Eish.
Like John Cleese’s awkward attempt to endorse South African wine Tall Horse, Pierce Brosnan has set his eyes on India – but unlike the last time, the product he has chosen to have his name alongside is getting fans all riled up.
Although they should really do their research.
It was all revealed on 7 October, when Indian dailies carried a front-page advert of Brosnan holding a pack of pan masala.
There was even a television commercial released the same day, with Brosnan playing a similar character to that of James Bond. Instead of a gun, though, he had a tin of Pan Bahar.
Pan Bahar is a 50-year-old pan masala brand. According to Quartz:
Pan masala is a grated version of the traditional betel leaf-areca nut combination popular in South Asia. It often also contains cardamom, sandalwood oil, and other such flavouring ingredients.
With the tag line “Class never goes out of style,” the TV advert is leaves behind little to desire – but I’m just a production quality snob:
But pan masala has long been associated with an addictive chewing tobacco because of its its mildly psychotropic effects, and Brosnan has therefore received mass criticism from the public over his association with the brand.
From The Independent:
It has been linked to serious illnesses such as mouth cancer and tumours. This has, in turn, caused a number of Indian states to outlaw the sale of the products and launch campaigns working to stop people from purchasing them.
Fans have expressed their dismay at his appearance in the advert. “Can advertising and brand experts tell us if going viral but becoming a laughing stock is good brand strategy? #PanBahar,” wrote one Twitter user.
“When James Bond starts selling pan, you know the empire really has struck back,” said another.
But the thing is, critics don’t seem to know what it actually is.
Since criticism struck, the company which produces Pan Bahar, Ashok & co, explained they do not produce either gutka or pan masala and the anger was due to “public misconception”.
We are the oldest brand of mouth freshener in India and we don’t produce either gutka or pan masala. But after the 1990s when gutka flooded the market, all mouth freshener products also got a bad name.
We are trying to change that perception and this is a first step.
Previously, Brosnan endorsed Indian menswear brand Reid & Taylor in the early 2000s. I wonder how much he is getting paid for this. and do you think they specifically requested him to grow that beard?
Brosnan’s reps have yet to answer such things.
[source:independent&qz]
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