A recent social media post has ignited a vital debate on advertising ethics in public spaces, particularly the Delhi Metro. On October 30, commuter Saransh Sagar shared images of prominent Vimal Elaichi advertisements at Noida Electronic City Metro Station, questioning their presence. This quickly went viral, fueling discussions on whether these ads, for a “mouth freshener,” are merely surrogate advertising for addictive pan masala and gutkha.
The Viral Complaint at Noida Metro
Saransh Sagar’s metro journey led to public outcry after he saw large Vimal Elaichi posters featuring Bollywood star Shah Rukh Khan. He posted on X, tagging DMRC, stating these products relate to “intoxicating products” and shouldn’t “spoil the dignity of the metro.” Many echoed his concern, noting the brand’s strong association with pan masala, a health-risk product often restricted or banned in various Indian states.
Understanding Surrogate Advertising’s Impact
Surrogate advertising promotes restricted products through legal ones from the same brand. Vimal Elaichi ads, with their identical branding and celebrity endorsements, are seen by critics as indirectly promoting Vimal Pan Masala. This strategy in public transport, frequented by millions including youth, risks normalizing habits linked to addictive substances and undermining public health efforts.
Celebrities and Their Responsibility
The controversy extends to Bollywood stars endorsing such brands. Shah Rukh Khan, Ajay Devgn, and previously Akshay Kumar (who later apologized), have featured in Vimal campaigns. This raises significant questions about celebrity responsibility, especially for figures like Khan, who have also participated in anti-tobacco messages, creating an ethical paradox.
DMRC’s Official Stance
DMRC responded, defending its policy by citing revenue generation from advertising space. They confirmed a “restricted list” for prohibited products, but Vimal Elaichi is not on it, making the ads legally permissible. DMRC’s openness to public feedback highlights the ongoing tension between legal compliance and ethical considerations regarding public well-being in spaces like the Noida Metro.
Public Health at Stake
India faces high oral cancer rates, largely due to pan masala and gutkha. Health experts argue surrogate ads maintain brand visibility, potentially enticing new users to related, harmful products. Sustained brand familiarity is a powerful influence. This public outcry may pressure metro authorities and advertising regulators to implement stricter guidelines, redefining surrogate advertising to prioritize public health over ambiguous marketing tactics.
Conclusion: Rethinking Advertising Ethics
The Vimal Elaichi ad debate at Noida Metro Station embodies a wider conflict involving public health, corporate ethics, and celebrity responsibility. Growing public awareness against subtle marketing tactics for addictive products signals a demand for change. The future of such advertising in public spaces will likely be shaped by continued public discourse and advocacy.
Disclaimer
This article is for informational purposes only. It is not an endorsement or condemnation of any product or brand mentioned. Readers should draw their own conclusions.
Image Credit: Gamcshivamogga
