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Alia Bhatt Backlash Over NCB Anti-Drug Campaign, Sparks Debate on Celebrity Activism.

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Alia Bhatt is a leading Indian actress and acknowledged for her diverse and powerful acting. Alia Bhatt's recent association with the Narcotics Control Bureau (NCB) in Chandigarh realized a social media backlash unimaginable by any public relations department.

The anti-drug awareness campaign wanted to launch in January 2025, hoping her celebrity status would attract young people. The campaign had serious challenges when the enormous backlash against Bhatt and other celebrity spokespersons sparked a lively debate regarding celebrity ambassadors working for causes and sensitive social issues.

The Aims & Delivery of the Campaign

The Bhatt/NCB Chandigarh public awareness campaign intended to raise awareness amongst youth on the dangers of substance misuse and abuse through providing online information, visiting schools, and producing television and social media public service announcements. Based on official accounts provided, the campaign was developed for regions that were reported to be experiencing increased drug use and abuse particularly in Punjab and Chandigarh. The campaign was expected to utilize Bhatt's base of 100 million plus followers on Instagram. Elements of the campaign included face video testimonials provided by Bhatt, in-person lectures to students, and partnership with

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Key Reasons for Backlash: Why the Controversy?

Critics claimed Bhatt’s association with the NCB, a federal law enforcement body, scarred the credibility of the campaign. Numerous people on social media tied the NCB's controversial past to its claims of biased investigations and searches only on selected celebrities associated with drug video issues. 

HypocrisyUnplugged and AliaNCBbacklash were trending on Twitter, as dissenters accused the actress of legitimizing a controversial institution. Other critics questioned her expertise in discussing complex issues, such as addiction, arguing that the campaign trivialized a socio-medical issue into a public moral lecture.

Public and Professional Reactions

In addition, the mental health and social work community had mixed reactions. Mumbai-based psychologist Dr. Ananya Sharma said, "Celebrity endorsement can boost messages but must be anchored in factual distortion and nuanced meaning." Some supporters complimented Bhatt for discovering an opportunity to speak out during the pandemic. 

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The NCB released a statement restating its position and defending the partnership, indicating, "it is necessary to go to a mass audience." The discussion highlights broader concerns regarding public consent in relation to the increasing skepticism surrounding celebrity activism.

Some People's reactions after Anti-drugs campaign video -(source: msn.com) 

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Results of Celebrity Based Campaigns

This controversial discussion is indicative of a broader social trend in which audiences question the fit of the celebrity's brand compared to the cause that they are advocating. In 2025, again we saw more celebrities in a similar predicament and discourse around authenticity as opposed to influence are now commonplace in the sector. The pushback also served to re-emphasize the challenges public agents encounter when attempting to leverage celebrity endorsements for social causes.

After Anti-drug campaign video Alia bhatt troll with negative comments- (source: msn.com)

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Celebrity Activism and the Lessons Learned From the Credibility Crisis and Strategic Communications

Alia Bhatt's anti-drug campaign with NCB Chandigarh has emerged as a reference point for discussions around celebrity activism and institutional authority; while the campaign planned to use celebrity capital to affect real social change, this will now require an understanding of strategic knowledge and recognition when potentially being used as activist or advocacy professionals. Public figures wield a certain amount of attention and awareness that can be beneficial, but for establishing trust, informed messaging and authenticity will always be necessary.