"There has been a veritable PR blizzard with celebs out-doing each other in saying they are supportive of relief efforts. So we decided to dispassionately examine the reality and the quality of the giving", said Dr Sandeep Goyal, Chief Mentor, Indian Institute of Human Brands.
Music distribution giant T-Series
owner Bhushan Kumar got 9.0 rating for contributing Rs 11 crore to PM-CARES fund and Rs 1 crore to Maharashtra CM Relief Fund. The index also takes into account the efforts made by celebrities, other than writing large cheques. In this regard, young star Kartik Aryan got 8.0 rating. He was among the first celebrities to put out a video on social media to spread awareness about the coronavirus
pandemic and urged his fans to practice social distancing. He also donated Rs 1 crore to PM-CARES.
Designer Sabyasachi scored 8.0 rating. Vicky Kaushal earned 7.5 ratings for his Rs. 1 crore Covid-19 contribution. Cricketers like Suresh Raina, Rohit Sharma, Sourav Ganguly, too, were rated well on the index. So were celebrities like Lata Mangeshkar, Sachin Tendulkar, Salman Khan, Hema Malini, to name a few.
Coming to the ones who did not perform well on the index. Virat Kohli
and Anushka Sharma, and Deepika Padukone and Ranveer Singh scored a near-zero as their announcements said nothing about charity. MS Dhoni made a paltry contribution of Rs 1 lakh and PV Sindhu contributed a check of Rs 11 lakh, resulting in poor rating on the index. Celebs like Aamir Khan, Alia Bhatt, Sara, Kriti Sanon, Kiara Advani, scored lowly on the index.
"Our biggest point of debate, discussion and disagreement has been about well-orchestrated PR announcements by various stars which were many times non-specific on actual financial details. There was much fanfare about saying ‘I am donating’ (hence I need to be counted) but the amount was invariably shrouded in mystery. The panel was divided on whether celebrities are entitled to privacy on this issue. But the majority view was that if celebs can go to town on even the tiniest of personal issues like haircuts and food on their table, then why do they need to be secretive about how much they have given to charity, especially if the donations are going to a public fund. The world over, including Hollywood, meaningful contributions have all been quantified,” says Dr Goyal. “PR announcements about charity without disclosing actual amounts given out are liking firing blanks … a lot of noise, no real substance. But then the choice is of the individual celebrity”.
IIHB will soon be releasing its TIARA Report that analyses over 180 celebrities from Bollywood, cricket, sports, and television. In the report, each celebrity is analysed over 64 attributes and 100+ data points.