Even as the Supreme Court has reprimanded the Government for “colluding” with the tobacco industry to circumvent ads for tobacco products, advertising czars say the stringent guidelines on ads, if implemented in toto, are bound to cut into smokers’ satisfaction at the next puff.
“The graphic health warnings, which cover almost all brands, make it almost impossible for smokers to ignore the devastating effects of smoking,” said Piyush Pandey, Executive Chairman and Creative Director of Ogilvy & Mather (O&M). “The pictures deter people. I have seen several people around me give up smoking,” said Pandey, a chain smoker himself.
M. G. Parameswaran, CEO and Executive Director Draftfcb+Ulka, an advertising major, said, in order to make quitting tobacco products a priority for many, the Government should train its sights on illiterate smokers.
He added, “The Government needs to regularly monitor if retailers and tobacco companies are adhering or flouting the norms,” he said.
Arvind Sharma, Leo Burnett Chairman and CEO of India subcontinent said, “The graphic pictures certainly prevent new tobacco consumers such as college-going kids from coming into the category.”