Akshay Kumar’s anti-smoking commercial, which promoted the use of sanitary pads for women’s health and increased awareness of the risks associated with smoking, was a mainstay at movie theaters for six years.
But the Central Board of Film Certification (CBFC) has made the decision to withdraw the advertisement and replace it with new ones that emphasize the instant health advantages of giving up smoking. Although the change represents a turning point in Indian cinema’s promotion of public health, Akshay Kumar’s commercial had an effect that went beyond simply banning smoking.
How Gold And Pad Man United Through Akshay Kumar’s Anti-Smoking Message
When Akshay Kumar’s movie Gold first came out in 2018, it had an innovative advertisement in which Akshay told a character by the name of Nandu to give up smoking.
Instead, he proposes quietly tying in a message about menstrual hygiene by using the money saved to purchase a sanitary pad for his wife. The ad gained popularity not just for its powerful pro-sanitary napkin message but also for its obvious connection between the negative effects of tobacco use and the value of women’s health.
Due in large part to its alignment with the menstrual hygiene theme of Akshay Kumar’s 2018 film Pad Man, this two-pronged campaign struck a deep chord with viewers.
Two Health Crises, One Campaign
This advertisement stood out from the rest because of its clear messaging and wide appeal. Although anti-smoking efforts have long been included in Indian movies, this particular campaign stood out due to its use of the sanitary napkin theme. It sparked a discussion about two important public health concerns: menstruation hygiene and smoking.
By emphasizing the latter, the advertisement addressed the subject of women’s health, which is sometimes ignored, particularly in rural areas where sanitary items are less widely available and understood. It promoted the idea that women should have access to sanitary goods in order to prevent health difficulties and started discussions about the importance of menstrual hygiene. Although smoking was the main emphasis of the advertisement, the underlying message about menstruation health contributed to the de-stigmatization of the topic in a way that few previous advertisements have.
Akshay Kumar’s advertisement succeeded in reaching a variety of audiences and increasing awareness around the globe by combining two crucial themes into a single campaign.
Akshay Kumar’s Ad Leaves Its Mark As CBFC Adopts New Tactics
The CBFC decided to change the advertisement as part of their changing strategy for running public health initiatives. The new ad adopts a more scientific stance, outlining how the body starts to mend in as little as 20 minutes after stopping smoking.
This change in emphasis is noteworthy since it seeks to give smokers quick access to accurate information without the use of celebrities. Comparably, recent releases of movies like Jigra and Vicky Aur Vidya Ka Woh Wala Video devoid of the Akshay Kumar commercial demonstrate how the CBFC’s most recent campaigns are progressively shifting away from relying on celebrity endorsements to spread their messaging. But the influence of the Akshay Kumar commercial goes beyond theaters.
Even as the CBFC moves toward newer, more factual efforts, its legacy of promoting awareness of menstrual hygiene and anti-smoking is certain to endure.
Follow Us:
Youtube | Google News |
Igniteds is on YouTube; click here to subscribe for the latest videos and updates.
