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˜| TOBACCO IN MOVIES AND IMPACT ON YOUTH Hemant Goswami, Rajesh Kashyap A STUDY ON ‡ TOBACCO IN INDIAN
MOVIES RELEASED IN 2004, 2005 ‡ INFLUENCE OF MOVIES ON YOUNGSTERS Study by Burning Brain Society Supported by
WHO & Ministry of Health & Family Welfare, India

2| Tobacco in Movies & Impact on Youth ABSTRACT Objective: India ratified the FCTC in February 2004 and also enacted legislation called
³Cigarette and othe r tobacco products Act 2003´ which specifically called for an end to direct and indirect form of tobacco advertisements
Since the enactment of the legislation, the tobacco companies are prohibited from any kind of advertisement Are the tobacco companies
resorting to covert form of advertisement which included product placement in Indian movies? Are myths about tobacco use bein g promoted
through movies? This study attempts to study the actual incidents of tobacco use in the Indian movies after 2003 and als o to have a snapshot
view of the influence it creates on young peoples mind so as to understand the actual impact of smoking/tobacco images on you ngsters
Methods: A qualitative analysis of hundred and ten movies released in 2004 and 2005 was done All the movies were watched by trained
volunteers to identify the instances of brand visibility in Indian movies The association of tobacco with glamour, style and emotions like
stress was also analyzed The specific instances where statements facilitating tobac co consumption and situations where the warning about
consumption of cigarette was mocked also recorded and noted down Response from ˜˜26 youngsters was collected through a surve y
questionnaire to understand the impact of movies on the minds of these peop le and their opinion Trained volunteers from the same age -
group were used for the exercise Results: It was found that the instances of showing smoking/tobacco use in movies have incr eased
significantly to 89% of all movies released in 2004 and 2005 The brand placement has been also increased nearly three folds Tobacco
brands now appear in 46% of movies having tobacco scenes Cigarette companies have almost all the tobacco product placements with two
companies accounting for over 90% of the brand visibil ity Association of tobacco with glamour and style has also been established 75% of
movies having tobacco also showed the main/lead character consuming tobacco The instances of females consuming tobacco in mo vies has
also increased in India pointing towa rds a specific market expansion strategy by tobacco companies using movies as a vehicle It was found
that the general public does not feel that banning tobacco scenes in the movie will affect their decision to watch movies or the quality of
movies A larg e section of people admitted being influenced by movies which could be found in their behaviour like a desire to hold a
cigarette or articles akin a cigarette It was found that favourable images through mass media created a considerable influen ce on youngsters
and increased their receptivity to tobacco use 2

3| Tobacco in Movies & Impact on Youth INTRODUCTION Tobacco is one of the major causes of deaths and disease in India, accountin g for
over eight lakh deaths every year ˜ Tobacco is the second major cause of death in the world It is currently responsible for the death of one
in ten adults¶ worldwide (about 5 million deaths each year) If current smoking patterns continue, it will cause some ˜0 mill ion deaths each
year by 2020 Half the people who smoke to day, that is, about 650 million people - will eventually be killed by tobacco Tobacco is the
fourth most common risk factor for disease worldwide The economic costs of tobacco use are equally devastating In addition to the high
public health costs of tre ating tobacco-caused diseases, tobacco kills people at the height of their productivity, depriving families of
breadwinners and nations of a healthy workforce 2 A question arises that if tobacco is so deadly, why people consume tobacco? Is it natural
for people to consume tobacco or is someone pushing the deadly tobacco? Over a period of time and after a lot of research, it has been found
that tobacco advertisements, sponsorships and promotions are major influences for a person to initiate tobacco consumpti on ˜68 countries
(ratified by ˜˜3 till date) of the world3 who signed the ³Frame Work Convention on Tobacco Control,´ an international treaty of global
dimension, expressed their concern about the advertising, promotion and sponsorship in no unclear term in the preamble itself; it read
³Parties to this convention (are) seriously concerned about the impact of all forms of advertising, promotion and sponsorship aimed at
encouraging the use of tobacco products ´4 From the same concern the Indian government ba nned all forms of direct and indirect forms of
advertising, promotion and sponsorship through a legislation called ³Cigarette and other tobacco products Act 2003 ´ Despite that many
surrogate forms of advertisement continues till date The FCTC also warns about such nefarious designs in its preamble itself and recognizes
the ³need to be alert to any efforts by the tobacco industry to undermine or subvert tobacco control efforts´ and ³the activi ties of the tobacco
industry that have a negative impact on toba cco control efforts ´5 It was found by Burning Brain Society and many other organizations that
tobacco companies are endorsing film stars and producers to place their tobacco products in movies which amount to advertisin g, promotion
and sponsorship6 This brought a realization that if ³Motion pictures´ which are one of the most important mass media tool continue to be
used by tobacco companies to promote tobacco and be allowed to spread the myths about tobacco or present tobacco as a lifesty le and
fashion statement, all other efforts to contain tobacco may also fail A need to assess the actual ground level reality was felt so th at the
impact created on youngsters resulting from tobacco in movies is understood in a better way Assessing movies also present t he actual
scenario about whether tobacco is being associated with emotions like stress, bravery, machismo, fashion, lifestyle, etc; and whether there is
any product placement after the enactment of the anti -tobacco legislation 3

4| Tobacco in Movies & Impact on Youth There can be no doubt that movies, television and mass media have shrunk the world akin a global
village The pervasiveness of the moving images is so high that it now reaches even the remotest of the village The DTH Sate llite has
further increa sed the reach of cable television to the remotest corner Television and movies have become one of the most relied and popula r
 medium of entertainment and education In both, rural and urban India the moving images are seen through movie theatres, cabl e, satellite,
video disks, etc Moving images have become the window to the world For the near 450 million illiterate population of India, who can
hardly recognise words, moving electronic images are the only source of learning and entertainment Under such a scenario the impact
created by the movies and other multimedia program on public mind is massive and indelible in many respects Many fashions, w earable,
style shown in a movie becomes popular overnight in both villages and cities alike now7 Youngsters c an be seen wearing the haircut of
popular actors, wearing clothes like them, carrying bags and badges in emulation of popular character of a hit movie within a matter of days
of its release The superstars are worshiped like demigods and there are many cas es where even temples have come into existence in their
name8 This is the power of moving images in India like most other places in the world The movies have an undeniable power t o leave an
indelible impression on the minds of the people which increase m anifolds when the raw illiterate or semiliterate populace (especially
youngsters) are the recipient of the message delivered through moving images The national broadcaster of India, the Doordars han, even
tries to use this power of the electronic mass medi a communication in a positive way to spread information for public good Products,
brands, trade names etc of many commercial products including those of tobacco are regularly shown and broadcasted over the mass media
in many covert and overt forms The b rand/product placement in the movies is mostly paid for and inserted with the objective to increase the
product¶s sale Movies often show various tobacco brands, trade names and products besides smoking scenes and tobacco use in movies
Like all electronic images it is pointed out by many scientific studies that the images depicting smoking and tobacco use promotes the
harmful and deleterious habit of smoking among youngsters, who happen to be the most vulnerable segment of the society9 The role of
movies in promoting tobacco has been clearly established in many studies˜0 Based on the same premise; this study tries to get a sna pshot
view of the relation and influence of tobacco on people¶s mind especially youngsters This study is imperative in the view th at it is being
done after the ratification by India of the ³Frame Work Convention on Tobacco Control (FCTC)´ and the increased commitment of India to
contain the growth of tobacco, and prohibit all direct and indirect advertisement as well as promotion of tobacco in any form 4

5| Tobacco in Movies & Impact on Youth This study also finds out instances of showing smoking/tobacco in movies after the enactm ent of
³The Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and
Distribution) Act, 2003´ which banned all forms of direct and indirect advertisements of tobacco products It is noteworthy t hat in ˜998,
tobacco companies entered into the ³Master Settlement Agreement´˜˜ with the Attorneys General of 46 states and agreed not to do
product/brand placement in movies The Hollywood producers also expressed their unanimity on the issue In 2003 many actors, producers
and directors talked about self -regulation and said to desist from glamorising any smoking scenes in movies Many directors and producers
had pledged support 9,˜2, 32 This study will find out the effect of the claimed self -regulation and the commitment of the film industry
towards tobacco-free movies by actually finding if any (and the number of, if applicable)32 KEY RESEARCH FINDINGS & RESULTS
PART I - ANALYZING MOVIES - KEY FINDINGS TOTAL TOBACCO CONTAINING MOVIES: 89% of all the movies analyzed
contained tobacco scenes This is significantly higher than the previously reported 7 6% for movies release from ˜990 to 2003 LEAD
CHARACTER SMOKING: The claim of the motion picture producers that tobacco is mostly shown to depict negative characters have been
found to be baseless Around 75 5% of the movies containing tobacco, depicts eit her the male or the female lead consuming tobacco ONLY
THE LEAD CHARACTERS SMOKES: In 2˜ 4% of the tobacco containing movies, it is exclusively only the leading characters who smok e
and no other character is shown consuming tobacco Most of the time tobac co has been associated with glamour and style NEUTRAL AND
NEGATIVE CHARACTERS SHOWN SMOKING: The figures for smoking by negative and neutral characters, both combined comes to
70 4 percent PROMOTING GLAMOUR & STYLE: Of all movies showing tobacco 80 6% of movies created a direct association of
smoking with glamour and association This accounts for 7˜ 8% of all movies PROMOTING ASSOCIATION WITH STRESS: After
glamour, the next commonly shown association is with stress and tension and 62 2% of movies showin g tobacco promoted this association
In total 55 5% of all movies promote this myth FEMALE CHARACTERS SHOWN SMOKING: There has also been an increased
tendency to show female characters smoking and this was 5

