Young India Network for Good Health

Dear Sh.  Bachchan ji, We applaud you for making the conscious decision to terminate the contract with a Paan Masala brand and returning the entire amount received towards promotional duties. This shows your concern for protecting children and young people, the intended targets of such surrogate advertising. Over the years, the Tobacco Control advocates have been steadily gaining ground in its fight against cigarettes, bidi, pan masala, gutka, and other addictive tobacco products. However, that progress is under continuous threat from underhanded marketing tactics such as surrogate advertising of seemingly innocuous ‘mouth fresheners’ from brands widely seen selling Paan Masala in India and overseas. We understand that you were unaware that the intended promotion fell under surrogate advertising and further appreciate your proactive approach to educating yourself along with the many millions who look up to you as a definitive role model. Celebrity-led endorsements are often designe...

I also guarantee that every consumer is aware of the harm caused from tobacco but in reality they have been trapped under calculated industry tactics and socio-economic pressures.     Subhiksha Shankarraman* I used to always wonder ‘what is good health and am I able to lead one sufficiently?’ . During my adolescence, I had become very fond of Blue Lays. It’s ‘Indian magic masala’ kept lingering in my taste buds that I just could not stop after eating just 1 packet.  I craved for more even though I was well aware of it’s side effects.  I am a mindful consumer but it was not until my early twenties that I learnt to reflect on my choice and change my consumption behaviour. Blue Lays being cheap, tasty, less time consuming to prepare and easily available, it found its way to substitute our healthy but time consuming home made chips that my Amma used to prepare. You may wonder, if I was mindful of my choice, why did I choose to consume so many Blue Lays packets in a day?;...