Filmmaker Sanjay Gupta questioned the film industry’s continued reliance on smoking as part of a leading actor’s on-screen image and promotional materials. On Sunday, the director shared a collage featuring Ranbir Kapoor in the action drama Animal, Ranveer Singh in the upcoming thriller Dhurandhar, and Vicky Kaushal in the period drama Love & War, with all three actors depicted smoking in their respective character looks.
Writing on social media platform X, the filmmaker raised concerns regarding the contrast between compulsory in-theatre anti-smoking disclaimers and movie marketing posters. “What is the point of those unpleasant anti-smoking reels we have to endure before and during films when these are the posters of the films (sic)?” he asked, pointing out the perceived contradiction in messaging.
Responding to the critique, an X user cited lyrics referencing smoking from the director’s 2002 action thriller Kaante, specifically pointing to the song Rama Re, and labelled his stance ironic. Addressing the comment, Sanjay highlighted the absence of mandated anti-smoking disclaimers during that era. “There were no non smoking ads then you genius (sic),” he wrote in response.
Several users echoed his concerns, initiating a broader discussion on the cinematic normalisation of tobacco use.
A user wrote, “It’s a joke, it’s like watching a show on Netflix and apple and being warned about alcohol consumption (sic).” Another user added, “All depictions of smoking & drinking must be banned. That’s the only solution. If someone wants to murder himself, his headache, but no public/ mass media must be allowed to be used for unhealthy propaganda (sic).”
An X post also read, “Business is as usual…Once the noise dies down, the posters will still be posters and the cigarettes will still be part of the image. The real question is whether the message actually changes anything (sic).”
The critique came amid tightened regulatory oversight regarding substance representation in Indian cinema. The Central Board of Film Certification (CBFC) recently introduced revised guidelines notified by the Ministry of Information and Broadcasting under the Cinematograph Act.
for films depicting narcotics, while reinforcing existing restrictions on violence, sensitive subjects, and content impacting international relations. Under the new norms, scenes depicting the consumption, use, or trafficking of illicit drugs must display an on-screen warning reading: “Illicit Narcotics Destroy Health and Guarantees Imprisonment. Say No to Drugs (sic).”
The regulatory changes coincided with the Centre’s reconstitution of the CBFC with a new 18-member board. The panel features Manoj Joshi, Roopali Ganguly, Nishigandha Wad, and Prosenjit Chatterjee. It also includes filmmakers Priyadarshan and Neela Madhab Panda, musician Ricky Kej, producer Supriya Yarlagadda, singer Hans Raj Hans, poet Yatindra Mishra, theatre director Waman Kendre, and writer Ramesh Patange. Shashi Shekhar Vempati continued as CBFC chairperson.