6| Tobacco in Movies & Impact on Youth 28 6% of al l tobacco containing movies and 25 5% of all movies This is much higher than the
actual prevalence of smoking among women in India which has been reported at 2 5% among all sections of the society ˜3 TOBACC O
WARNINGS MOCKED AT: In many movies the tobacco warning statements are either specifically or by actions trifled and mocked at
This figure was 30 6% for all tobacco showing movies SPECIFIC SCENES/DIALOGUES PROMOTING TOBACCO: Not only is tobacco
warnings mocked at, 33 7% movies also have visible action s and dialogues which encourage the use of tobacco TOBACCO BRANDS
VISIBLE OR REFERRED: The disclaim by motion picture association and producers about a positive relationship with tobacco comp anies
also appears to be totally false as an alarming and record number of 45 9% of all tobacco containing movies had product shots resulting in
increased visibility of some specific tobacco brands NEGATIVE CONSEQUENCES OF TOBACCO SHOWN: Nil In not even a single
movie tobacco has been shown to have caused any negativ e consequences, not even cough The gravest consequence was a verbal statement
by a character that smoking is not good and often it was followed by another sequence belittling it or an actual smoking scen e Quite often
the leading character is shown with a cigarette in his mouth immediately before or after a heroic action HIGHEST BRAND VISIBILITY:
Most of the brand visibility is for Indian and international cigarette companies operating in India The cigars in its generi c form are also
making entry into In dian cinema (Generic products like Cigar, cigarette, etc with no brand visible have not been recorded as product/brand
placement ) The increased use of tobacco in movies coupled by the soaring level of tobacco brand visibility in the recent mov ies support the
fact that after the ban in India on tobacco advertisements, tobacco companies are using motion pictures as a vehicle of cland estine promotion
 and advertisement of tobacco products in both generic and branded forms PART II - INFLUENCE ON YOUNGSTERS - KEY FINDINGS
GENERAL PUBLIC PERCEPTION: No loss of any artistic or any other quality of motion picture is anticipated by the general publi c The
people also in no way feel that if tobacco depiction is restricted from motion pictures, it would affect their decision to watch movies 96% of
the people feel that banning tobacco will not affect the quality of the movies or their decision to watch them TOBACCO DEPIC TING
PROMOTING TOBACCO AMONG YOUTH: A high percentage of people (57% to 63%) believe that showing tobacco can instigate some
youngsters to consume tobacco Another 25% 6

7| Tobacco in Movies & Impact on Youth to 59% of the people had varying degree of favourable influence created on them after wat ching
their favourite actors smoke on screen 59% of the r espondents admitted using other articles like pen or pencil akin a cigarette in their hand
in emulation of some movie actor TOBACCO BRAND RECALL AMONG YOUTH: There was a high degree of brand recall for the
tobacco brands shown in motion pictures Around 3 3 7% of all respondents were able to recall movies with tobacco brand This increased to
67% among those having some degree of tobacco influence These youngsters could recall either the movie or the brand or both in at least
one movie, proving that tobacc o brand placement in movies and its association with film stars have a high impact and recall value DIRECT
IMPACT OF SMOKING ACTORS: Among the tobacco user respondents, a high 45 percent admitted lighting a cigarette in the style of a
film star and 63% ad mitted holding a cigarette in film -star style This shows that a high percentage of smokers/tobacco consumers are
influenced in some way by the motion pictures The indications are absolutely clear Exposure to smoking in movies promotes t obacco as a
normal behaviour and associates it with style and glamour It creates sufficient influence on many youngsters so as to arise a des ire in them
to smoke Some youngsters who have still not experimented with tobacco still admitted imitating smoking behaviour of th e movie
characters, thinking it to be fashionable and imitable REVIEW AND BACKGROUND DISCUSSION The influence movies create on
youngsters is now quite well researched and documented The impact movies create on promoting tobacco is also now well unders tood It is
known that social learning through mass media is a major factor which contributes to adoption of smoking by young people 23 T he use of
tobacco in television dramas and in movies reinforces misleading ideas that smoking is socially acceptable and d esirable ˜4 Adolescent
exposed to high pervasiveness of smoking in movies associate it with a perceptions that smoking is a normative social and str ess reaction
behaviour˜5 and depiction of smoking in movies and television appears to operate through promot ing more favourable attitudes toward
smoking even among never -smokers ˜6 Movies influence fashion, lifestyles, and represent smoking as an acceptable behaviour Using this
knowledge the greatest tobacco companies have built relationships with Hollywood's a ctors and producers, in order to show smoking and
cigarette brands in films This results in making the teenagers watching these "smoking films" as the most exposed to start s moking ˜7 In
popular contemporary movies, smoking is frequently associated with c haracteristics many adolescents find appealing; such as toughness,
sexiness, and rebelliousness ˜8 7

8| Tobacco in Movies & Impact on Youth A study by Dozier et al showed that in 92% of incidences, smoking had no consequences Th e most
frequent consequence wa s a verbal reprimand Although tobacco is a leading cause of preventable deaths globally, only 0 4% of tobacco
incidences depicted in the movies resulted in death No deaths were caused by disease Characters who smoked tended to be maj or
characters playin g leadership roles They tended to be from privileged elites The study concluded that films portray characters that smoke
as leaders from privileged elites, making smoking more attractive to audience members Because 99 6% of characters suffer no life
threatening consequences from smoking on screen, smokers seem invincible, contradicting tobacco¶s role as a leading cause of pre ventable
deaths ˜9 A question may arise, ³If smoking in movies was a true reflection of the society?´ The answer to this question is a clear ³No ´
Research has documented that smoking was three times more prevalent in movies than in the general population from ˜960 to ˜99 0 20 This
has made smoking in movies as the most powerful pro -tobacco influence on kids today, accounting for 52% of adolescents who start
smoking, an effect even stronger than cigarette advertising 2˜ Feature films can be used in marketing tobacco to adolescents as they are an
acceptable format of communication and young people like going to the movies 28 It has been established that Children who are more
receptive to such exposure are also more susceptible to start smoking 22 It has been found that adolescents who choose movie stars who use
tobacco on- screen are significantly more likely to have an advanced smoking status and more favourable attitudes toward smoking than
adolescents who choose non -smoking stars The portrayal of tobacco use in contemporary motion pictures, particularly by the stars admired
by adolescents, contributes to adolescent smoking 23 Results of two more cross- sectional studies indicated that adolescents were more
likely to have tried smoking if their favourite movie stars smoked on screen 24,25 The young people exposed to movies showin g actors
smoking often identify tobacco with the stress -relieving and social aspects of smoking, despite being well aware of the harmful health
effects Its acceptability as part of a µcool¶ image is also well established Positive images of smoking in the media have t he potential to
down- play the serious healt h consequences of smoking by portraying it in a way that young people interpret as a normal part of everyday
life Such movies and stars also encourage a more neutral or tolerant attitude towards smoking among young people and therefo re act to
counteract other health promotion efforts to reduce teenage smoking 26 Studies show that experience as a smoker appears to further inflat e
the credibility of realistic smoking images, particularly those presented in gritty realism/drama film Pervasive and credibl e smoking scenes
in film also offer support and reassurance to older teens already smoking or having ambivalent views about smoking 27 A cross sectional
study published in the British Medical Journal way back in December 200˜ also showed that smoking scenes in the Hollywood films had a
very strong influence on young minds Prof James Sargent¶s study " Effect of seeing tobacco use in films on trying smoking a mong
adolescents´ showed that 8
9| Tobacco in Movies & Impact on Youth the likelihood of an adolescent tryi ng smoking was directly linked to the number of exposures
he/she had of smoking scenes in the films 28 Sargent and his team also studied adolescents aged ˜0 to ˜4 and found that youth had a higher
risk of smoking initiation as their exposure to movie smoki ng increased, with those youth most exposed to movie smoking being most at
risk Adolescents with the greatest exposure to movie smoking were 2 6 times more likely to try smoking than their peers in t he least
exposed group, after controlling for other fact ors The increased risk of smoking initiation associated with exposure to smoking in the
movies was similar to that of other well -known risk factors, such as having a parent or sibling who smokes This increased risk was seen
across youth of all racial and ethnic groups, in all geographic regions of the country 29 It was also found that even after controlling for the
effects of other social influences, parenting, and personality characteristics of the child; exposure to smoking in movies wa s associated with
smoking experimentation 30 In another previous study, Dr Sargent established that among adolescents there was a strong, dire ct, and
independent association between seeing tobacco use in films and trying cigarettes, a finding that further supports the pre vious findings that
smoking in films has a role in the initiation of smoking in adolescents 30 In 2002, 2004, and again in 2005 the US Centres fo r Disease
Control and Prevention also named tobacco in the movies a major factor in teen smoking The research explains that non-smoking teens
whose favourite stars frequently smoke on screen are sixteen times more likely to have positive attitudes about smoking in th e future
Equally important, exposure to smoking in the movies quadrupled the chance that non -smokers¶ kids would start 3˜ Movies are an obsession
with Indians India produces more than 900 films a year in different languages watched by over ˜88 million viewers every year Satellite
television has increased the reach out to a much larger audience There are more than ˜0 movie channels that telecast movies round the
clock Two of the prominent movie channels reach 35 -40% of the 40 million Cable and Satellite (C&S) households in India each week The
four major general entertainment channels show 5 -˜0 movies a week and reach 60 -70% of the cable and satellite audience every week
Films and film based programming account for 25% to 30% of programming content and are the key viewership drivers for all gen eral
entertainment channels Newly released films are air ed on TV within six months of their debut in theatres, talking them to the remotest
corners of the country The reach of cinema is further increased by the pirated copies of films and it is estimated that 230, 000 people each
day watch a movie illegally in India 32 These facts are tempting for any commercial organisation for the promotion of its products through
moving images Since tobacco and alcoholic beverages companies are cash rich and have fewer options of advertising directly s o they are
more prone t o spend higher amount of money through this mode The added revenue also makes good proposition for the film producers too
resulting in a large number of product placements in motion pictures Over a period of time cigarette companies have develope d
sophisticated campaigns targeting men, 9

