Today's blog is dedicated to the man who had charmed the world with his unsurpassable charisma in 'Bond' movies. His shocking endorsing of Pan Masala on front pages of yesterday's Times of India (ToI) did not just leave Twitter in splits, but raises questions on health concerns in a country where lakhs of people get affected by the carcinogents present in pan masala. The ad also brings up several policy-related questions.
According to surveys, ToI is the most widely circulated newspaper of the country, read mostly by English-speaking population of the country, which understandably would be both educated and working. Choosing ToI over other dailies, rather Hindi dailies left me in a puzzle! Believably, the ordinary 'pan-chewing' population (since the habit roots from regional parts of India) would be readers of Hindi or regional dailies at large. As per the article on The Wall Street Journal cited above, Brosnan has been paid an undisclosed amount, which means both Ashok & Co. Pan Bahar Ltd., the makers of pan masala and Brasnan's Lisa Richards Agency meant business.
The ad would be more apt for the evergreen Rajnikant as the stunts look so non-aligned for a Bond (not that Rajnikant would have agreed endorsing pan masala!). It is this part which makes me speculate about an alternate reason for signing Brosnan over our multi-talented Indian stars. After the incident with Maggi noodles, many Indian actors came into bad light for endorsing spurious, injurious or products they themselves did not use. Has an international figure been roped in to avoid accountability? There is also a chance that a bond movie would be released soon, so the ad is used for promotion in one of the largest markets of the world for English entertainment. Who else than one of the most popular of the Bonds would help in pre-promoting the film!
Downside of the ad
Firms these days enter into a venture through all possible routes and use various direct and indirect techniques to promote their business. This ad is an example. India is the second largest FDI destination in UK and at present the fastest growing economy in the world. Post-Brexit, UK firms have to look for alternate destinations beyond EU, and India due to a colonial past and liberalised FDI policy is one of the most lucrative destinations. The ad plays around this familiar territory of colonial past - where in a former ad an 'elite businessman' chews on the masala and buys the East India Company. While that ad won many Indian hearts, this one indicates inviting more takeovers!
Every ad before being run officially, is pilot tested. The brand positions itself as the 'most expensive pan masala', which reiterates that it is meant for elite and educated consumers. The ad releasing on '07' is no coincidence, which implies that the brand wants to make its presence felt through this dramatic visual. Since the ad was trending on Twitter, the product is expected to become a star, further rewarding the cash-rich pan masala business over its impending health hazards.
While Twitter may find the ad funny, it is of concern that millions of viewers would actually buy the product for its 'Hollywood' appeal. For instance, a number of business persons in India operate in the entertainment, hospitality and real estate industry, where pan masalas are consumed at large. I hope they keep in mind the no-joke impact and serious implications of this product on their health.
Government watch
Ministry of Information and Broadcasting supervises print ads in India. The new print media advertisement policy framed in June takes into account better professional standing, along with promoting transparency and accountability of the advertiser. With rising health issues pertaining to pan masala consumption, the ministry must raise a red flag. Although smoking and alcohol are not banned in the country, their advertisements are. This should apply to pan masalas too. It must also scrutinise whether Brosnan consumes the product himself to avoid the users from getting misled. Further, it must be found out whether commercial pursuit is the only aspect of ad.
