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Alia Bhatt's drug-related video triggers criticism; National Control Bureau (NCB) disables comment section

Dig into the controversy surrounding Alia Bhatt's anti-drugs video with NCB, as comments were disabled, reigniting debates over the effectiveness and ethics of celebrity-led campaigns in the digital age of the past ten years.

,   and  ASMedia
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Anti-Drug Video by Alia Bhatt Leads to User Criticism, NCB Turns Off Comment Section
Anti-Drug Video by Alia Bhatt Leads to User Criticism, NCB Turns Off Comment Section

The Narcotics Control Bureau (NCB) stirred up a storm last week with their latest anti-drug campaign video featuring Bollywood actress Alia Bhatt. The video, shared on the NCB's Twitter handle, aimed to encourage people to avoid drug use and support the agency's efforts.

However, the video's reception was far from what the NCB had anticipated. The initial analytics showed the video had impressive viewership, with over 680 re-shares and 1.1 million views. Yet, engagement metrics indicated a different story.

The comments were primarily cynical observations and expressions of harsh dislike for Alia Bhatt, not the anti-drug message. The video was criticized for oversimplifying complex issues and potentially promoting irresponsible behavior by focusing too much on alcohol consumption. Some viewers felt that the campaign was more about promoting celebrities than addressing the serious issue of drug abuse.

The large number of personal attacks and hateful comments forced the NCB to disable comments on the post. This action was categorized as damage control, as rolling back public engagement was felt extreme to cover up a worsening campaign.

Despite the controversy, the NCB remains firm in their partnership with Alia Bhatt for their national awareness campaign for 2025. Alia Bhatt was identified as a partner for the campaign, marking her commitment to the cause.

This incident serves as a reminder for organisations to approach public campaigns with caution, ensuring they address complex issues in a nuanced and responsible manner. It also underscores the power of social media, where public opinion can swiftly shift and have a significant impact on campaigns.

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