Entertainment headlines have a new entry this week, and What Is Surrogate Advertising? The Cardamom-For-Tobacco Trick That's Put SRK, Ajay Devgn In The Dock is generating real conversation. Here is everything you need to know about the story that everyone is talking about.
Put (2009) — At a Glance
Aleksey is an ordinary young man living in Russia during the 1990s. Like most of his contemporaries, he is looking for a way to survive. The easiest way is the way of crime. He joins a gang. Fortunately, his fate takes a sudden turn and he manages to find the right path. The film also addresses global terrorism, one of the most important and painful issues of today's world. The main characters of the film, together with their American colleagues, take part in a special operation to destroy a band of international terrorists and drug traffickers. One of the scenes takes place on an American aircraft-carrier. It is from this aircraft-carrier that Aleksey and his friends start on their way to destroy the terrorist base hidden in the jungle.
Movie Details
- Runtime: 90 min
- Genre: Action, Adventure
- Release Date: 21 May 2009
- Director: Vladimir Pasichnik
- Writers: Aleksandr Chervonenko, Iskander Galiev, Vladimir Pasichnik
- Cast: Dmitriy Nosov, Aleksey Orlov, Dmitriy Maksimov
Ratings
IMDb: 4.1/10
The Story So Far
Mumbai News: You may have seen the Vimal Elaichi advertisement on television or while watching videos on YouTube, with the familiar ‘Bolo Jubaan Kesari‘ line appearing at the end. The Vimal Elaichi advertisement headlines actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff, who are seen throwing saffron at each other.
Although the advertisement is presented as a promotion for Vimal Elaichi, the Maharashtra Food and Drug Administration (FDA) has questioned whether it indirectly promotes Vimal’s pan masala brand. The controversy has now put the three actors under regulatory scrutiny, with the Maharashtra FDA issuing them notices over alleged surrogate advertising.
The issue is particularly significant because pan masala containing tobacco or nicotine, including gutkha, has been banned in Maharashtra. What Is Surrogate Advertising? Surrogate advertising refers to a promotional strategy in which a company advertises a product that is legally permitted to be promoted but uses branding, imagery or other elements associated with a restricted or prohibited product.
The term ‘surrogate’ essentially means something that acts in place of another. For example, when direct advertising of a tobacco, gutkha, pan masala or alcohol product is prohibited, a company may promote another product under the same or a closely associated brand name. These products can include cardamom, mouth fresheners, mineral water or soda.
The concern arises when the advertisement uses the same brand identity, colours, packaging, slogans or other imagery in a way that reminds consumers of the restricted product. In the Vimal case, the FDA is examining whether the Elaichi advertisement effectively reminds consumers of Vimal pan masala despite ostensibly promoting cardamom.
Similar strategies have historically been seen in advertisements for alcohol and tobacco-related brands, where products such as soda, music CDs, water or mouth fresheners have been promoted under the same branding. Why Is Vimal’s Ad Being Questioned? The presentation of the Vimal Elaichi advertisement, its dialogue, product name and market positioning raise questions over whether it amounts to indirect or surrogate promotion of a banned tobacco product., per the Maharashtra FDA.
The regulator has also pointed to the part of the three actors, who appear as brand ambassadors in the advertisement. The FDA has therefore sought explanations from Shah Rukh Khan, Ajay Devgn and Tiger Shroff regarding their participation in the campaign. Why Is Pan Masala Banned In Maharashtra?
Gutkha and pan masala containing tobacco or nicotine have been prohibited in Maharashtra since 2012 under Section 30(2)(a) of the Food Safety and Standards Act, 2006. The prohibition is extended periodically. The ban was most recently reimposed for another year from July 13, 2026, according to the information cited by the FDA in the matter.
This makes advertisements that could potentially promote such products indirectly a particular area o…
What happens next is anyone's guess, but one thing is certain: this development has added a fresh chapter to an already fascinating entertainment saga. Stay tuned to TeraMovies for all the latest updates from the world of cinema.
