In a significant move, the Central Board of Film Certification (CBFC) has reportedly decided to pull down the long-standing anti-smoking advertisement featuring Akshay Kumar, popularly known as the "Nandu ad," from theaters after more than six years. According to a report from Bollywood Hungama, the advertisement, which audiences have grown accustomed to seeing before the start of movies, has now been discontinued and replaced by a new public service announcement (PSA).
Nandu Ad No More
The ad, featuring Akshay Kumar, was originally released in 2018 around the time of his Independence Day film Gold. It served not only as an anti-smoking PSA but also subtly promoted his film Padman, which revolved around Arunachalam Muruganantham's creation of affordable sanitary pads for women in rural India.
In the ad, Ajay Singh Pal portrays Nandu, a man smoking near a hospital. Akshay Kumar’s character approaches him and, in a clever twist, instead of talking about smoking directly, discusses how the money spent on cigarettes could instead be used to buy sanitary pads for Nandu's wife. The ad was praised for its creative messaging, blending two social causes—anti-smoking and menstrual hygiene—without using disturbing imagery.
A Memorable Run
Over the past six years, the "Nandu ad" became somewhat of a staple in Indian theaters, with audiences affectionately recognizing the scenes and even memorizing the dialogues. As a result, the ad became a source of amusement and familiarity for regular moviegoers, many of whom would quote its lines before a movie even began.
An official from a popular multiplex shared with Bollywood Hungama, “It was my favourite anti-smoking ad as it gave out an important message without disturbing visuals. It also used to be amusing to see moviegoers repeating the dialogues from the ad. After all, they were watching the ad for 6 years. I am sure many other moviegoers and I will surely miss the ad.”
The New PSA: Jigra and Vicky Vidya Take Center Stage
The CBFC has replaced the "Nandu ad" with a new PSA that delivers a fresh, impactful message about the positive changes in the body when one quits smoking. The ad highlights how beneficial quitting tobacco can be, with physical improvements seen within just 20 minutes of stopping. This updated message seems designed to resonate with modern audiences in a more direct and positive manner.
The new PSA was first shown in theaters alongside last Friday’s major film releases, including the Alia Bhatt-starrer Jigra and Vicky Aur Vidya Ka Woh Wala Video, starring Rajkummar Rao and Triptii Dimri. Both films have been making headlines, and the ad is expected to gain attention alongside them.