Lt Colonel Mohan Lal
In 2007, I wrote a blog post about Mohan Lal’s promotional ads of a liquor brand. Mohan Lal had formed a business alliance then, with the owners of the same brand, Original Choice. When the news became controversial the defenders were of the opinion that Mohan Lal was only promoting ‘evening snacks’ under the same brand name (just like how Vijay Mallya is selling only soda and mineral water under the brand name King Fisher). Die hard fans and Mohan Lal himself had also argued that there would not be any raise in the number of drunkards just because the actor was promoting it, considering the fact that Kerala has the highest alcohol consumption in the country. The opposition’s concern was that the actor has high influence on people in Kerala, particularly the youth who see Mohan Lal as an icon and role model.
Now let us just casually say that Mohan Lal’s celebrity influence on the youth of Kerala was not going to boost the sales of anything – be it gold, lungies or liquor (you might ask then why would the commercial brands use celebrities for promotion and pay them millions for that, but let us just put it aside for the time being). In the last week, Mohan Lal has been granted the Honorary rank of Lieutenant Colonel in the Territorial Army. This honor comes after Mohan Lal’s two successful Malayalam movies (Keerthichakra and Kurukshetra) in which he enacted the role of an Army Major. As per the Army Chief Deepak Kapoor, Mohan Lal will be yet another brand ambassador of the Territorial Army. Defense Minister A K Antony also said that, “this will be an inspiration for the younger generation to join the armed forces“. A CNN-IBN article on this says that, “Mohanlal’s role will be to inspire youth to join the armed forces“.
It is at this point that I have a question – As per the supporters of Mohan Lal during the time of Original Choice advertisement, his influence on the youth did not take any effect in boosting the sales of liquor. Has that changed all in a sudden? Now would Mohan Lal inspire the youth just because it is a good patriotic cause?
Skeptics say that youth is more prone to go under the bad influences first, than good ones.
PS: Some also say that considering the situation, Mammootty should be conferred an honorary position in CBI for his 4 successful movies as a CBI officer, or Suresh Gopi as an honorary Commissioner of Police for his numerous super hits as a highly ranked police officer. 
(Image source: Google Images)
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July 14th, 2009 at 9:43 am
I am so surprised by this post. I too, for all my craze for Mohanlal’s films(yonder days), was smirking at the hypocrisy and meaninglessness of these stunts. No doubt, Mohanlal may be patriotic, but the media attention drawn to this event. Just like these actors doing charity and posing in 100 angles to get their shots right for the medias.
I guess, good publicity is welcome, poor not so, in the case of the alcohol consumption.
Nice one about Mammooty. Really, his CBI series will stand remain popular for a long time to come. Doesn’t get old.
July 14th, 2009 at 4:09 pm
Jealous of him….. no doubt!
July 14th, 2009 at 8:05 pm
so what you think, this will be an inspiration for the younger generation to join the armed forces or not?
My Opinion : No (in both cases)
July 15th, 2009 at 1:14 am
Hi Jo,
I am quiet surprised to see this post.. especially the last part where you have mentioned about mammootty getting job in CBI and suresh gopi getting into police dpt.
Mohanlal was not awarded this position based on his roles in kerthichakra and kurukshethra.. its just that the role that made him interest in joining Indian TA. if i am correct kapil dev and nanapatekar and many other viterans are also a part of this Army..
Indian Territorial Army is a second line of defense after the Regular Indian Army; the Indian Territorial Army is not a profession, occupation or a source of employment. It is only meant for those people who are already in mainstay civilian professions, in fact, gainful employment or self-employment in a civil profession is a pre-requisite for joining the Territorial Army.(Wikipedia)
http://en.wikipedia.org/wiki/Indian_Territorial_Army#Notable_veterans
July 15th, 2009 at 1:18 am
one more thing.. Kudikkunnavanenthayalum kudikkum kudikkathavan orikkalum kudikkem illa.. oru kudiyan chilappo mohan laline kandu brand matti ennu varam… thats it…
July 15th, 2009 at 11:14 am
i dont think Mohanlal was awarded this rank since he acted in two army based movies. Even Kapil Dev is part of territorial army and their service will be used only during war or any other emergency situation.
