New Delhi, June 2 -- When sporting heroes and celebrities do something, they inspire common folk to do the same. That's how 10-year-old Arjun Mehta gave up junk food two years ago after meeting his hero Sunil Chhetri, Indian football's highest goal scorer, at a football camp.

"I want to play football like Chhetri. When he told us at the camp that he doesn't eat junk food, I told my parents that I too wouldn't eat junk food anymore. It's been two years since I ate chips, Maggi, biscuits or other similar food," says Mehta, who plays football for his school team in Mumbai. Such behavioural changes inspired by a role model are backed up by plenty of research. Findings of a 2023 study, Celebrity Endorsements in Public Health Campaigns, reveal...