Pan Masala has become one of the most pervasive addictions in India, especially in the northern regions, where it is consumed in various forms, both with and without tobacco (Zarda). Despite the well-documented health risks associated with these products, the Indian government has been largely ineffective in enforcing a complete ban on gutkha and pan masalas.
A few years ago, we saw a highly impactful advertising campaign for Pan Vilas, featuring actor Manoj Bajpayee. Another memorable campaign was for Rajni Gandha, with its catchy jingle, "Mooh Mein Rajnigandha, Kadmo Mein Duniya," which became a household tune. Now, a new advertisement for Kamla Pasand, an established brand of pan masala, has surfaced. The ad’s background song, "Khud Se Roob Roo," carries a message of self-actualization, which raises an interesting question: do we really need pan masala for self-realization?
The ad is strikingly effective, with its emotional appeal resonating deeply with viewers. It seems to promote the product in a way that taps into desires for personal fulfillment, which only deepens the product’s cultural entrenchment. In fact, the advertisement's emotional depth and the evocative song have become so popular that many viewers are suggesting it should be featured in a film. This could very well lead to Kamla Pasand becoming another iconic brand, despite the harmful impact it could have on millions of users.
While the government has made efforts to curb the use of these products, especially gutkha, the lack of consistent enforcement and regulatory loopholes have allowed such products to remain widely available. The continued success of these ad campaigns highlights the need for more robust action—both in terms of regulation and public education—on the dangers of pan masala and similar substances. Unfortunately, with the emotional allure of such marketing, these efforts remain a significant challenge
