A recent social media post has sparked a major debate about advertising ethics in public spaces — especially the Delhi Metro. On October 30, a commuter named Saransh Sagar shared photos of large Vimal Elaichi advertisements at the Noida Electronic City Metro Station and questioned why such ads were being allowed. His post quickly went viral, leading to discussions on whether these ads are just promoting a harmless mouth freshener or if they are actually surrogate advertising for pan masala and gutkha, products linked to addiction and serious health risks.
The Delhi Metro Rail Corporation (DMRC) soon responded, defending its policies, but the conversation has continued to grow. Many Indians now wonder: Should ads linked to addictive substances be allowed in public transport spaces used by lakhs of daily passengers?
The Viral Complaint That Started It All
For Saransh Sagar, it was a normal commute — until he noticed the massive posters of Vimal Elaichi, featuring Bollywood superstar Shah Rukh Khan. He took pictures and posted them on X (formerly Twitter), tagging DMRC and Noida Authority, asking whether such advertising aligns with public interest.
His message was clear and emotional:
“These are relatives of intoxicating products that can make people addicted. Please do not spoil the dignity of the metro by allowing such promotions.”
Within hours, the post gained thousands of views, retweets, and comments. Many people agreed, saying that while the ad claims to promote elaichi (cardamom), everyone knows the brand is strongly linked to pan masala, which is banned or restricted in many states due to health risks.
Why Are People Calling It “Surrogate Advertising”?
Surrogate advertising means promoting a banned or harmful product by advertising something else under the same brand name.
In this case:
- Vimal Gutkha / Pan Masala: Associated with addiction and serious health problems
- Vimal Elaichi: Advertised legally as a mouth freshener
The logo, visuals, celebrities, and brand tone are nearly identical for both products.
This is why many believe that Vimal Elaichi ads serve as indirect promotion of pan masala.
Why this matters
Public places like metro stations:
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Are used by lakhs of daily commuters
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Include teenagers, students, and families
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Are seen as safe and neutral public spaces
Some people feel that allowing such ads normalizes harmful habits.
The Celebrities at the Center of the Debate
The controversy also puts a spotlight on Bollywood endorsements.
Brands like Vimal have featured:
- Shah Rukh Khan
- Ajay Devgn
- Akshay Kumar (who later apologized and backed out after backlash)
The irony hasn’t gone unnoticed. Shah Rukh, who once appeared in anti-tobacco public health messages, is now the face of a brand perceived to be associated with gutkha.
This makes the debate not just about advertising, but also about celebrity responsibility.
DMRC Responds: “The Ads Are Not on the Restricted List”
After the post went viral, DMRC responded directly on X.
Their statement explained:
- The Delhi Metro rents advertising space to earn revenue (which helps maintain operations).
- There is a restricted list of products that cannot be advertised.
- Vimal Elaichi is not on that restricted list, which means the ads are legally permitted.
DMRC also invited feedback through their official grievance portal, showing that they are open to public discussion.
What this means
Legally, DMRC is correct.
But the real debate is ethical, not legal.
Public Reaction: Mixed, Strong, and Emotional
Social media reactions were explosive and divided.
People supporting the complaint said:
- Ads are misleading
- Children and impressionable people see them daily
- The government needs stricter rules
- Many users pointed out that just changing the label from pan masala to elaichi does not change the brand’s identity.
On the other hand, some argued:
- Advertising is necessary for DMRC revenue
- People should take personal responsibility
- If the product is legal, the ad should be allowed
This split shows how complex the conversation around surrogate advertising is in India today.
Why This Matters for Public Health
India has one of the highest rates of oral cancer in the world, much of it linked to gutkha and pan masala.
Health experts say:
- Surrogate ads keep the brand image alive
- This encourages new users to try related products
- Brand familiarity is one of the strongest marketing influences
- So even if Vimal advertises cardamom, its brand recall boosts the sales of its banned or restricted products.
Will Policies Change? Possible Future Outcomes
This controversy could lead to:
| Possible Change | Impact |
|---|---|
| Stricter advertising regulations | Fewer surrogate ads in public transport |
| Clearer definitions of “surrogate advertising” | Harder for brands to bypass rules |
| Pressure on celebrities | More mindful endorsement choices |
| Revised DMRC “restricted list” | Health-first approach in public spaces |
If enough public pressure builds, metro authorities and advertising regulators may rethink their policies.
Final Thoughts
The debate around Vimal Elaichi ads at the Noida Electronic City Metro Station is not just about banners and billboards. It touches on public health, ethics, responsibility, and the influence of celebrity culture.
While DMRC has defended the ads based on current rules, the public reaction shows a growing awareness about subtle marketing tactics used to promote addictive products.
Whether anything changes will depend on how strongly people continue to speak up — just like Saransh Sagar did during his ordinary metro ride that turned into a viral conversation.