Sourav Ganguly, the pride of Kolkata and a former Indian Test cricket captain, played a pivotal role in rebuilding Indian cricket from the abyss of 2000 to what it is today. This post is not about cricket but about the cooking oil he endorsed, his mild heart attack, and the social media trolling that followed.

It was unfortunate that our idol suffered a heart attack. Thankfully, as many of us prayed, he recovered quickly after undergoing angioplasty. The moment the news broke, people recalled the product he endorsed—Fortune refined rice bran oil, marketed by Adani Wilmar and advertised by Ogilvy and Mather as a heart-healthy oil. The immediate question was: why did a top-level sportsperson like Ganguly, just 48 years old, suffer a heart attack despite using a supposedly heart-friendly oil?

At one level, it’s unfair to target either Ganguly or Fortune for his health condition. The brand claims that the oil supports heart health, not that it guarantees immunity from heart attacks regardless of lifestyle or genetics. Ganguly, despite leading a disciplined life, still suffered a heart attack. I promote coconut oil for cooking and hair, but I am bald and not necessarily the healthiest person myself. That doesn't make coconut oil or the Cocoguru brand responsible for it. But thinking fairly and rationally is not always how things work in the emotional and exaggerated world of advertising.

Should Sourav Ganguly endorse the product?

Sourav Ganguly has earned his fame through years of dedication to cricket. As a national celebrity, it is reasonable for him to monetise his popularity through endorsements. However, questions arise about the responsibility of endorsing a product. Ideally, he should use the product himself and conduct due diligence before promoting it. Commentators like Harsha Bhogle are known for vetting the brands they associate with. Cricketers like Hashim Amla have even refused to display sponsor logos that go against their principles. While financial incentives and a limited window of popularity often drive endorsements, personal accountability should not be overlooked.

Should the brand have selected Ganguly for the campaign?

The campaign's theme was about staying healthy after 40, and Ganguly was a fitting choice—he is a widely respected icon for that generation. However, the brand and its advertising agency should have ensured that Ganguly genuinely used the product and that the product truly supports heart health. A lasting brand-endorser relationship must be built on mutual trust and alignment.

The risk of using a celebrity for brand endorsements

No one could have predicted Ganguly’s heart attack, so the brand cannot be blamed for that. However, celebrity endorsements always carry a risk. In the past, celebrities like Aamir Khan, Deepika Padukone, and Swara Bhasker have faced backlash for expressing political views, leading to boycotts of brands they promoted. Celebrities are human and have every right to express opinions, but brands must be aware that public perception can change instantly. While celebrity endorsements bring quick attention and reach, they are a double-edged sword.

Is there logic in promoting refined oils as healthy?

Refined oils are affordable, giving brands the ability to reach mass markets and fund large marketing campaigns. They may be free from impurities like free fatty acids, foul odour, excess colour, solid particles, and moisture. But why did the oil have such impurities in the first place? Because the raw materials were of inferior quality. Refining simply makes substandard oils consumable.

In contrast, cold-pressed, filtered, or crude oils are extracted from premium-quality oil seeds and are ready for consumption without refining. These oils are healthier, but more expensive, and the producers often lack the marketing muscle to reach the masses. Most consumers cannot afford these high-quality oils and instead fall for flashy advertisements—especially when a familiar celebrity face is attached.