The director slammed the promotional images of Vicky Kaushal, Ranveer Singh and Ranbir Kapoor for featuring cigarettes, questioning the relevance of anti‑smoking reels shown before movies.
Sanjay Gupta lit a fire on X on Sunday, September 27, by posting a side‑by‑side collage of three upcoming film posters – Vicky Kaushal’s Love & War, Ranveer Singh’s Dhurandhar and Ranbir Kapoor’s Animal. In each still, the lead is caught mid‑drag, a visual that clashes with the anti‑smoking messages that play before every Indian screening.
"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?" – Gupta’s tweet, with the collage attached.
The tweet instantly ignited a thread of reactions. Some users reminded Gupta that his own 2002 hit Kaante featured the song “Rama Re”, which many recall as a nod to smoking culture. Gupta fired back, noting that the regulatory landscape was different back then and that “there were no non‑smoking ads then you genius”.
Gupta’s gripe lands at a time when the Central Board of Film Certification (CBFC) is revising its playbook. The Ministry of Information and Broadcasting recently rolled out updated guidelines that make anti‑drug warnings compulsory for any depiction of narcotics, while keeping existing restrictions on violence and sensitive subjects. The new 18‑member board – featuring actors like Preity Zinta, Pankaj Tripathi and Suniel Shetty – also retains the long‑standing rule that anti‑smoking advisories must precede films that show tobacco use.
The paradox Gupta highlighted is not new. Bollywood has a long history of glamorising cigarettes, from the classic noir of the 1970s to the swagger of today’s action heroes. Yet the government’s health campaigns have been relentless, mandating a 30‑second anti‑smoking spot before every feature. Critics argue that the visual impact of a star lighting up on a poster may outweigh a brief disclaimer shown in a dark auditorium.
Industry insiders are split. A few producers argue that the smoking prop is integral to character development and that removing it would dilute the narrative. Others concede that the timing is right for a shift, pointing to the growing public health push and the CBFC’s willingness to tighten rules around substance depiction.
Social media users have also weighed in on the effectiveness of the warnings themselves. One commenter asked, “Do these reels actually change behaviour when the big‑screen hero is still seen puffing away?” The question points to a broader debate: are cinematic warnings merely a box‑ticking exercise, or can they genuinely curb tobacco use among impressionable audiences?
For now, the three films in question remain on schedule. Love & War is slated for a late‑October release, Dhurandhar aims for a December debut, and Animal is expected to hit theatres early next year. Whether the CBFC will demand any alterations to the posters or the on‑screen content remains to be seen.
What’s clear is that Gupta’s post has forced the conversation into the public sphere, putting pressure on marketers, filmmakers and regulators alike. As the new board settles in, the industry may have to reconcile star power with health responsibility, or risk further backlash from both activists and fellow creators.
What’s next? The CBFC is expected to review the promotional material of the three movies in the coming weeks. If it decides the smoking imagery violates the updated guidelines, we could see revised posters, or even a demand for on‑screen edits before the films roll out.
Stay tuned for any official statements from the CBFC or the production houses as the situation develops.
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