˜0 | Tobacco in Movies & Impact on Youth women, and children in different socioeconomic groups Many of these strategies circumven t the
Indian tobacco advertising ban 33 Targeting Children: Researchers at Dartmouth Medical Sch ool found that 38 percent of adolescents who
tried cigarettes did so because they saw smoking in movies, according to a study of 6,522 U S kids ages ˜0 to ˜4 34 At leas t one character
in more than two -thirds of animated feature films produced for childre n over the past 60 years in the United States used tobacco or alcohol
with no indication that the practices were unhealthy Dr Adam O Goldstein reported that of the 50 animation movies reviewed 68 percent
(or 34 movies), displayed at least one episode of tobacco or alcohol use Seventy -six characters smoked for a total duration in all films of
more than 45 minutes and 63 characters drank alcohol for 27 minutes He found that good characters consumed the substances as frequently
as bad characters did The feature-length animated films showed cigar and wine consumption most often, but cigarettes, pipes, beer, spirits
and champagne were also depicted 35 It may be mentioned that India hardly produces any animation movies Most of the animatio n movies
originate from the US and other foreign countries and are dubbed in Hindi or other regional language The depiction of tobacco and alco hol
affect the youngsters and influence their decision to smoke or drink in their future life, the above mention study clearly re ported As cited
earlier a relationship of increased risk of smoking initiation with the greatest exposure to movies showing smoking has been clearly
established across all racial and ethnic groups 29 Another study to evaluate the use of tobacco in Japanese cartoon and comic character
concluded that young adults, adolescents, and children are frequently exposed to smoking scenes in Japanese cartoons and anim ations too
The youngsters are likely to identify themselves with characters of the same sex and age; teens with teen smokers in boys¶ comics; young
male adults with smokers of main characters in the 20s or 30s in youths¶ comics; young women with female smokers in women¶s c omics
This is likely to increase the chances of smoking initiation and an increasin g trend of smoking among teens and young women Comics are a
medium with influence over children and adolescents in many Asian countries Most comics are imported from Japan where comic
magazines sell several million copies every week Popular titles becom e TV animation series or theatrical animated films 36 Japanese
comics and animation movies are popular and circulations are increasing in many countries including India, this raises seriou s questions
Targeting Females ± a new segment in India: Studies sug gest that the tobacco companies specifically position their products to attract
female smokers from all segments, strata and age groups of society The tobacco companies¶ communications targeting females i s carefully
designed for younger women stressing on female camaraderie, self confidence, freedom, and independence; cigarette brands for older
women are tailored to address the needs for pleasure, relaxation, social acceptability, and escape from daily stresses 37 ˜0

˜˜ | Tobacco in Movies & Impact on Youth Smo king is highly prevalent in Hollywood films featuring popular actresses and may influence
young audiences for whom movie stars serve as role models38 and there is enough evidence that smoking by movie stars can play an
important role in even encouraging fe male adolescents to start smoking 39 Direct brand placement and tobacco product promotion: Values
and lifestyles play a central role in the global marketing of tobacco to young adults and tobacco companies are known to crea te associations
between young adult values and tobacco brands 40 It is now well known that owning tobacco promotional items and being able to recall
 cigarette advertisements can double the odds that an adolescent will become an established smoker Movie images associate smo king with
celebrities and depict it as an attractive behaviour 4˜ Evidence exists that adolescent smoking is partially attributable to aggre ssive tobacco
marketing strategies aimed at youths via popular culture One such strategy is to ensure that stars smoke in popular movies Placing products
or brand identifiers in movies is recognized as a standard marketing option to advertise and promote product use 39 above Ad vertising is
generally aimed at creating a "personality" for a product by associating it with favourable s ocial images A brand¶s personality is built with
attractive imagery in magazines, newspapers, and at racing events; which is one way to get brands onto the television screen It affects youth
smoking by associating cigarette brands with images of strength and independence (Marlboro), having a good time (Newport), and sexual
potency (Kool) among other characteristics that appeal to adolescents The ads don¶t have to depict smoking; for example, ads for Newport
(the second most popular brand among adolescent s in USA) show young people having a good time together without showing anyone
smoking Youth smoke highly advertised premium brands; the top three brands among adolescents are Marlboro, Newport, and Came l
cigarettes (In USA) In addition, adolescents are avid readers of magazines and also spend time searching the Internet This adds to the
impact Clearly, mass media plays a prominent role in the life of the contemporary adolescent Adolescents gain information a bout their
world and about smoking by watchi ng celebrity behaviour in the media A person watching a movie rarely gets the impression as if the
smokers are compelled to smoke because of their own addiction The smokers as shown in the movies are, for the most part, aff luent and
powerful and, because of their star status, larger than life, in contrast to real -life smokers who are more likely to be poor Actors smoke in
the context of romance, or to appear tough and personify the bad guy or girl, and also to relieve stress ²all situations adolescents mi ght
aspire to Actors are increasingly endorsing brands when they smoke on screen, even though paid brand placement was eliminate d in
USA 42 Actors who also smoke off -screen are even more tempting branding options for tobacco companies because it is known that quite
often on-camera smoking is influenced by actors' off -camera tobacco use43 and by endorsing such an actor the impact can be doubled
Despite the settlement with the tobacco companies in USA prohibiting brand appearance in movies, the situation di d not change overall
Instead of the tobacco ˜˜

˜2 | Tobacco in Movies & Impact on Youth industry contained, there was a striking increase in the type of brand appearance depicte d, with actor
endorsement increasing from ˜% of films before the ban to ˜˜% after Four US cigarette brands accounted for 80% of brand appearances
Revenues outside the USA accounted for 49% of total revenues for these films, indicating a large international audience This showed that
tobacco-brand appearances are common in films and are becoming increasingly endorsed by actors The most highly advertised US cigarette
brands account for most brand appearances, which suggests an advertising motive to this practice 44 The advertising literatur e notes that
movie product placements are effect ive if the viewer interprets the brand image according to who the character is and how the brand is used
by the character 45 Brand appearances in movies are part of a larger advertising trend that aims to place brands in movies an d television
shows in resp onse to the weakening effectiveness of paid commercial advertising or ban on direct advertising Brand placements are a
particularly effective form of advertising because the public does not view them with the same scepticism as other advertisin g Because
movies are marketed globally, cigarettes placed in movies are viewed by an international audience 46 The tobacco industry und erstood the
value of placing and encouraging tobacco use in films, and the ways to do it While the industry claims to have ended t his practice, smoking
in motion pictures increased throughout the ˜990s and remains a public health problem even today 47 Some people thought that the brand
visibility and tobacco product placement or star endorsement might be just an accident Someone who is ignorant of the issue may be
tempted to say but if the revelation comes from the horses¶ mouth, then little is left to speculation Amir Khan an immensely successful
Bollywood star says that, ³I have been approached many times by tobacco companies with very attractive offers, so far I have refused all
such offers If smoking is harmful to me, how can I recommend it to my fans?´48 Another successful actor Jackie Shroff, who w as a model
for a tobacco company till sometime back claimed that even after his contract with the tobacco company finished he was still being
approached by cigarette companies despite the fact that he being no more interested to endorse any tobacco product Subhash G hai, a
successful film producer and director also claims that he has been approached umpteen times by the agents of tobacco companies for
product placement but he refused 49 Vivek Oberoi, the young star and the new style icon of India also tells a similar story, in his words;
³Three days after the release of my first film, Company, I was called up by several tobacco and alcohol brand (owners) for endorsement,
offering me crores of rupees I was three days old in the industry, but in five minutes I said no to all of them ´50 During a n interview of a
Japanese director, he with out any hesitation claimed to have visited a tobacco factory in Cuba to discuss a script of the movie5˜ he directed
and also about casting a girl designated as Miss Tobacco And so is the story with many successful actors, producers and dire ctors While
those who refuse, tell the story publicly, but the story of hundreds others who succumb to the temptation is never known Those who give in
to financial ˜2

˜3 | Tobacco in Movies & Impact on Youth consideration by tobacco and liquor companies adjust brand visibil ity in their movies and that¶s how
we see movies containing tobacco brands/products so commonly these days With most of the successful movies being dubbed into other
languages, the tobacco companies, especially the trans -national ones, have discovered the gains of product placements The fact that movies
also have an unlimited life and the advertising cost is not recurring clearly adds to the attractiveness of movies as vehicle of promoting
tobacco 52 THE STUDY Objective: India ratified the FCTC in 200453 and also enacted legislation called ³Cigarette and other tobacco
products Act 2003´ which specifically called for an end to direct and indirect form of tobacco advertisements54 Since the en actment of the
legislation, the tobacco companies are prohibited f rom any kind of advertisement We intend to find if they resorting to covert form of
advertisement which included product placement in Indian movies Such product placements and visibility of tobacco in movies creates a
 very high impact on the youngsters a nd children Are myths about tobacco use being promoted through movies? This study also attempts to
study the actual incidents of tobacco use in the Indian movies after 2003 and to have a snapshot view of the influence it cre ates on young
peoples mind so a s to understand the influence and actual impact of showing smoking images in movies on youngsters There are two parts
of the present study In the first part we intended to study the usage of tobacco in Hindi movies released during the year 20 04 and 2005 The
second part of the study was questionnaire designed with an intention to understand the mindset and the popular perception W e interacted
with over one thousand and one hundred youngsters and sought their reaction, opinion and recall on various aspect s of tobacco usage in
movies RESEARCH DESIGN PART I ± ANALYZING MOVIES List of Movies This research goes beyond evaluating only the popular
and successful movies on the basis of the revenue collection or their success and failure by other parameters as th e box office collection can
not be a qualifying yardstick Each movie is produced with an expectation of its being successful So even if a movie is not a success by
some yardstick still it will not lessen its role as an intended mass media ˜3

