Abstract

India ratified the FCTC in February 2004 and also enacted legislation called “Cigarette and other tobacco products Act 2003” which specifically called for an end to direct and indirect form of tobacco advertisements. Since the enactment of the legislation, the tobacco companies are prohibited from any kind of advertisement. Are the tobacco companies resorting to covert form of advertisement which included product placement in Indian movies? Are myths about tobacco use being promoted through movies? This study attempts to study the actual incidents of tobacco use in the Indian movies after 2003 and also to have a snapshot view of the influence it creates on young peoples mind so as to understand the actual impact of smoking/tobacco images on youngsters.

A qualitative analysis of hundred and ten movies released in 2004 and 2005 was done. All the movies were watched by trained volunteers to identify the instances of brand visibility in Indian movies. The association of tobacco with glamour, style and emotions like stress was also analyzed. The specific instances where statements facilitating tobacco consumption and situations where the warning about consumption of cigarette was mocked also recorded and noted down. Response from 1126 youngsters was collected through a survey questionnaire to understand the impact of movies on the minds of these people and their opinion. Trained volunteers from the same age-group were used for the exercise.

It was found that the instances of showing smoking/tobacco use in movies have increased significantly to 89% of all movies released in 2004 and 2005. The brand placement has been also increased nearly three folds. Tobacco brands now appear in 46% of movies having tobacco scenes. Cigarette companies have almost all the tobacco product placements with two companies accounting for over 90% of the brand visibility. Association of tobacco with glamour and style has also been established. 75% of movies having tobacco also showed the main/lead character consuming tobacco. The instances of females consuming tobacco in movies has also increased in India pointing towards a specific market expansion strategy by tobacco companies using movies as a vehicle. It was found that the general public does not feel that banning tobacco scenes in the movie will affect their decision to watch movies or the quality of movies. A large section of people admitted being influenced by movies which could be found in their behaviour like a desire to hold a cigarette or articles akin a cigarette. It was found that favourable images through mass media created a considerable influence on youngsters and increased their receptivity to tobacco use.