July 15th, 2009 at 2:31 pm
I did not know that civilians can be awarded army honorary ranks. It may be a good gesture from the Army though Major Ravi and his work is getting too stereotyped. It’s funny to see a flabby bulky Mohanlal as a commander or army person
In fact, Mammootty’s CBI series is a lot better than Mohanlal’s army series, and Suresh Gopi’s angry sh*t police man series
(Of late even our man Dileep tried to play police roles in his limited physical capacities but failed miserably. He should be awarded a ‘chaukidar pattam’ as well
)
July 15th, 2009 at 5:11 pm
Jana:
Amith: Who is jealous of whom?
Obi:
Dheeraj / Sandeep: Thanks for pointing it out. I have corrected that part of the post.
Ajith: I don’t know how Lal would manage it with that physique.
Our Army Chief looked more young and fit than Lal in the group photo. 
July 15th, 2009 at 9:48 pm
ouch! that must be quite an insult to the ‘real’ Lieutenant Colonel’s who had to work their way to reach that position/designation. the last part of your post made me LOL, that took the cake! am sure we’ll live to see that day too
)
July 16th, 2009 at 12:59 am
that is a good point which you raised, Jo! i have heard both the arguments, the liquor ambassador one and the army ambassador one. so much of a contradiction! hope someone will point out this to him in the next interview
July 16th, 2009 at 11:02 am
Now, my previous comment is applicable to some other people also, like the one who commented “It’s funny to see a flabby bulky Mohanlal as a commander or army person”
It may seem funny, but I know a guy who started waking up at 4 AM to jog 10 kms for getting physically fit to join army, after watching Kurukshethra. The movie has fabricated plots, I know; but it showed us the suffering of soldiers who safeguard the nation and its citizens. For insensitive people, patriotism is just another word to make silly comments.
Jo, I agree with the point you made on the liquor ad. In fact I drink one more peg just because of those ‘vellamadi’ movies.
August 7th, 2009 at 2:57 pm
A product is sold on the basis of its quality and other things. It doen’t make any sense at all that if an actor or actress holds forth a thing and says “Buy it, it’s good”. People are not that stupid (I guess so because I am not one and I don’t buy a thing seeing the face of an actor or actress in it).
So dear commercial guys, don’t waste your money on these futile things. Do some chartitable works with your profit.
August 7th, 2009 at 2:58 pm
A product is sold on the basis of its quality and other things. It doen’t make any sense at all that if an actor or actress holds forth a thing and says “Buy it, it’s good”. People are not that stupid (I guess so because I am not one and I don’t buy a thing seeing the face of an actor or actress in it).
So dear commercial guys, don’t waste your money on these futile things. Do some charitable works with your profit.
November 24th, 2009 at 12:39 pm
jo
Good that you corrected it but it has already given a wrong impression to the people who read it before correction and not returned to see the correction.
Liquor can be sold with or without an ad. But still it is advertised in a hidden way. We cant say all those drunkards living and dead started drinking after seeing the ads. History of drugs/liquor starts from the start of human race. No country will win this war against liquor completely but we can have control measures on it. In fact that is the only practical solution. We should continue doing it. Leave the hypocrits and organisations who goes to court just for the media coverage. Let them practically work on issues, among the common people.
Regarding the Army issue, you should have done some research. Mr Dheeraj has put it correct. Its a willingness declared by one civilian to serve the country when required. I heard Mr Abdullakutty(M.P) is planning to join. We have to take the interest shown by Mr.Lal and Mr.Kutty, in the right spirit towards our nation. Mockery of such people by comparing them to CBI Mammotty and Police Sureshgopi wont bring any laurels to anyone.
In fact in both films Mr Lal looks really fit as an army officer and also has given very original performance befitting to an Army officer. I can guarantee that part as i had a period in my life working under them for our country.