The Indian High Commissioner had claimed that the high commission simply provided a literal translation in English of two short artworks in Hindi. However, Cricket Australia faced a fine for violating the anti-tobacco ban
India put up a more embarrassing show on field in the recently concluded Australian cricket tour than what was apparent.
India put up advertising placards featuring two tobacco-based “mouth fresheners”, which did not go down well with the Australians. However, when the Indian High Commission was contacted by the Australian authorities, the former simply provided a literal translation of the product names and washed its hands off the matter. However, Cricket Australia received a warning from the country’s health ministry and the advertisements had to be pulled down.
A response to a query submitted by RTI activist Subhash Chandra Aggrawal shows that on 14th December in Canberra, the high commission received a letter from Stadia Media asking for the translations of the text on placards that advertised ‘Chaini Chaini’ and ‘Kamla Pasand’. The Indian High Commissioner provided the translation respectively: “fragrant Chaini Chaini mouth freshener” and “Kamla likes” or “Kamla liking”.
However, on 12th February, anti-tobacco organisation Action on Smoking and Health (Australia)—ASH—contacted the high commissioner, seeking clarification on the issue. The high commissioner replied, “At no point of time (the high commission) may assert about the product per se. The high commissioner had simply provided a literal translation in English of two short artworks in Hindi… at no stage the ostensible objective of these artworks was made known to the high commission.”
The unimpressive response was rejected by the anti-tobacco organisation. However, Cricket Australia soon received a warning from the health ministry and it faced fines of up to Aus$66,000 (US$70,000) for each breach of the 1992 tobacco advertising ban. The advertisements were then pulled down.
ASH head Anne Jones said in a media statement that these advertising ploys are like “brand stretching”; i.e. advertising non-tobacco products by tobacco brands for getting exposure.
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