Professional Report - Smoke Free Movies

tobacco and liquor companies. There was some argument over Pass-Pass (which was used in Ghai’s recent
release Yaadein). We screened it to figure out whether it was a tobacco/gutka based product or not. We found
that it is not gutka and that it has been passed by the health ministry. We saw to it that we do not have tobacco
products. As a responsible company and filmmaker, Mukta Arts, and Subhash Ghai, made sure that there is
nothing in our films which gives a wrong signal to the young generation. But what happens is that because we
are in a good situation, we are in a comfortable position and we can be responsible. However there are many
needy producers who will do anything for money. Corruption is part of our culture and money overrules
everything
“They (tobacco companies) are trying (to place their brands in films) but they have other avenues as well.
There is television. There is independent television through satellite (probably referring to DTH) and there are a
lot of loopholes they can manipulate. It also depends on individual filmmakers…like, I refused to direct one ad
for a tobacco company (I won’t name the company). They wanted to pay me a huge price for two days
shooting. I accepted it at first. When I discussed with the creative people, they said they wanted me to show
Jackie Shroff as a macho man after having a smoke, saves a girl…as if only a smoker can save… I couldn’t
understand the concept. I said “how can smokers do that…smoking is an abuse to health. Ok you can say that
a mazdoor (labourer) is tired, he wants to relax or go to sleep and he smokes. I can understand that, it’s a
soothing, relaxing experience. But you can’t say that smoking gives you energy. On this issue I quit. They
wanted to pay me more than Rs 75 lakhs to do two days of shooting. I lost 75 lakhs for just one argument!”
- Subhash Ghai, producer-director
“I would think brand association and the failures in brand association in Hindi films has made them more
sceptical. Just when it was becoming a bubble, it burst. There came a point when filmmakers were looking at
brand associations and thinking let’s make some moolah out of that. But the way Yaadein went, the way other
films went, where that brand became an eyesore in the film… with not just the audience. But the audience
pounced on them…So brand association in India still has a long way to go. Even advertising itself. Certain
forms of advertising like this would take a while.”
- Sanjay Daayma, screenwriter
“Fortunately, it’s (brand placement in films by cigarette companies) not happened as yet. I think earlier it did
happen once in a while with pan masalas where they were sponsoring item songs as they are called in movies
and you would have these gigantic pan dabbas on the set. But I have never really seen that happening with
cigarettes….. when it comes to film, the fine line in terms of drawing a line is censorship. Currently you’re not
allowed to show your lead actor smoking. Or drinking. You can’t. You can show them with some substance in
the glass. But you can’t show the brand. You could maybe show him with a cigarette in the mouth but can’t
show the brand. That already exists.”
- Farhan Akhtar, writer-director
“I wouldn’t like to do it (brand placements for tobacco companies). There is a difference – in Dilwale Dulhaniya
Le Jayenge, I had a scene where the boys are having beer. Some beer, Stroh’s I think, wanted to popularise
their brand and approached us. I used Stroh’s beer, that was because the boys could have had any beer, so
why not Stroh’s? It was publicity for them and some money for me. But I don’t think I would like to popularise
cigarettes or drinks for money. I just don’t want to do it just to make a few bucks.”
- Yash Chopra, producer-director
“Can’t seem to think of any cigarette brand in India where they have done it through films (brand placements).
Internationally well, it depends purely on the star, the producer/director, how they feel towards it. If they are
chain smokers and they don’t feel badly towards it, then they probably allow it…There are several people who
won’t allow any kind of return, even advertising or indirect association with the brand. Some stars are very sure,
some are not…. There are people who smoke…it’s a personal issue….there are those who smoke who will be
89