Boman Irani on brand associations and social responsibility


NDTV: Joining us on the show today is an actor who is not known to be associated with just any and every brand. Boman, tell us when you choose to associate yourself with a brand or a campaign what is it that you look for?

Boman Irani: I think more often a brand or a campaign or causes chooses me. There are a couple of causes that I choose on my own like there is the Don Bosco shelter for street children -and I always advocate people being a little kind to animals. This campaign however means a lot to me because I've witnessed a lot of domestic violence in my youth. It's a beautiful campaign that they've come up with - they have not just pin pointed the problem and told us what we already know but the triumph of the campaign is that they have given us a simple and easy to do solution and effective for the problem.
I am only too happy to be standing in front of the camera to talk about any issue or any cause that this country or our society should address and I hope I can find the time to address all the issues. I never say no provided I have the time and today was a free afternoon. If I can go out there spend an afternoon doing commercials selling shoes, soaps, watches- I can spend that time selling another concept that is to improve the same society that we want to wear that watch in.

NDTV: This campaign is also different because the issue is usually associated with women and they have chosen a male brand ambassador to represent this cause.

Boman Irani: I think it's a wonderful idea. I don't understand why they shouldn't choose a male brand ambassador. Why should it be a woman's problem. In fact it is a man's problem- if a man is beating up a woman it is a man’s problem. He is the one who should be doing something about the darker sex. I think it's a great idea; I think if I'm in a position to sell detergent then I'm in a position to sell this idea to the men of the world who do not know how to live in society. We must do something about it because bullies are the easiest to lick like you know- so they should know that. Let the society know that there is a very simple way to beat the problem. You can't beat him up because then we are doing exactly what we are not supposed to be doing. The campaign brings out the solution effectively and kudos for that goes to O&M!

NDTV: As a film and theatre personality what did you think of the TV and radio spots?

Boman Irani: I don't know if you saw them but I think that not only do they tell you the problem but they’ve given you a beautiful- like a Munnabhai message like people send flowers to Lucky to get well soon and let them know in a non violent way what they felt and embarrass the other person. So bell bajao is like that- bell bajaya doodh manga. So he knows that he knows and it works. I’m so proud to be a part of this campaign. One is always proud of being part of hit films and campaigns that sell a product- so I'm proud of this because I know it will hit the bull's eye because you cannot be a part of a society that gives you so much and not be aware of what's happening around you. Your life improves due to that.

NDTV: A lot of corporate brands today like Idea are associating themselves with social causes; do you see that as a good thing?

Boman Irani: I don't think there's anything wrong with it. It’s great if they can use their brand and what they stand for- for of course they are using to sell phones, but if alongside that they use it to cause some awareness, it's great.