In an era where social media influencers often blur the lines between endorsement and personal convictions, Harjinder Singh Kukreja stands as a shining example of steadfast adherence to Sikh principles. His refusal to promote alcohol and gambling, despite having a combined following of over three million on Instagram and Twitter, is not just a personal choice but a manifestation of the deep-rooted values he holds dear. WSN editor Jagmohan Singh enumerates the dangers enveloping youth due to such endorsements and extols the stance of Harjinder Singh Kukreja.

Sikhism founded on the tenets of integrity, purity, and selfless service, is exemplified in Kukreja’s conduct. As a Sikh, the turban he wears is not just a cultural symbol but a reminder of his duty towards his faith and the community at large. It is this sense of duty that leads him to decline numerous lucrative endorsements from alcohol and gambling entities annually. This decision, while admirable, goes beyond personal sacrifice; it represents a commitment to a legacy of truth, satisfaction, and self-control.

Kukreja’s decision is particularly significant in a social media landscape where influencers are often seen capitulating to the allure of easy money, even if it means endorsing products that are antithetical to their personal or community values. This trend is alarmingly evident with some Sikh celebrities and sports stars, who, despite the clear teachings of Sikhism against gambling and alcohol, have chosen to endorse these industries. These endorsements not only contradict Sikh ethics but also contribute to a worrying trend of normalization of behaviours that are known to cause social strife and mental stress.

In an era where social media influencers hold significant sway over public opinion and behaviour, it’s imperative to scrutinize the impact of their endorsements, especially when they contradict the ethical and religious principles they represent. The Sikh community, known for its strong adherence to values of integrity, service, and self-control, finds itself at a crossroads with some of its prominent members endorsing products and behaviours that are traditionally considered taboo or even unethical within Sikhism.

Harbhajan Singh, a revered figure in Indian cricket, has previously endorsed Seagram’s Royal Stag whisky, sparking a debate within the Sikh community. Sikhism explicitly prohibits the consumption of alcohol, viewing it as a vice that impedes one’s spiritual and moral development. Harbhajan Singh’s decision to endorse an alcoholic beverage met with criticism from sections of the Sikh community, who viewed it as contradictory to the faith’s teachings..

Citing personal choice and a distinction between promotion and personal use, he opened a dialogue about the role of public figures in influencing community standards and the balance between personal liberty and community responsibility.

Arshdeep Singh, a Sikh cricketer, has endorsed Dream11, a platform known for its fantasy sports leagues that involve elements of gambling. His endorsement brought to the fore the nuanced debate within the Sikh community regarding the acceptability of gambling.

While some view fantasy sports as a harmless game of skill, others see it as a slippery slope towards gambling addiction and financial ruin. This endorsement by Arshdeep Singh, especially given his influence among young fans, raises important questions about the responsibility of public figures in promoting activities that can potentially be harmful and contrary to the community’s ethical guidelines.

Harnaaz Kaur Sandhu, catapulted to fame after her Miss Universe win, has been associated with Parimatch, an online betting platform. Her role as a brand ambassador for a gambling service contradicts the Sikh prohibition against gambling, which is traditionally viewed as an activity fostering greed and potential financial instability.

 

The use of a Sikh figure in the branding of  Bagpiper Whisky has been a longstanding topic of controversy.

The logo, featuring a caricature of a Sikh, for many, uncomfortably blurs the line between cultural representation and religious insensitivity. While some see it as a harmless, even iconic, element of branding, others view it as disrespectful, arguing that it reinforces stereotypes and disrespects the Sikh tenets that strictly prohibit alcohol consumption.

This issue encapsulates the broader concerns about how religious imagery is used in commercial contexts and the impact such representations have on public perception of a religious community.

There has been a troubling trend in marketing, particularly in Bollywood and the liquor industry, where the Sikh identity is often stereotypically used to promote alcohol. This misuse of Sikh symbols and personalities in alcohol branding is not only disrespectful but also contributes to a distorted image of Sikhs. This stereotyping requires both social and legal redress to protect the dignity of the Sikh community and its values.

This brings the paradigm of faith, personal choice, and public influence in the digital era into debate. They serve as a reminder of the nuanced conversations needed around the responsibilities that come with influence, especially when that influence extends to impressionable audiences and concerns that matter deeply entwined with cultural and religious ethics.

The rise of online gambling, for instance, endorsed by figures in sports and entertainment like cricket stars and Miss India, is becoming a new addiction. The fallout from this is already evident, with families experiencing financial and psychological strains. The influence that these personalities wield is immense, and their choices send a mixed message to the Sikh community, especially the youth.

Kukreja’s approach as a social media influencer is a stark contrast to this worrying trend. His content, which beautifully integrates Sikh doctrines with contemporary issues -his emphasis on keeping unshorn hair, his kids tying the full turban and not the small headgear Patka, is a testament to his commitment to his faith.

Kukreja’s approach as a social media influencer is a stark contrast to this worrying trend. His content, which beautifully integrates Sikh doctrines with contemporary issues -his emphasis on keeping unshorn hair, his kids tying the full turban and not the small headgear Patka, is a testament to his commitment to his faith. His digital presence does not merely entertain but educates and inspires, underscoring the responsibility influencers have towards their audience, particularly the younger generation.

His family life, shared with his wife Harkirat Kaur Kukreja, and their children, further amplifies this message. Their portrayal of family values, exploration, and ethical conduct offers a wholesome and much-needed narrative in the digital space, which is often rife with materialism and superficiality.

Harjinder Singh Kukreja’s unwavering commitment to Sikh values in his role as a social media influencer is not just commendable; it is a clarion call to all those who wield influence in the digital world. His example challenges them to introspect on the impact of their endorsements and to choose paths that are in harmony with ethical living and societal well-being.

The choice made by Kukreja and his family reflects the core Sikh value of living a truthful life while earning an honest living. While he may look ubiquitous on social media, he is neck-deep in his work domain as well, fulfilling all his family and social responsibilities.

We believe that by upholding these principles in his social media endeavours, he not only honours his faith but also sets a high moral standard for influencers across all spectrums.

Harjinder Singh Kukreja’s unwavering commitment to Sikh values in his role as a social media influencer is not just commendable; it is a clarion call to all those who wield influence in the digital world. His example challenges them to introspect on the impact of their endorsements and to choose paths that are in harmony with ethical living and societal well-being. As we navigate this complex and ever-evolving digital landscape, may his dedication to truth, integrity, and service guide our choices, ensuring they align not just with personal gains but with the greater good of society at large.