˜4 | Tobacco in Movies & Impact on Youth vehicle So it was decided to evaluate at least ˜00 of the available movies released during 2004,
2005 The availability of the movies in the video parlours and video libraries was set as a criterion to select the movies at random Factors
analyzed Each movie was evaluated on the basis of the impact created Counting the number of smoking /tobacco scenes was foun d to be
unnecessary as in many cases even a single scene can be of immense significance if it is filmed on a popular star d epicting a positive and
desirable emotion The emotional impact of tobacco depiction is of much greater value than counting the smoking scenes In ma ny cases the
number of scenes may be less but then there may be dialogues supporting tobacco Movies were a nalyzed on the basis of the association
created with emotions, use of positive statements and tobacco facilitating remarks in movies The use of tobacco by lead char acter vis-à-vis
others was also done The movies were also evaluated on the basis of tobacc o usage; smoking/tobacco use by the main protagonists and
female characters; association of tobacco with glamour and stress; statements facilitating tobacco usage and belittling of to bacco warning
The usage of alcohol was also recorded No of movies evalu ated A total of hundred and ten Hindi movies were evaluated at random Forty -
eight of these were released in the year 2004 and sixty -two in the year 2005 PART II ± FINDING A RELATION WITH INFLUENCE ON
YOUNGSTERS The Model It is known that psychological ne eds satisfaction can be communicated without direct reference to cigarettes or
smoking and is so subtle that it is difficult for audience to analyze it easily 55 To unearth the complex emotional desire tr iggered by such
messages in the movies a self admini stered questioner having multiple options was developed The first four questions were about the
respondents profile and were optional The last ten questions were valid only for respondent¶s already consuming tobacco Two questions
required one word or a single line answer, depending on recall and could be left un -responded The complete questionnaire was also put on
the website of Burning Brain Society (www burningbrain org) and response sought In the first week, fifty four people replied and their
responses were used to validate and fine -tune the questionnaire After evaluation of the response through the website, questions were re -
serialised and some questions were rephrased Some questions which were earlier in the questionnaire were dropped altogether from the
rephrased questionnaire for not being of any importance ˜4

˜5 | Tobacco in Movies & Impact on Youth The Questions and their rationale The subjects on which opinion was sought included quest ions
asking; ˜) If the respondent could recall any tobacco br and seen in the movie? This was to see the impact or brand recall factor of any
tobacco products which was visible in the movie The respondents were also asked to name the movie/brand in the next question 2) If the
respondent ever felt a desire to smoke or just hold a cigarette in his hand? The next question asked if he/she had ever held any article like
cigarette so as to emulate any film actor smoking The answers to these questions provide the real cue of the influence movie s cause on
young minds and also of acceptability of tobacco in their lives Those answering ³Yes´ to any of these three questions could be put in the
high risk group 3) If the respondent felt that people follow movie stars in smoking? The answer to this question provides an indication
about the impact of showing tobacco on his/or her mind projected through another person 4) If the respondents felt that by n ot showing
tobacco in the movie the quality of the movie be affected in any way or it would affect his decision to watch the mov ie? The answer
provides cue to the importance and seriousness a regular movie viewers attach to the expression of emotions, situations, etc because of
tobacco usage and how important they think it is to show tobacco in movies The answer to this question is an indicator to the importance
general public gives to tobacco in movies 5) There were questions to know whether they had ever consumed tobacco or any of t he family
members consume tobacco? Those who answered in affirmation about their using tobacco, t hey were asked to answer another ten questions
asking about the quantity of tobacco they smoked and if they had ever lighted a cigarette in the style of any film actor The y were also asked
about if they thought that movies influenced their smoking initiat ion The answers to these questions give a reasonable idea about the
influence and impression created on a lay persons mind The evaluated responses provide an indicator about the role of mass m edia images
in influencing youngsters to have a favourable ima ge of tobacco which pushes them towards the actual consumption of tobacco Process of
data collection, respondents and validation There were a total of ˜˜26 respondents The questionnaires were self administered in presence of
a neutral facilitator (a volu nteer for all physical collection of the questionnaire) of the same age group and socio -economical background
The collection of the questionnaire was done on -the-spot Survey was also made available through internet Only one response per IP
address was a cceptable and was screened for geographical location based on the IP address of the respondents ˜5

˜6 | Tobacco in Movies & Impact on Youth Incomplete questionnaires or more than one received from the same IP address were discard ed (58
responses discarded) On ly the first completely filled form received from any IP address based in India was accepted Out of a total of ˜˜26
respondents, 204 valid responses were collected through Internet and 922 collected physically The mean age of the respondent s was ˜6 7
 years with a mode of ˜7, having a range of ˜6 from ˜˜ to 27 Most of the respondents were from urban or rural schools and colleg es based in
Chandigarh, Himachal Pradesh, Haryana & Punjab and admitted regularly viewing television and motion movies Age Group: 0-˜3 ˜3-˜8 ˜8
+ Total Total Number (n) 207 650 269 ˜˜26 ˜6

˜7 | Tobacco in Movies & Impact on Youth DATA ANALYSIS AND RESEARCH FINDINGS The research has been divided into two parts
and both are analyzed separately Part one deal with the analysis of movies rele ased in 2004 and 2005 and part two analyzes and evaluates
the responses received from the answers of the youngsters PART I - ANALYZING MOVIES From a total of hundred and ten movies forty -
eight of these were released in the year 2004 and sixty -two in the year 2005 Parameter observed and evaluated Number of As As movies
percentage percentage displaying of total of movies the movies showing evaluated (Total ˜˜0) tobacco parameter (Total 98) Mov ie showing
smoking situations or 98 89 ˜% ˜00% tobacco use Main p rotagonist consuming any 74 67 3% 75 5% tobacco product in the movie Villain
and/or other important 69 62 7% 70 4% character consuming tobacco in the movie Female characters consuming 28 25 5% 28 6% tob acco
in the movie Style and glamour associated with 79 7˜ 8% 80 6% smoking or tobacco use Concept that tobacco reduces stress 6˜ 55 5%
62 2% supported in the movie by any oral or visible actions of the actors Dangers of tobacco consumption 30 27 3% 30 6% trifl ed and
belittled in any scene in the movie Any Pos itive statement promoting or 33 30 0% 33 7% facilitating the acceptance of tobacco consumption
Display of any specific brand of 45 40 9% 45 9% tobacco or verbal mention of the brand name in the movie ˜7

˜8 | Tobacco in Movies & Impact on Youth Movies Showing To bacco Yes Shows Tobacco No Tobacco No Tobacco ˜˜% Yes Shows Tobacco
89% Lead Star shown consuming tobacco (Among all tobacco incidents) Protogonist consumes tobacco Other character smokes Other
characters smoke 33% Protogonist consumes tobacco 76% ˜8

˜9 | Tobacco in Movies & Impact on Youth Tobacco in Movies ˜20 Total Movies ˜˜0 Movies showing tobacco ˜00 98 The Protogonist
consume tobacco 79 80 Villian or other important 74 character consume tobacco 69 Female characters Number of movies consume t obacco
6˜ 60 Association with Style and glamour 45 Association with stress 40 33 30 Dangers of tobacco 28 belittled 20 Positive statement
promoting tobacco Specific brand placement 0 Evaluated parameter ˜9

20 | Tobacco in Movies & Impact on Youth Associating tobacco with glam our Seventy nine of the hundred and ten movies presented smoking or
tobacco with glamour and style Movies associating glamour with tobacco accounted for 80 6% of all the tobacco showing movies and
7˜ 8% of movies release in 2004 -5 Glamour incidences were the one¶s where tobacco was used in situations and by characters projected as
glamorous or smoking was used so as to relate it with a positive style as if smoking was a style statement and something desi rable
Association of tobacco with glamour Tobacco a ssociated with glamour and style Movies without an association Tobacco associated with
glamour and style 8˜% Prominent among such movies are; Bunty Aur Bubly, Yuva, Musafir, Aab Tumareh Hawaley Watan Sathion, Bac h
ke Rehna Re Baba, Choclate, James, Kaal, K hamoshh, Lucky, Padamshree Laloo Prasad Yadav, Tere Naam, etc ³Bunty aur Bubli´ features
Amitabh Bachchan, (the Indian superstar who also has a temple in his name by his fans) Abhishek Bachchan (his real life son) and Rani
Mukherjee All the three charact ers smoke in the movie with full glamour and style Amitabh Bachchan is shown smoking bidi (Indian
rolled temburni leaf with dried tobacco) with great fondness and at one instance even claims that bidi makes his brain works faster 20

