The Central Board of Film Certification (CBFC) has retired Akshay Kumar’s dual-message public health ad, which combined anti-smoking awareness with menstrual hygiene advocacy. The ad, first aired in 2018 alongside the release of Gold, was more than just a campaign against smoking—it also promoted the use of sanitary pads, making it a significant effort in public health communication.
In the ad, Kumar advises a character named Nandu to quit smoking and use the money saved to buy a sanitary pad for his wife, subtly linking tobacco harm with the importance of menstrual hygiene. This campaign aligned with the message of Akshay’s film Pad Man, encouraging conversations on menstrual health, especially in rural areas, and breaking long-standing taboos.
By blending two critical issues—smoking cessation and menstrual hygiene—the ad resonated widely with audiences, creating awareness on multiple fronts. Its unique approach helped destigmatize menstrual health while also discouraging smoking, leaving a lasting impact on public discourse.
The CBFC’s decision to retire the ad reflects a shift toward fact-based public health campaigns. The new initiatives focus on the immediate benefits of quitting smoking, such as how the body begins healing within just 20 minutes of cessation, without relying on celebrity endorsement.
While newer films like Jigra and Vicky Aur Vidya Ka Woh Wala Video have released without the Akshay Kumar ad, its legacy as a pioneering dual-purpose campaign will endure.
