I will never do cigarette, alcohol ads: Vivek Oberoi

Actor Vivek Oberoi has said that he will never lend his name to promote cigarette or alcohol brands.
   
"There is an uncanny resemblance between Bollywood and Advertising. It is important that brand value of the product fits the brand value of the celebrity, there has to be a symbiotic relationship between the two," Oberoi said during a discussion on "Engaging with Consumer through Celebrities" on the second day of the CII Brand Summit here today.

      
"I have refused to accept alcohol and cigarette brand campaigns just after my first film 'Company' in which I was the bad guy, though there was big money in it because I don't believe in it. There has to be a certain commitment in what you do," he said.
     
The actor said that idea behind a brand was more important than the celebrity endorsing it.
   
"If there is no inherent idea, the idea is not strong enough, it will not only erode the brand value of the celebrity but will also be a dampner as far as advertising campaign is concerned," he said
         
Director R Balki, said, "Idea if used in an interesting way and fits the celebrity to the T, it will definitely click with the target audience".