IAA Congress: Brands must come from a place of honesty & authenticity – Deepika Padukone

At the 44th International Advertising Association (IAA) World Congress in Kochi, Padukone dwelled on brand endorsements, social media and mental health

Deepika Padukone IAA

Actor Deepika Padukone attended a session at the 44th International Advertising Association (IAA) World Congress in Kochi where she dwelled on her love for brands and her honesty on social media.

Below are few excerpts from the session:

On brand endorsements Padukone said brand value is most important to her, money is secondary. “I love the brands as I would not have been here if the brands had not put their faith in me. Money is secondary for me but brand value is most important to me, it is not to say that one brand is better than the other, it is important to be authentic and genuine in what you have to say. It needs to come from a place of honesty and authenticity.” 

Padukone explained how for social media too the virtues of honesty and authenticity continue to be true. “In social media I am honest and genuine and at the same time I make sure everything is not out in the public. I put out something which is in my control. It’s a great way to be in touch with my fans and it’s up to each one of us how to balance it out,” she said.  

Talking about her past experience with clinical depression and starting Live, Love, Laugh Foundation she said, “I was aware of my reaction to things, my moods were erratic, there was lack of motivation, suicidal thoughts, not looking to wake and face the day. I did not know what was happening until my mother said you need professional help. I would not have realised if my mother did not help me. Many people live like this for years and it breaks my heart to see people going through that and that’s when I thought of starting my foundation.” 

“Depression can happen to anyone, any age, any strata of society to any gender,” she added.

Talking about her husband and actor, Ranveer Singh, becoming the ambassador of her foundation she said, “I don’t know if he will be the right brand ambassador for the foundation as someone who is going through depression he could make it worse. The beauty of our relationship is that we are different from each other but at the same time we are similar in many ways, the way we are brought up, our family values. There is an extremely quiet, sensitive, vulnerable side to him but I don’t know what happens to him when he goes out.” 

Padukone is one of the highest paid actors in Bollywood. She discussed the role of women in cinema, “We have writers who are writing stories for women like me or keeping women in mind and that’s reflective of the change in remuneration too.”

With the ongoing #MeToo movement and gender equality, Padukone said, “My sense is that it has not happened in a way that it should, there is a start but we have a long way to go. #MeToo picked up steam for a short period of time, however, I feel it will not be able to make a difference for something which is ingrained in our society for so long, with such a small burst.”

“We have grossly understood definition of feminism it should not be male or female it should be what is right or wrong. However, male gender has to be an important part of this movement,” she asserted.

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