2˜ | Tobacco in Movies & I mpact on Youth Another movie ³Pyaar Mein Twist´ shows a middle aged hero as a successful businessman who
smokes cigar in style with great fondness and so does another important character who also plays a successful businessman In ³Yuva´, a
movie on young aspirations; the male lead is shown smoking with passion and as a powerful statement of assertion The movie ³Let¶s
Enjoy´ also projects the same theme ³Aab Tumareh Hawaley Watan Sathion´ is a movie about dynamic young officers and Akshay K umar
who plays an Army officer is shown smoking with an unusual style This style became a hit with a lot of youngsters Incidentally Akshay
was also the brand ambassador for ³Red & White´ a cigarette brand The first scene of many movies open with a shot of cigar/c igarette,
³Chocolate´ is one such movie The first scene focuses on a hand holding a cigar The first scene after of ³Kismat´ after the titles and
featuring the male lead, Bobby Deol begins with a smoking scene in a police station The first appearance of the h ero is with a cigarette He
smokes with a style and appears to be macho because of smoking ³Tum Ho Na´ featuring Jackie Shroff also opens with a cigaret te scene
and so does ³Khauff,´ ³Siskiyan´ and ³Jo Boley So Nihal,´ all opening with the female characte rs holding cigarette When only good
people smoke: Many times some film makers argue that display of smoking is necessary and often used only to make the bad char acters and
the villains more significant This, as we have seen above, is a forceless argument as we can deduct from the above mentioned figures In
75 5% of the movies showing tobacco, it is the lead characters who consume tobacco in the movies and in 2˜ 4% of these, it is exclusively
only the leading characters who smoke and no other character is shown consuming tobacco Most of the time tobacco has been associated
with glamour and style Examples: In movie ³Yahaan,´ it¶s only the hero and his associates who smoke They are shown as brave army
people None of the terrorists or negative characters smokes Every army officer right from the General to the Captain is shown smoking at
one time or another In the movie ³Elaan´ it is once again only the lead characters who smoke and drink, the villain or any o ther member of
his gang neither smokes nor dri nks Similarly in ³Aab Tumareh Hawaley Watan Sathion,´ a movie featuring the Indian super star Amitabh
Bachachan and the popular hero Akshay Kumar, it¶s only the young army officer who smokes and shows bravery while smoking ciga rettes
Once again none of t he negative character used tobacco Another popular movie ³Dus´ also depicted only the hero smoking cigarettes
There are 2˜
22 | Tobacco in Movies & Impact on Youth many other such movies, like, Film Star, Koi Mere Dil Mein Hai, Lucky, Main Hoon Naa, Mur der,
Rain, Raincoat, Shabd, etc where its only the lead characters, projected as good person who smoke In these films no negative character
(who comes out as a loser in the end) is shown consuming tobacco Relating tobacco with stress A sizeable number of movi es related
tobacco with stressful situation and thereby projecting tobacco as a panacea to all kinds of stress and tension The false as sociation of
tobacco as a stress reliever has been created in sixty one of the hundred and ten movies analyzed For exam ple in ³My Wife¶s Murder,´ a
successful movie, the male lead as well as an important female character is shown smoking in tense moments In another movie, ³Koi Mere
Dil Main Hai,´ a father advises his son that whenever he feels tense he may smoke In anoth er movie ³Shabnam Mausi´ a politician
anxiously waiting for his polling result is shown smoking under tension Similarly ³Elaan,´ ³Topless,´ ³Bachke Rehna Re Baba, ´ ³Double
Cross Ek Dhoka,´ ³Dansh,´ ³Plan,´ ³Chocolate,´ ³Fareb,´ ³Julie,´ Shabd,´ ³Main Aisa Hi Hoon,´ etc all promotes sequences where
tobacco or smoking is shown as stress reliever The association of stress with smoking are too many and absolutely unnecessar y
Associating of tobacco with stress Tobacco associated with stress No direct associa tion Tobacco associated with stress 62% 22

23 | Tobacco in Movies & Impact on Youth Interestingly two movies with the same storyline were produced in 2005 ³Dansh´ and ³Sisk iyaan´
with the same story did not have the same character smoking in the movie While i n Dansh, only the male lead Kay Kay Menon smokes but
in ³Siskiyaan,´ only the female lead Neha Dhupia smokes The female lead smokes ³Marlboro´ brand of cigarette under stressful situation
and otherwise too This particular instance shows that storylines a re often compromised to accommodate smoking and no emotion is
depicted by showing cigarettes The association of tobacco with stress is factually and scientifically incorrect There are n o medical studies
to even point that tobacco reduces stress The asso ciation of tobacco with stress only promotes the tobacco industry marketing theme that
smoking/tobacco reduces stress It¶s a scientific fact that tobacco is the major cause of hypertension and increased the chan ces of an
infraction many folds Mocking at warning and promoting tobacco Movies do not just stop at promoting a tobacco brand or smoking Many
go a step further and even have elaborate and many times complex sequences sending a favourable message promoting tobacco
consumption Quite often the smoki ng warnings are mentioned in such a way as to trifle and mock them Belittling Tobacco Dangers
Mocking at warning statement Others Mocking at warning statement 3˜% 23

24 | Tobacco in Movies & Impact on Youth At least 30% of the total movies and 33 7% of those w ith smoking incidences had a positive
dialogue/action facilitating tobacco consumption and 30 6% movies had a sequence which made fun of the dangers of tobacco or belittled
the warning statement A few 2004 -05 movies, having statements/visuals specifically promoting and facilitating tobacco and /or mocking at
the dangers of tobacco consumption are; Padamshree Laloo Prasad Yadav, Yuva, Siskiyan, Tere Naam, Yahan, Page 3, Parineeta, B achke
rehna Re Baba, Double Cross, Koi Mere Dil Mein Hai, Let¶s Enjoy, Masti , Madhoshi, Hum Tum, etc Belittling tobacco warnings is not a
new trend A movie recently (October 2005) shown on Doordarshan, ³Johnny Mera Naam´ (A successful movie of 70¶s) had a scene where
the hero (Dev Anand) offers a cigarette to villain (Prem Nath) , the villain refuses saying that, ³I don¶t smoke because cigarettes cause
cancer ´ The hero goes ahead and lights the cigarette despite the villain admonishing him It¶s a counter productive warning statement The
hero is the one who is brave, honest, han dsome and smart Hero is the on who wins in the end with a cigarette in his hand and it¶s the villain
who looses despite not smoking It¶s a clear and deliberate situation belittling the warning Positive Statement Facilitating Tobacco
Consumption Movies with a positive statement about tobacco Others Movies with a positive statement about tobacco 34% Similarly in
³Kaal,´ a movie released in 2005 one of the important character refuses the cigarette saying ³It kills,´ but in the same sequ ence of scenes he
lights a cigarette, puffs it and again says, ³It kills ´ Strangely in the next scene the character who offered the cigarette is killed for reasons
other than smoking It is an established fact that experimenting is the first step to full fledged smoking addic tion One of the lead actors
experimenting with the cigarette (while some other smokes) though he does not smoke is a positive and provocative sequence 2 4

25 | Tobacco in Movies & Impact on Youth A 2005 release ³Parineeta´ had a scene where the female lead asks the hero not to smoke because it
is not good for him but the hero answers that he is mature enough to understand about what is good and what is bad for him an d continues to
smoke In ³Nazar,´ a movie released in 2005, a minor character is shown smoking in the hospital and the nurse there admonishes her against
smoking to which she replies that if one has to die, one will die anyway and in the next sequence she is shown murdered ³Hum Tum,´ a
super hit movie of 2004 had a scene where the hero offers the female lead a cigarette stating that those who have never smoked can not
understand the pleasures of smoking In this movie too this is a clear instigation to experiment with smoking There are m any such movies
instigating experimentation and at the same time also showing some cigarette brand at the subliminal level Some of them are Hum Tum, C
U at 9, Kaal, Padamshree Laloo Prasad Yadav, etc In another movie, ³Padamshree Laloo Prashad Yadav,´ th e hero (Suniel Shetty) offers a
cigarette to a person (two different sequences) and on refusal by the person to smoke claiming that he had never smoked befor e, the hero
instigates him In a catchy dialogue sequence the hero asks him that the way you learne d about other things in your life and the way you
learned producing children, the same way you should also learn to smoke In ³Let¶s Enjoy,´ (released 2004), there are elabora te dialogues
praising cigarettes and claiming it to be ³Babaji ka prashad´ (Divin e potion) ³Bachke Rehan Re Baba,´ shows a main character consuming
³Gutka´ (Chewing tobacco) in many situations and is shown obsessively attached to tobacco He praises the taste of ³Gutka´ ma ny times in
the movie In ³Page 3,´ released in 2005, a police officer admonishes a journalist about smoking and in the next sequences the journalist
lights the cigarette of the police inspector and both laugh over the previous warning In another movie (Koi Mere Dil Mein Ha i) the father
asks his son to smoke whenever he feels tense Besides there are many movies where a character is smoking and consuming alcohol (doing
both), he/she is admonished about not drinking but not about tobacco consumption Some of such sequences are in Bardaast, Cha ahat,
 Madhoshi, etc These scenes are only illustrative in nature and not an exhaustive list In the movies showing tobacco at least 33 7% movies
had a positive dialogue/action facilitating tobacco consumption and 30 6% movies had a sequence which made fun of the dangers of tobacco
or belittled the warning statement Promoting smoking among females Fewer females smoke in India except among certain socioec onomic
groups and in some geographical pockets, whereas the west has a large consumer segment in the form of female smokers It is a well known
fact that tobacco companies strive 25

26 | Tobacco in Movies & Impact on Youth hard to increase this potential segment and is always positioning some of its products sp ecifically for
women 56 At least 25 5% movies showed females consuming tobacco in movies released in 2004 and 2005 This constitutes 28 6% of
movies showing tobacco This is significantly higher than any of the previously reported rate of showing smoking by females i n Indian
movies The last WHO study done in 2003 reported that femal es shown smoking on television varied between 2 5% to 8% for the movies
shown on television 57 Female Characters Consuming Tobacco Female characters consuming tobacco Others Female characters consu ming
tobacco 29% In many movies, the female leads are shown smoking with a atypical style, prominent among such movies released in 2004 -5
are Siskiyaan, Main Aisa Hi Hoon, Chameli, Aan, Bunty Aur Babli, Khamoshh, Sauda, Topless, Tum Ho Na, Ab Bas, C U at 9, Chaah at,
Double Cross, Jo Bole So Nihal, Julie, etc ³Bun ty aur Babli´ female lead Rani Mukherjee smoked cigarette in such a style that many young
girls can be seen emulating her In a school where we got some of our questionnaire filled up, many girls happily emulated th e way Rani
smoked In another movie, ³Mai n Aisa Hi Hoon,´ the female lead smoked with style amid 26

