Achuthanandan issued an ultimatum, forcing Mammootty to choose between his endorsement and his position with Kairali.
- Mammootty withdrew from the Coca-Cola deal, and the Plachimada plant was eventually closed.
This incident highlighted the powerful influence of public figures and political leaders in shaping corporate responsibility and environmental outcomes in India.
