Bolo Zubaan Cancery: Poster inspired by gutka ad seeks to dissuade stars from endorsing the tobacco product

The initiative has gained attention on X (formerly Twitter), with even doctors and policymakers sharing the post to highlight the risks associated with consuming gutka.

A user on X commented, “Is it derogatory? Ans: NO. How? Ans: If one can promote and endorse the taste of something injurious to health, in style, one has the responsibility to endorse and promote the injurious side of the same thing as well. So, this is just a pictorial and creative presentation of what is written in BOLD letters always – THIS CAUSES CANCER. Nothing could be more creative, more righteous, and more respectful, well within the boundaries, at the very SAME time. Indeed a great post!”

Is it derogatory?

Ans: NO.

How?

Ans: If one can promote and endorse the taste of something injurious to health, in style, one has the responsibility to endorse and promote the injurious side of the same thing as well. So, this is just a pictorial and creative presentation of… https://t.co/x7GPEvae0m

— Sonali Dutta (@SonaliDutta11) October 15, 2023

A doctor on X emphasised the importance of using such content for public health advocacy, stating, “What Chewing Smokeless #Tobacco-Gutkha-does to you as endorsed by our favorite actors! #OralCancer #Cancer Should be used by all public health advocacy institutions, professionals & policymakers @MoHFW_INDIA @Swasticharan in their ppt, with due credit to Team @indiainpixels!”

What Chewing Smokeless #Tobacco-Gutkha-does to you 👇as endorsed by our favourite actors! #OralCancer #Cancer
Should be used by all #publichealth advocacy institutions, professionals & policymakers @MoHFW_INDIA @Swasticharan in their ppt, with due credit to Team @indiainpixels ! pic.twitter.com/0O2094dO9j

— Dr. Divyesh B Mundra 🇮🇳 (@Mundra08) October 15, 2023

Additionally, a member of the NITI Aayog health team, Urvashi Prasad, raised concerns about celebrities promoting tobacco products despite anti-tobacco efforts by the government. She noted that actors and celebrities have a social responsibility and should refrain from endorsing such harmful products.

Not just actors but celebrities in various other fields too. Yesterday during the India-Pakistan World Cup cricket match I saw an advertisement featuring @virendersehwag and Sunil Gavaskar promoting some form of paan masala. It’s ironic that government’s anti-tobacco… https://t.co/9xftg3UYM8

— Urvashi Prasad (@urvashi01) October 15, 2023

Also read: Bengaluru bagged $150,000 global award for tobacco control efforts

First, what is Gutka?

Gutka is a form of smokeless tobacco commonly used in some parts of South Asia, particularly India. It is a chewable tobacco product containing crushed areca nut, slaked lime (calcium hydroxide), catechu (an extract from the acacia tree), and various flavourings mixed with flavour enhancers.

Sometimes, tobacco is also added to the mixture.

Gutka is typically packaged in small, colourful pouches or sachets, making it easy to carry and use. Users typically place a pinch of the mixture inside their mouth, chew it, and then either spit out the residue or swallow it.

It is known for its stimulant properties due to the presence of areca nut and can produce a feeling of euphoria and increased alertness for a while, but it is also highly addictive.

Many countries and regions have imposed restrictions or bans on the sale and use of gutka due to health concerns.

Gutka is considered dangerous due to several health risks associated with its consumption. Here are some of the reasons why gutka is considered a hazardous product:

1. Oral Health Problems: Gutka is a major contributor to a range of oral health issues, including tooth decay, gum disease, and bad breath. It can also lead to severe staining of the teeth and mucous membranes.

2. Oral Cancer: One of the most significant dangers associated with gutka is its strong link to oral cancer. The combination of tobacco and areca nut in gutka increases the risk of developing oral cancers, including cancers of the mouth, lips, and throat.

3. Nicotine Addiction: Gutka contains nicotine, a highly addictive substance. Regular consumption can lead to nicotine dependence, making it difficult for users to quit.

4. Cardiovascular Risks: Nicotine found in gutka raises heart rate and blood pressure, increasing the risk of heart problems, including heart attacks and stroke.

5. Digestive Issues: Gutka consumption can lead to digestive problems such as nausea, vomiting, and indigestion. It may also increase the risk of peptic ulcers.

6. Reproductive Health Impacts: Pregnant women who consume gutka can expose their unborn children to various hazards, resulting in low birth weight and other complications. Gutka use can also contribute to infertility in both men and women.

7. Mental Health Effects: Nicotine has psychological effects, including anxiety and mood disturbances. It may worsen existing mental health conditions.

8. Social and Economic Consequences: Gutka addiction can strain relationships, lead to social isolation, and have economic implications due to the cost of purchasing these products regularly.

Also read: Does tobacco cause cancer in all? HCG study aims to find the answer

So why are the stars promoting it?

As you watch gutka advertisements, it’s apparent that they are not primarily focused on gutka, but rather on elaichi (cardamom). However, in practice, if you were to visit the market and ask for a particular brand of elaichi, the shopkeeper would typically provide you with gutka.

It’s an advertisement technique, the brands utilise and get stars as ambassadors for these brands as legally they cannot directly advertise gutka — as tobacco and alcohol advertisements are banned in the country.

So these brands utilise stars to advertise their brand of gutkha in the name of elaichi or in some other way. This is called surrogate advertising.

Surrogate advertising is a practice where a brand promotes a different product or service as a means to indirectly promote a product that may be banned or restricted by law or regulations. This is often seen in the context of alcohol and tobacco products, where strict advertising restrictions are in place.

So, the gutka brands use surrogate advertising by promoting a “mouth freshener” or “herbal product” under a similar or the same brand name.

This is done to maintain brand visibility and recognition while complying with laws that restrict or ban the direct advertising of tobacco products.

Also, in alcoholic beverages, a specific example of this practice is “Royal Challenge”, a brand known for its whiskey.

Due to strict regulations on alcohol advertising in India, the same company markets a “Royal Challenge” water brand and promotes it as a way to maintain the brand’s presence in the market while abiding by the laws regarding alcohol advertising.

This “water” is a surrogate advertisement for the “Royal Challenge” whiskey. And the company is not the only one doing this.

Also read: Do the pictorial warnings on cigarette/tobacco products actually work?