27 | Tobacco in Movies & Impact on Youth a clearly visible cigarette brand in at least one scene Another movie Siskiyan also had the cigarette
brand clearly visible many times and so was there in C U a t 9 In Chahaat, the female lead smokes a popular brand of cigarette on many
occasions and during stressful situation and so does the female lead in ³My Wife¶s Murder,´ ³Chocolate,´ ³Double Cross,´ Ek H asina Thi,´
³Julie´, etc In one movie ³Topless,´ the male star asks his wife as why she doesn¶t light her own cigarette instead of sharing his cigarette
Many movies opened with the female character smoking cigarette in the first scene itself Movies like Siskiyan, Khauff comes in this
category It has been noted that in almost all the instances showing females smoking, the female character is either the glamorous lead or a
rich female belonging to high class society An association of beauty, success, emotional and physical toughness, independenc e and
rebelliousness have often been associated with female smoking In many instances even the cigarette brand has been deliberately sho wn at
the subliminal level This gives enough indication that such product placement is a well though out strategy in many cases T obacco
brand/product placement and visibility The 2003 study on the tobacco use in Bollywood films reports that during the ˜2 years from ˜990 to
2002 only 62 brand exposures were recorded, accounting for only ˜5 7% of the movies 58This was before the restr iction on direct or
indirect form of tobacco advertisement under the anti -tobacco legislation, enacted in 2003 and which came in force from 2004 The equation
seems to change absolutely now Among the movies assessed for 2004 -05 at least 40 9% of the movie s have either a tobacco product brand
appearance or there was a verbal mention of the tobacco brand name The figure comes to 45 9% of all movies with tobacco Thi s is
significantly higher than any earlier reported brand placement instances anywhere Most of these brand placement efforts are in the form of
cigarette packets shots, though there are at least two instances where there is a verbal reference of the cigarette brand In the movie
³Yahaan,´ a movie about young and brave army officer, a female chara cter asks for a cigarette and then specifically asks about the brand of
the cigarette in an interesting manner and the officer replies, ³Benson,´ the colloquial name by which ³Benson & Hedges´ bran d of
cigarettes are known 27

28 | Tobacco in Movies & Impact on Youth Similarly in the movie ³Chameli´ the hero Rahul Bose specifically asks for the brand ³Benson
lights´ after being offered ³Marlboro ´ Tobacco product placement Tobacco brand visible Others Tobacco brand visible 46% Prom inent
movies which show cigaret te packet shots are; Swadesh, Musafir, Padamshree Laloo Prasad Yadav, Main Aisa Hi Hoon, C U at 9, Siskiyan,
Chameli, Ek Hasina Thi, Hazaron Khwaishein Aisi, Jaago, James, Kaal, Khamoshh, Khakee, Lucky, Maqbool, My Wife¶s Murder, Rog,
Siskiyaan, Tere Naam, Zehar, etc In movies like Swadesh, Musafir, Siskiaan, Lucky, Padamshree Laloo Prasad Yadav, etc there are some
very close up shots of the cigarette packets They are even longer than a normal advertising spot and certainly associated in such a way that
a person who has never been exposed to tobacco products also registers them 28

29 | Tobacco in Movies & Impact on Youth Over 90% of all the brand appearances are mainly of two tobacco companies, Phillips Morris
(Marlboro) and ITC (Wills and Gold Flake) Almost all the brand appearances for Marlboro were in movies which were of big bud get and
featured popula r stars Marlboro brand was always placed in the hands of the leading male or female character ITC brands were not so
prominently placed and were mostly seen in medium budget movies, like Rog, Zehar, etc Unlike Marlboro shots, ITC products we re
handled even by other characters and visible in the hands of minor characters too Certainly Phillips Morris has a long history and
experience of product placement in Hollywood and other International movies59 this experience seems to be fully used by the t obacco
company PART II - FINDING A RELATION WITH INFLUENCE ON YOUNGSTERS ASSESSING AND ANALYZING RESPONSES
Importance of tobacco in movies; public response: It is important to find out that how people perceive tobacco depiction in m ovies Whether
they thought it to be important ingredient of expression and also if they though that by not showing tobacco in movies it might even affect
their decision to watch movies Since most people are not aware about the research on tobacco and are even not aware about th e exact
science of tobacco, except for the fact that they have an unclear idea that it is somewhat injurious to the health We asked more basic
questions which all of the respondents could answer and could be easily interpreted Effect of restricting tobacco in m ovies Restricting
 tobacco in movies will not affect either the quality or the decision to watch the movies May affect 4% Restricting tobacco in movies will not
affect either the quality or the decision to watch the movies 96% 29

30 | Tobacco in Movies & Impact on Youth On asking the respondents, if they thought that the quality of movies would be affected by
restraining movies from showing smoking scenes/tobacco 96 ˜% respondents said that banning tobacco in movies will not affect the quality
of movies in any way Only 43 respondents thought otherwise and 36 of them were either smokers or had a person in his/her family who
consumed tobacco The second question asked was, if restricting tobacco depiction would affect their decision to watch movies Again over
96 6% respondents said that it would not affect their decision to watch movies Only 38 respondents thought otherwise; out of wh ich 30
were either smokers or had a member in the family consuming tobacco It shows that the common man is not concerned about any
creativity/artistic freedom/commercial freedom or the quality of movies being affected by non - depiction of smoking/tobacco in movies
Understanding the influence on youngsters: We employed two different methods in our survey to arrive at a clear idea abo ut the influence of
tobacco scenes on youngsters We had a set of indirect questions in the form of general opinion and another set of direct que stions Both the
responses are presented under the head ³Opinion´ and ³Actual admitted influence ´ The figures below show the impact of tobacco in movies
on he young minds Opinion: A total of 62 9% respondents were of definite opinion that showing tobacco in movies can influenc e some
youngsters to smoke In response to another question, 57 5% respondents further s aid that some youngsters may be actually following the
movie stars in smoking as they do in fashion and other things Actual admitted influence: Four related questions were asked f rom the
respondents to understand the influence tobacco creates on them We asked; if they ever got impressed by the way film star smoked; if they
had felt the desire to smoke; did they ever felt a desire to hold a cigarette in their hand with a style and if they had ever held an article like
pencil/pen like a cigarette in emulati on of any film star Respondents Percentage Question say ³Yes´ say ³Yes´ Got impressed by the way
an actor 398 35 3% smoked Felt a desire to smoke in their style 289 25 7% Not smoked but felt a desire to hold a 5˜3 45 6% ci garette Held
other article of the kind pencil/pen 668 59 3% etc like a cigarette pretended to smoke 30

3˜ | Tobacco in Movies & Impact on Youth 35 3% of the youngsters admitted being impressed by the way one or another star smoked on screen
and 25 7% admitted having felt a desire to smoke in their style 45 6% admitted that even though they have never smoked but still they did
felt the desire to at least hold a cigarette in their hand A large number of youngsters, 59 3% admitted holding articles lik e pencil, pen, etc
like a cigarette and pre tending to smoke a cigarette in emulation of a film star Out of these 48˜ under ˜8 youngsters answering in
affirmation, 48 4% admitted of having at least one member of his/her family consuming tobacco or having tasted tobacco This puts them
into a very high risk group Such a high number of youngsters admitting holding an article akin a cigarette points towards their favourabl e
attitude towards tobacco and is certainly alarming This pushes the impressionable youngsters to the edge Since these childr en and
youngsters openly admit being impressed by the smoking film stars so under such a scenario any added risk factor like peer pr essure, easy
access, tobacco companies¶ incentive, etc is enough to push these highly vulnerable kids into tobacco addiction E ven if all the indirectly
admitted impression created by smoking movie stars is ignored for discussion sake still the figure of over 25% youngsters adm itting having
a desire to smoke at least once in the style of their favourite actor, in itself, is fright ening Considering that India is a young country and
approximately 500 million people are under ˜8, we can easily estimate that much over ˜25 million of the children and youngste rs fall into
the high risk category and tobacco depiction in movies appears to be one of its major causes Recollection of tobacco brands in movies by
youngsters: A high 33 7% of youngsters recalled at least one movie showing a tobacco brand These respondents could correctly recollect
the name of the movie showing a tobacco product , or the tobacco brand or both Out of these respondents 67% had a member in their house
who was a present smoker or the respondent had himself experimented with tobacco and 72% of these youngsters were under ˜8
Recollection of any tobacco brand visible T otal Age-Group Up to ˜3 ˜3-˜8 ˜8 + 45 243 9˜ 379 All respondents (˜˜26) 2˜ 7% 37 4% 33 8%
33 7% Youngsters having some 35 ˜48 7˜ 254 degree of actual tobacco exposure (546) 42 7% 47 7% 46 ˜% 46 5% 3˜

