Hollywood gets Indian karma

As Hollywood stars take up causes in India, who does it really help, asks Kalpana Sharma...
Hollywood celeb sightings are becoming common in Indian media. No, we are not talking about their film shoots, but their lobbying for social causes as goodwill ambassadors.
Hollywood actor Richard Gere started the trend of Hollywood celebrities coming to India by spreading awareness about AIDS and there has been no looking back since. Meg Ryan came to India for CARE, Lucy Lui made a documentary on human trafficking, Hilary Swank visited for child development, Lindsay Lohan shot for a documentary on child trafficking and Matt Damon was here on a goodwill tour for a water project in Chennai as part of his H2O Africa foundation.
While these celebrities manage to create a lot of buzz simply by virtue of their association, how much of it really helps to turn the spotlight on the issue? Says Bhuvan Ribhu, lawyer and social activist for Bachpan Bachao Andolan, for which BBC shot with actress Lindsay Lohan, “They are popular among India’s middle and upper classes. And this is where the need for awareness lies.” Ribhu points out, “It’s these people who spot minors working at traffic signals on their daily drive. Many even employ them for domestic purposes. They need to be enlightened against child exploitation.”
Compassion is what was evident in Lucy Liu when she came to India to direct the inspirational series, Half the Sky. Actress Tannishtha Chatterjee, who played the lead in the film says, “Lucy is a very sensitive person. Working with her, one gets a clear sense that she is totally committed towards issues related to women. It was evident during the shoot that she didn’t want to attract any attention to herself. ”
Also, the attachment of a Hollywood celebrity to an Indian social cause brings in international recognition. Agrees a producer on condition of anonymity, “These celebrities ensure globalisation of the cause. And the fact that foreigners feel very sensitive towards socially relevant issues and are keen on doing their bit.”
Closer home, almost every star in Bollywood has his/her own cause. But do Hollywood faces give the cause another leg up? Adman Santosh Desai doesn’t think so. He says, “Such campaigns are beneficial for the celebrities. I can’t say the same about these campaigns. These celebs get a good photo-op. They clearly have no commitment to India. Their favourite pick is a poor country such as Africa, followed by India, and this gives them mileage.” Richard Gere contacted Bina Ramani in the year 1998, he wanted to come to India to support the cause. Says Bina Ramani “I was getting all kinds of calls asking me to dissociate from the cause. But Richard was always very excited and even held a meeting with Bollywood stars to get them involved.”
Hollywood celebrities are also reportedly in it for the love of it, not the money. Adds Ramani, “These celebrities go to tragedy-hit areas that are lesser known. Many celebrities in India see social causes as a tool for publicity. Hollywood has an edge in India. Richard helped generate Rs 1 crore for AIDS!”
Bollywood celebs too have causes
Salman Khan : Started his NGO 'Being Human' to lend support to less privileged people.
Amitabh Bachchan : Actively associated with many social causes —worked for Tsunami victims, is a part of Aman Ki Asha.
Preity Zinta : Part of the NGO ‘Loomba Trust’ that supports widows and their children around the world.
Celina Jaitley : Working to bring about more acceptance for gays and lesbians in Indian society.
Aamir Khan : Part of the Narmada Bachao Andolan and even supported Times of India's Teach India movement.
Sonam Kapoor : Supports NGO Khushii that supports women and child welfare, health care and environment. Participates in diabetes and breast cancer awareness campaigns.
John Abraham : Closely working for animal welfare.
Rahul Bose : Assisted in the relief efforts in the 2004 Tsunami. Associated with several charitable organisations. Also, the ambassador for World Youth Peace Movement and Planet Alert.
Shabana Azmi : Runs an NGO named ‘Nivara Hakk’ that has provided free homes to 12,000 slum dwellers. Is also a SAARC Goodwill Ambassador.
Nandita Das : Is against sectarian violence. Has been associated with causes fighting against women issues, stigma concerning HIV/AIDS and disability.