For that, the comedian refers to Mukesh as Gutka Mukesh andcontinues with Mukesh?s testimony. The hero again interrupts and ina sarcastic, reluctant and disgusted tone says that he does not wantcigarette. The statement?s hidden message looks like, that stoppingthe consumption of cigarette is a very disgusting and sociallydisgraceful act.
Cyril said that the community which is working for the tobaccocontrol along with individuals are deeply hurt from this teaser. Itis a clear insult to Mukesh?s character and it hurts the feelingsof those who know his story. According to him, the teaser violatesthe following guidelines:
TAPS ? Tobacco Advertising, Promotion and Sponsorship (TAPS). The ad is a proven anti-tobacco advertisement used to reduce the tobacco consumption level. Mocking the ad is a clear violation of COTPA Section 5 which describes about prohibition advertisement ,promotion and sponsorship of all tobacco products - TAPS. The teaser creates wrong perceptions about the tobacco control advertisement and also creates an impression that stopping the use of cigarette is socially unacceptable.
Copy Rights Violation : The ad was created by WLF in association with collaboration with TATA Memorial Hospital. The movie producer and the director dot not have the right to state the advertisement?s message in any form.
In a letter to the state government secretary for health andfamily welfare Dr J Radhakrishnan, he recalled that one of thesuccessful advertisements for tobacco control is the ?Story ofMukesh?, the young boy of 24 who died of Oral Cancer. ?Mukesh?is the second in a series of ads aimed at growing awareness aroundthe risks of smokeless tobacco.
Launched by The Ministry of Health & Family Welfare, thecampaign sought to build risk perception among young potential/earlychewers and preventing initiation, while urging quitting behavioramongst existing chewers. The ad features testimony of a young person? 24-year-old Mukesh Harane from Maharashtra.
The ad was created by World Lung Foundation in collaboration withTATA Memorial Hospital where he was a patient and died as a result ofhis chewing habit. Lot of effort has gone into the creation of the adto ensure that it has maximum impact in the public.
The ad wastranslated to 16 Indian Languages. The ad created high level impactin the nation related to tobacco consumption ill health effects andthis is a scientifically proven fact, he added.
Lamenting that the teaser is an outrageous insult, the TNPFTCdemanded that the offending scene should be removed from the movie,the Director must apologize to the public and legal actions againstthe Producer, Director and the Actors must be taken.