32 | Tobacco in Movies & Impact on Youth Whether the brand re cognition preceded the experimentation with tobacco or otherwise could not be
ascertained However a large number 33% of these answering respondents who had no direct exposure to tobacco could also recol lect
tobacco brand in movies Tobacco brand recall th rough movies Below ˜3 years of age ˜3 to ˜8 years ˜8 years and above Respondents with
previous ˜48 35 7˜ exposure to tobacco (Total 546) Category 243 45 9˜ All respondents (Total ˜˜26) 0 50 ˜00 ˜50 200 250 300 3 50 400
Number of respondents Impression on pe ople currently consuming tobacco: A total of ˜68 respondents reported being regular smokers and
˜36 admitted having an occasional puff (whom we consider as smokers) Another 77 said that they were ex -tobacco users i e they are
presently not consuming any tobacco product (smoking, chewing, snuffing and others; all included) and 37 said that they consume other
tobacco products Youngsters with some degree of exposure to Up to ˜3 -˜8 ˜8 + Total tobacco ˜3 Parents or a family members living in the
same 62 20˜ 60 323 house consume any tobacco product 30 0% 30 9% 22 3% 28 7% Smokes 2˜ 93 54 ˜68 ˜0 ˜% ˜4 3% 20 ˜% ˜4 9%
Don't smoke but had an occasional puff ˜6 84 36 ˜36 7 7% ˜2 9% ˜3 4% ˜2 ˜% Consume other tobacco products (exclusively/in add ition
to) 3 ˜3 2˜ 37 ˜ 4% 2 0% 7 8% 3 3% Ex-Tobacco user and had quit now 2 42 33 77 ˜ 0% 6 5% ˜2 3% 6 8% 32

33 | Tobacco in Movies & Impact on Youth A total of 25˜ out of these people opted to fill the portion of the survey form which was exclusively
for people who had at any point of time consumed tobacco or were current tobacco users There were four specific questions asking if they
had ever lighted a cigarette in the style of a film star or held a cigarette in the style of a film star Their attitude on i f they considered
smoking to be a style statement was also sought and if they thought that watching film stars smoke was a reason for their good opinio n about
tobacco ˜˜3 of the 25˜ respondents or 45% admitted lighting a cigarette in the style of a film star, ˜58 or around 63% ad mitted having held
 a cigarette in the style of a film star at least once ˜44 or 57 4% of the respondents thought smoking to be a style or fashi on statement and 76
of these respondents thought that movies can be one of the reason for their this favourable impression about tobacco Tobacco users
response Under ˜3 years ˜3 to ˜8 years old Above ˜8 ˜60 ˜40 55 Number of Respondents (Total 25˜) ˜20 59 ˜00 39 80 24 87 60 76 62 40
43 20 ˜2 ˜6 9 9 0 Lighted cigarette in filmi Held cigarette in filmi style Consider smoking to be May be movies was one of style fashionable
the influence Respondents say "Yes" on questions It is worth noting that while around 63% of the respondents among tobacco us ers
admitted having held a cigarette in the style of the film stars while only 45 6% from the consolidated respondents had said that they felt a
desire to hold a cigarette in the style of film stars This significant increase in percentage of admission by people who had experimented with
tobacco about holding a cigarette in the style of film stars is worth taking note of This shows that there is a strong influence created by the
smoking film stars on youngsters 33

34 | Tobacco in Movies & Impact on Youth CONCLUSION Depictions of tobacco in Indian movies have increased significantly after the
tobacco control legislation came into force The product and brand visibility of tobacco product circumventing the advertisin g ban has also
increased substantially An erroneous relationship of tobacco with certain behaviour and emotions is being created in the movies Such
associations are scientifically incorrect and were earlier also promoted by tobacco companies in their advertisements It has been found that
the youngsters get considerably influenced by tobacco visibility in moving images Th ere is also a high recall of tobacco brands visible in
movies The favourable impression created by movies showing tobacco is so high on the youngsters that nearly half of all the youngsters
desired holding a cigarette in their hand For tobacco control ef forts to succeed, this high impact on young minds and erroneous association
with certain emotions and behaviour patterns must be broken A comprehensive ban on showing smoking or any form of tobacco
consumption in electronic images or any other media will prove to be an effective step in this direction FURTHER DEDUCTIONS It is
quite unfortunate that despite all the indirect and direct advertisement being banned by special anti -tobacco legislation, it still continues
through medium like television and movie s which have a gigantic impact on the young people Equally unfortunate is the fact that artists and
movie producers have without the proper application of their intelligence, allowed them to be used as a mere puppet in the ha nds of cash
rich tobacco compa nies There are hundreds of scientific studies which prove only one thing; that; ³Movies have a considerable influence on
the youngsters and moving images are one of the major factors influencing children and youngsters to start smoking ´ The depi ction of
tobacco in movies can not be said to be accidental or ignorance In 2003, when for a complete year W H O focussed on the iss ue of
Tobacco in movies,´ many producers had (then) expressed their ignorance on the issue Many producers were sensitized on the i ssue and
many had publicly said that they will now (from then on) take care All such statements proved to be a mere rhetoric The num ber of tobacco
incidents and brand/product placement have since increased many folds This is not ignorance but deliberate Under the international
commitment of the WHO global health treaty, Article ˜(c) of FCTC defines tobacco advertising and promotion as any form of com mercial
communication, recommendation or action with the aim, effect or likely effect of promoting a toba cco product or tobacco use either directly
or indirectly Tobacco sponsorship in FCTC Article ˜(g) is defined as any form of contribution to any event, activity or indi vidual with the
aim, effect or likely effect of promoting a tobacco product or tobacco u se either directly or indirectly 34

35 | Tobacco in Movies & Impact on Youth It is known that even without making a direct reference to smoking/tobacco a psychologica l need-
satisfaction relationship can be created 55 Whenever smoking and tobacco images are sho wn in association with any previous branding
philosophy/tactic used by some tobacco company, even though it is scientifically incorrect it clearly amount to advertising a nd/or promotion
of tobacco All the emotional associations created with tobacco are fa lse and erroneous and not based on any scientific facts Tobacco,
whether shown with product/brand shot or in generic form or not, but if shown in association with any such erroneous emotiona l
emotional/behavioural situation, it amounts to promotion of tob acco Tobacco companies are clearly targeting the underdeveloped countries
like India, where the branded manufactured cigarette use is low (approx ˜˜7 per capita compared to ˜030 globally) for their u ntapped
potential Movies, television and other mass med ia and multimedia tools appear to be the most effective vehicle for their objective Since in
India and other such underdeveloped countries the literacy rate is too low so for most of these people, what is seen is often believed and
followed Movies and te levision is their window to the world What they see, they believe Mass media and movies are an unfortunate but
very powerful tool in the hands of tobacco companies It is like a razor in the hand of a monkey False association of tobacc o and smoking
with glamour, bravery, success, stress etc needs to put to an end immediately if the tobacco control efforts have to succeed and if millions
of lives are to be saved There is no scientific evidence that tobacco consumption makes a person brave, appear machis mo; on the contrary
and according to scientific evidence tobacco is known to make a person impotent and holding a cigarette in mouth is a psychol ogical
indicator of insecurity It is shown that people smoking lok beautiful and smart whereas the fact is tha t tobacco deteriorates the skin texture
and is responsible for hundreds of ailments Does it improve the social acceptability of a person as shown in movies; no, not at all rather it
reduces the acceptability of a person in certain groups and is forbidden in many societies; tobacco users are known to suffer from a feeling
of guilt too It on no account makes a person successful and rather tobacco consumption adds to the poverty There is no asso ciation of
tobacco with glamour too and on the contrary it redu ces the quality of life and on an average 22 productive years from one¶s life There is no
way tobacco can reduce stress; scientifically it increases the chance of hypertension and vascular and myocardial infraction by many folds
These false projections a re made popular by motion pictures which must be countered without any further delay Unfortunately the
electronic communication has been used unchecked in past as a tool to promote harmful products like tobacco and this has resu lted in great
loss of life The promotion of harmful substances like tobacco through mass media is undeniably against the established research of science ¶
 against the direction provided by the Indian constitution and has the regrettable ability to degenerate the young people and hence the future
of India and any civilization of the world 35

36 | Tobacco in Movies & Impact on Youth Tobacco is not ³Just another product ´ Tobacco is a deadly product which kills Though to bacco
kills a little slower than other drugs but it surely does kills The public has a right not to be misled by false speech and expression under the
guise of freedom of speech and expression The international commitment and agreement reached among ˜68 countries of the worl d was
achieved after years of negotiation and eva luation of tons of scientific data ˜68 countries have actually signed the FCTC, ˜˜3 have ratified
it and the international treaty of global dimension specifically provides for a comprehensive ban on ³advertising, promotion and
sponsorship´ as quoted above Tobacco depiction in movies most of the times amounts to sponsorship and/or advertisement Pushing
tobacco whether in generic form or under a brand name, remains promotion The qualities and characteristics presently associa ted with
tobacco in movies are the same qualities which were earlier associated with tobacco in tobacco advertisements Movies are proving to be
full length advertisement of tobacco products Movies are primarily commercial products, produced mostly with a motive to earn profits, so
it would be naïve to assume that product images and smoking styles sneak into the movie unintentionally and without any commerci al
interest When all other product placements are paid for, it is unlikely that the movie producers are so naive as to show tob acco brands for
free If a comprehensive ban on advertising, promotion and sponsorship, which ˜68 countries have endorsed, is justified then banning
tobacco in movies is equally correct and even more desirable It is worth noting that even the freedom of spee ch is not an absolute right
giving anyone a right to spread harmful and deleterious communications Freedom of speech and expression is governed by many other
concerns and the welfare of public is at the heart of it In the past also legislations have prov ided for restriction from publishing material and
spreading images/speech if obscene in nature (Indecent Representation of Women (Prohibition) Act, ˜986: Indian legislation) o r which is
found to be harmful for young people (Young Person (Harmful Publicatio ns) Act, ˜956: Indian legislation) or even medicines and magic
remedies (Drugs and Magic Remedies (Objectionable Advertisements) Act, ˜954: Indian legislation) promising miracles There ha ve been
many other reasonable restrictions in public interest in the past too and by a simple common sense extrapolation of the same, tobacco
depiction in mass media should have been banned years back 36

