The advertisement featuring Pierce Brosnan endorsing Pan Bahar, a pan masala brand, that you encountered in Kolkata during Durga Puja in 2016 is a fascinating and controversial example of celebrity endorsements in Indian advertising. The use of an internationally recognized Hollywood star like Brosnan—who was famously known for his role as James Bond—was quite an attention-grabbing move by the brand. The presence of such a high-profile personality certainly adds a layer of intrigue, but as you rightly pointed out, it raises some interesting questions about the credibility of the endorsement.
In many cases, celebrities are paid to promote products they may have never used or might not even personally support. This is a common practice in advertising, but in this particular case, the choice of Pan Bahar—a pan masala and chewing tobacco product—was especially controversial. Pan masala products and gutkha are often associated with health risks and are heavily regulated in several countries due to their harmful effects. The use of a global superstar like Pierce Brosnan, who is not known for promoting such products, certainly seemed incongruous, but that’s part of the power of celebrity endorsements—they can lend an aura of glamour and sophistication, even to products that might otherwise be viewed in a negative light.
The fact that the Wall Street Journal also covered this advertisement shows just how globally significant it was. It wasn’t just an Indian advertising spectacle; it became a talking point in international media, raising questions about the ethics of celebrity endorsements in a market that sometimes crosses cultural boundaries.
During Durga Puja, when advertising hoardings are omnipresent in Kolkata, such campaigns can have an even bigger impact. The festive season, with its huge influx of visitors and celebratory atmosphere, means that advertisements at this time often get more attention. For a brand like Pan Bahar, competing with other brands like Rajnigandha or Kesar (other well-known gutkha products), the use of a famous Hollywood actor gave it an extra edge, especially in terms of creating buzz.
However, as you pointed out, there’s likely a disconnect between Pierce Brosnan’s image and the actual product he was advertising. The ad raised the question of whether such endorsements can be taken at face value, and whether consumers are aware that these celebrities are often hired purely for their star power, rather than their personal association with the product.
This kind of advertising strategy taps into the aspirational quality of Hollywood stars and their ability to make products seem more desirable, but it also reflects a broader conversation about ethics in advertising—particularly when it comes to products that may have serious health implications.
