A well-intentioned public service announcement featuring one of Bollywood’s biggest stars has backfired spectacularly, exposing the volatile nature of public perception and the challenges of using celebrities for government messaging. The Narcotics Control Bureau’s (NCB) Chandigarh division was forced to disable comments on a social media post featuring Alia Bhatt after it was inundated with negative and “mean” reactions, as reported by Hindustan Times on August 20, 2025.

The video, which garnered over 1.1 million views, shows Alia Bhatt making a heartfelt appeal. “Hello friends, I am Alia Bhatt. Today I want to talk about a very serious issue of drug addiction and how it’s becoming a threat to our life, society, and nation,” she states, urging viewers to take an e-pledge for a #DrugsFreeBharat.

Why Did the NCB Choose Alia Bhatt?

The selection of a top-tier Bollywood actor like Alia Bhatt for a national anti-drug campaign is a classic strategy to leverage massive celebrity reach for a critical social cause. The NCB’s goal was clear: utilize her immense popularity, especially among the youth, to amplify their message of a #NashaMuktBharat (Drug-Free India). The metrics suggest partial success—the video achieved significant virality with over 680 reposts, ensuring the message was seen by a vast audience. However, the strategy failed to account for the court of public opinion, where a celebrity’s perceived credibility is just as important as their follower count.

How Did the Public React to the Campaign?

The public reaction was swift and overwhelmingly critical, transforming a awareness drive into a public relations dilemma. Despite the video’s high view count, the comment section quickly became a hub for backlash. Critics questioned the irony of a Bollywood personality, an industry often scrutinized for alleged drug use, fronting such a campaign. Many comments indirectly referenced her husband, actor Ranbir Kapoor, who has been the subject of past drug-related rumors, though never convicted. This perception gap between the campaign’s intent and the public’s reception proved too wide to bridge, leading the NCB to take the rare step of disabling comments to control the narrative.

The trolling extended beyond the original post, with users employing the “quote-tweet” function to voice their cynicism. One user sarcastically noted, “Bollywood spreading drug awareness,” while others dismissed the e-pledge concept as ineffective, with one comment asking, “If someone offers me drugs, I am not going to be like but I promised Alia Bhatt.”

The incident raises complex questions about the effectiveness of celebrity endorsements for sensitive governmental initiatives. While star power guarantees eyeballs, it does not guarantee trust, and any perceived hypocrisy can instantly undermine the message. The NCB’s attempt to silence the dissent by turning off comments highlights the difficult balance authorities must strike between promoting a vital cause and managing a skeptical digital populace.

Ultimately, the campaign’s mixed results—high engagement paired with severe backlash—serve as a modern case study. It demonstrates that in today’s hyper-critical online world, a spokesperson’s influence is not just measured by their fame but by their uncontested authority and alignment with the cause they champion.

Must Know

Why was Alia Bhatt trolled for the NCB video?
Alia Bhatt was trolled because many social media users found it ironic that a Bollywood star was advocating against drugs. Critics pointed to the industry’s historical association with drug controversies and specifically referenced unverified rumors about her family, leading to a perception of hypocrisy.

What did Alia Bhatt say in the NCB video?
In the video, Alia Bhatt identified the serious threat of drug addiction to individuals and society. She asked the public to support the NCB’s mission, say no to drugs, and take an official e-pledge by visiting a provided link or scanning a QR code.

Did the NCB delete the post with Alia Bhatt?
No, the NCB did not delete the post. As of the latest reports, the post remains live on their social media feed. However, the agency did disable the comments section due to the overwhelming negative and mean-spirited reactions it received.

Has Bollywood been involved with the NCB before?
Yes, the NCB has had several high-profile interactions with the Bollywood film industry in recent years, primarily through its investigations into alleged drug use among certain actors and party circles, which has created a complex relationship between the agency and the entertainment community.

What is the ‘DrugsFreeBharat’ campaign?
The #DrugsFreeBharat or #NashaMuktBharat campaign is a nationwide initiative led by the Narcotics Control Bureau to eradicate drug abuse and illicit trafficking in India. It encourages citizens to take pledges, report activities, and participate in awareness programs.

Who is Alia Bhatt married to?
Alia Bhatt is married to fellow Bollywood actor Ranbir Kapoor. The online trolling of her NCB video included indirect references to him, alluding to past and unsubstantiated rumors.