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...