Mammootty, Coca-Cola and VS Achuthanandan – The storied standoff of early 2000s

In the early 2000s, Malayalam megastar Mammootty was offered a lucrative endorsement deal by Coca-Cola to become the brand’s ambassador in South India — a move that initially seemed routine, considering the long list of Indian celebrities associated with soft drink brands. However, the timing of the endorsement quickly sparked backlash, particularly in Kerala, where Coca-Cola was facing intense public opposition over its bottling plant in Plachimada, Palakkad district.

The controversy stemmed from serious environmental concerns, as activists and locals accused the Coca-Cola plant of depleting groundwater and polluting local water sources, triggering a drought-like situation. The agitation was led by various environmental groups and strongly backed by the Communist Party of India (Marxist), especially its senior leader and then-Leader of the Opposition, VS Achuthanandan.

At the heart of the conflict was Mammootty’s position as chairman of Malayalam Communications Ltd, which runs CPM-backed channels like Kairali TV. Given the party’s active role in the anti-Coca-Cola protests, Mammootty’s endorsement deal with the company was seen as contradictory and drew sharp criticism from CPM leaders and supporters. VS Achuthanandan even issued a stern ultimatum, stating that Mammootty must choose between being Coca-Cola's brand ambassador or continuing as party channel’s chairman.

In response, Mammootty initially defended his decision, arguing that Coca-Cola was not a banned product and promising to seek assurances from the company about responsible water use. However, amid growing pressure and VS Achuthanandan’s firm stance on the issue, Mammootty eventually backed out of the deal. The incident underscored the political and ethical challenges celebrities can face while navigating endorsements, especially when aligned with parties or causes rooted in public welfare. The Plachimada plant was later permanently shut down, marking a major victory for the protestors and environmental activists.