The Union Well being Ministry, by the Directorate Common of Well being Providers (DGHS), has known as on the Indian Premier League (IPL) to ban all forms of tobacco and alcohol promoting, together with surrogate advertisements, inside stadiums and through reside broadcasts.
In a letter addressed to IPL chairman Arun Singh Dhumal, DGHS Atul Goel additionally beneficial the prohibition of tobacco and alcohol gross sales in any respect IPL-affiliated occasions and sports activities amenities.
The ministry additionally suggested that sportspersons and commentators ought to chorus from endorsing merchandise which might be straight or not directly linked to alcohol or tobacco.
This directive, issued merely weeks earlier than the IPL 2025 season begins on March 22, is prone to have a major impression on model partnerships within the Indian cricket.
Bollywood and cricket’s longstanding ties with surrogate promoting
The ministry’s choice is available in response to rising scrutiny of superstar endorsements for tobacco and alcohol-related merchandise disguised as mouth fresheners, mineral water, and music CDs.
Final yr, an advert for a ‘mouth freshener’ that includes Bollywood stars Shah Rukh Khan, Tiger Shroff, and Akshay Kumar confronted extreme backlash, highlighting the rising public resistance to such promotions.
Indian cricketers have lengthy been linked to surrogate promoting. Listed here are some notable examples:
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Rohit Sharma has been the face of Royal Stag, a model synonymous with whiskey.
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Jasprit Bumrah additionally endorses Royal Stag, which markets itself by music CDs and numerous different oblique advertising and marketing methods.
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Virat Kohli is the model ambassador for Royal Problem, a whiskey model that advertises by its mineral water and power drinks. The identify can also be tied to the Bengaluru IPL franchise.
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Sunil Gavaskar and Virender Sehwag have each appeared in advertisements for Kamla Pasand, a model linked to the tobacco business.
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Kapil Dev, the captain of India’s 1983 World Cup-winning group, has additionally appeared in Kamla Pasand ads.
The choose few who declined such endorsements
Whereas many celebrities have lent their picture to tobacco and alcohol manufacturers, sure sports activities icons have intentionally chosen to distance themselves from such endorsements.
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Sachin Tendulkar, thought to be one of many best cricketers in historical past, has persistently refused to endorse alcohol and tobacco manufacturers, preserving a promise he made to his father. He has additionally been an lively advocate in opposition to such promotions, acknowledging his duty as a task mannequin.
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Rahul Dravid, one other cricketing legend, has participated in a number of anti-smoking campaigns, reinforcing his stance in opposition to tobacco.
The Well being Ministry’s directive alerts the altering outlook in the direction of surrogate promoting. If enforced, this ban might result in important monetary implications for each advertisers and cricketers who’ve profited from these profitable endorsements.
Because the IPL 2025 season approaches, all eyes will probably be on how the Board of Management for Cricket in India (BCCI) and IPL franchises reply to the federal government’s request, and whether or not this transfer will set a brand new precedent for moral promoting in Indian sports activities.
Written with the View : afaqs