37 | Tobacco in Movies & Impact on Youth RECOMMENDATIONS In view of the above findings, we recommend the following; ˜ Legal
action against offenders: Action under Section 5 of ³Cigarette and other tobacco products Act 2003´ must be taken against the tobacco
companies, all the film companies, producers, actors and directors who have shown tobacco products, brands or pack shots amounting to
indirect promotion and advertising in their movies after May ˜, 2004, i e from the enactment of the anti -tobacco legislation 2 Investigate
the relationship and financial irregularities: Indirect funding by tobacco companies, like; bearing a cost of a sequence of scenes; bearing the
cost of film sets; sponsorship in the form of bearing the cost of hiring some equipments, travelling and/or hotel stay cost, etc must be
investigated to ascertain the relationship of the producers/movie companies and tobacco companies The grapevine suggests that in many
cases such costs are borne by the overseas or other subsidiary companies of the parent tobacco companies This appears to be a clear
possibility and is worth investigation in the larger public int erest especially for the productions which have depicted tobacco brands most
gallantly A lot of financial irregularities and tax violations can also be uncovered and such an investigation would be in n ational interest 3
Recall the movies which show toba cco brand: The movie prints, DVD¶s, VCD¶s, etc showing tobacco brands and product shots should be
recalled and the film producers and companies should be asked to obliterate all such sequences and mention of tobacco with im mediate
effect 4 Remove tobacc o from children film completely: All the children animation/cartoon movies showing any instance of tobacco must
be recalled immediately 5 The CBFC role: The role of film certification board members who in disregard of the present censo rship
guidelines, cinematographic representation rules and the legislative requirements, allowed quite apparent scenes of tobacco brand
promotions through movies is intriguingly strange Circumstances leading to such a scenario should be assessed and investigat ed so that
such things do not happen in future 6 Completely ban all depiction of tobacco: The opinion of the majority suggests that tobac co depiction
is not at all a parameter on the basis of which a movie is watched Tobacco has been perceived as a negative influence having no bearing on
the decision of the public to watch a movie It is perceived that the quality of the movie can in no way be affected by restr icting tobacco
depiction In all respects the general public is not at all concerned about the depicting of t obacco in the movies Whatever concerns are, they
are only about the negative effects of tobacco depiction So it is highly recommended that in the larger public interest the 37

38 | Tobacco in Movies & Impact on Youth government must totally ban all tobacco de piction in all kinds of motion pictures 7 Strict
regulation: The tobacco companies and movie producers have shown little commitment to restrict the harmful influence of tobac co on
youngsters The commercial interest seemed to have weighed heavily on the minds of most of the film makers There are more than one
motion picture producers association and many independent producers too These associations are not in a position to enforce any binding
legal restrictions on the film producers to follow any partic ular parameter (like not showing tobacco) or other non -legislative guidelines In
the past also, we have seen that the commitment by various factions of film industry to follow non - tobacco promotion policy have turned
out to be mere rhetoric, therefore th e Government must impose strict regulations and legislative measures to restrict depiction of tobacco in
movies without any exemption to the proposed restriction The only exception can be a regulated permission for anti -tobacco educational
movies without any mention of any tobacco brand name, company name or any related identical mention, whether directly on indirectly
Caution: Tobacco companies should not be allowed to produce any such anti -tobacco movies lest they may misuse the provision 8
Obliterate tobacco scenes and show anti -tobacco advertisements: Wherever possible all tobacco scenes from the older movies showing
 tobacco brand must be removed and where it is not possible for any reason strong anti -tobacco advertisements must be run The duration can
be 3-5 minutes for every one hour or a part of such movie immaterial of the number of smoking scenes For higher number of tobacco
scenes increased frequency of anti -tobacco messages may be screened 9 Run anti -tobacco advertisements on television: Th e national
broadcaster and the other satellite channels should be asked to run regular anti -tobacco films and advertisement ˜0 Ban surrogate
advertisements: The presence of tobacco companies umbrella brands, and tobacco brand logos on non -tobacco product s (including, but not
limited to clothing, pan -masala, perfumes, spices, tea, motor racing cars, and events) should be considered tobacco brand promotion and
subject to the same rules as direct tobacco promotion Presently many other products marketed toba cco companies use the same umbrella
brand/trade name as that of the tobacco company and/or the tobacco product, this creates an indirect psychological relationsh ip with other
tobacco products available bearing the same/similar insignia, logo, brand or trad e name This needs to be stopped immediately ˜˜ Block
foreign movies showing tobacco: The foreign movies showing tobacco must be regulated and those violating the guidelines must be
prohibited entry into India with immediate effect 38

39 | Tobacco in Movies & Impact on Youth AUTHORS & INVESTIGATORS This study was handled by Burning Brain Society as a part of
WHO project SE/05/4˜0744 Among others, the following people worked on the project: Chief investigator & author: Hemant Goswa mi,
Chairperson: Burning Bra in Society, Chandigarh, India Co -author: Dr Rajesh Kashyap (M D Medicine), Ass Professor, Indira Gandhi
Medical College, Shimla, India Supported by: Dr Ms Geetanjali Kashyap (M A Psychology, M Ed ), Ms Poonam Goswami (M A
Economics), Mrs Joginder Kaur (M A His , Eng , NTT), Ms Ritcha Madan (M Sc , M Ed ) Field investigation support: Mr Piyush Kamra,
Mr Rakesh Walia, Mr Gaurav Kainth, Mr Saurav Abrol, Mr Ashish Kumar, Mr Sanjay Kumar, Ms Priya, Ms Madhvee Sharma, Mr
Naresh, Ms Sangeeta Johal and hundreds others who provided support over the internet and through the GLOBALink website
Acknowledgement & thanks: We are thankful to Dr Stanton A Glantz, University of California, San Francisco; Dr Savita Malho tra,
Professor of Psychiatry, P GI, Chandigarh; Dr Anil Malhotra, Professor of Clinical Psychology, Dr B S Chavan, Professor of Psychiatry,
GMCH, Chandigarh, Dr J R Kashyap, Ass Professor of Medicine, GMCH, Chandigarh and Mr Jonathan Polansky, Principal -
onbeyond com, Fairfax, USA for reviewing and providing valuable suggestions Correspondence Details: Mailing Address: Hemant
Goswami, Chairperson: Burning Brain Society, Glass office #3, Shivalikview, Sector ˜7, Chandigarh ˜600˜7 INDIA : Post Box: P O Box
˜37, G P O Sector ˜7, Chandigarh ˜600˜7 INDIA E-Mail: info@burningbrain org Telephone: +9˜ -˜72-5˜65555 39

40 | Tobacco in Movies & Impact on Youth ANNEXURE ± I [LIST OF MOVIES] ˜ 7˜/2 Phere 30 Film Star 2 Aab Tumareh Hawaley 3˜
Garv Watan Sathion 32 Girlfriend 3 Aan - Men at work 33 Hanan - an assault on faith 4 Aashiq Banaya Aapme 34 Hazaron Khwaishein
Aisi 5 Ab Bas 35 Hulchul 6 Ab Tak Chappan 36 Hum Jo Keh Na Paaye 7 Asambhav - The Impossible 37 Hum Kaun Hai 8 Bachke
Rehna Re Baba 38 Hum Tum 9 Bardaasht 39 Ishq Hai Tumse ˜0 Bewafan 40 Jaago ˜˜ Black 4˜ James ˜2 Bold 42 Jo Bole So Nihal
˜3 Bullet 43 Julie ˜4 Bunty aur Babli 44 Kaal ˜5 C U at 9 45 Karam ˜6 Chaahat - Ek Nasha 46 Khakee ˜7 Chameli 47 Khamoshh -
Kauf Ki Raat ˜8 Chocolate - Deep Dark Secret 48 Kismat - Vicious Trap of Fate ˜9 Chokher Bali 49 Koi Mere Dil Main Hai 20 D 50
Kuch to Gadbad Hai 2˜ Dansh 5˜ Kuchh Meetha Ho Jaye 22 Dev 52 Kyaa Kool Hai Hum 23 Dhoom 53 Kyon Ho Gaya Na 24 Dobara
54 Let's Enjoy 25 Double Cross Ek Dh oka 55 Lucky - No Time for Love 26 Dus 56 Madhoshi 27 Ek Hasina Thi 57 Main Aisa Hi Hoo
28 Elaan 58 Main Hoon Na 29 Fareb 59 Maine Dil Tujko Diya 40

4˜ | Tobacco in Movies & Impact on Youth 60 Maine Pyar Kyun Kiya 92 Shabnam Mausi 6˜ Mangal Pandey 9 3 Shaddi Ka Laddoo 62
Maqbool 94 Silsilay 63 Mashooka 95 Siskiyaan 64 Masti 96 Socha Na Tha 65 Matrubhumi 97 Swadesh 66 Mazaa Mazaa 98 Tee zab -
The Acid of Love 67 Mujhse Shaadi Karogi 99 Tere Naam 68 Munna Bhai MBBS ˜00 The Real Dream Girls 69 Murder ˜0˜ Topless 70
Musafir ˜02 Tum Ho Na 7˜ My Brother Nikhil ˜03 Vaada 72 My Wife's Murder ˜04 Veer Zaara 73 Nazar ˜05 Viruddh 74 No Entr y
˜06 Wajahh - A Reason to Kill 75 Padamshree Laloo Prasad ˜07 Waqt Yadav ˜08 Yahan 76 Page 3 ˜09 Yuva 77 Paheli ˜˜0 Zehar 78
Parineeta 79 Plan 80 Police Force 8˜ Pyar Mein Twist 82 Raghu Romeo 83 Rain - The Terror Within 84 Raincoat 85 Ramji London
Waley 86 Rog 87 Salam Namastay 88 Sarkar 89 Sauda - The deal 90 Sehar 9˜ Shabd 4˜

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