NO-SMOKING ADS: BOLLYWOOD TO TAKE IT FORWARD

Here is what the film fraternity thinks of the I&B Ministry asking them to come up with antitobacco ads

Remember the anti-tobacco advertisement about 25-year-old Mukesh who died of cancer? Or other such ads by the Government of India that are played in film theatres to discourage people from smoking? That responsibility now lies on Bollywood’s shoulders. The Ministry of Information and Broadcasting has asked The Film and Television Producers Guild of India to allow its film-makers to direct anti-smoking ads featuring Bollywood celebs. We spoke to a few from the industry to find out what they think of the move?

Director Onir gives it a thumbs-up, as he believes the film industry’s professionals would lend the ads the visual appeal they currently lack. “The ads are badly done. If a good director makes it, the product will be much better. Also, having stars to endorse any social message always helps,” he says. Actor Manoj Bajpayee calls it a “fantastic” idea, and says, “Awareness is important. You have to keep boosting [it] with new ideas and development.”

However, film-maker Hansal Mehta — who’s also a member of The Film and Television Producers Guild of India — is against the idea of using films as a platform “to make public service announcements”. He says, “This kind of regulation is unnecessary. Yes, smoking is an ill in the society, but I don’t know how effective it is to have it (an anti-smoking ad) before a film. Everything you don’t want people to do, you can’t use films as an excuse to propagate that.”

Actor Rajkummar Rao, a proud non-smoker, also questions the effectiveness of such ads, nevertheless, calling it a good initiative. “I’m sure they (filmmakers) can come up with better stories that get presented in a better way,” he says.

The responsibility handed over to Bollywood bothers director Vikramaditya Motwane, who questions, “I’m not sure whether people are affected when they see a hero smoking on the screen or not, but I hate the idea of Bollywood being targeted for what should be a much larger propaganda.”

How about a point of view from someone from the advertising industry? “Nobody is trying to catch a 50-year-old’s attention who smokes 40 cigarettes a day. They are trying to catch an 18-year-old who might get hooked to smoking,” says ad guru Prahlad Kakkar.

It’s a good initiative and I’m sure they can come up with better stories that get presented in a better way. RAJKUMMAR RAO, ACTOR Yes, smoking is an ill in the society, but I don’t know how effective it is to have anti-smoking ads before a film. HANSAL MEHTA, FILM-MAKER