NEW DELHI: In a unique ongoing monitoring campaign named ‘Thumbs Up and Thumbs Down’, HRIDAY (Health Related Information Dissemination Amongst Youth) in technical collaboration with the University of California, has engaged school and college going youth from Delhi to monitor depictions of tobacco use and tobacco imagery in the newly released Bollywood films. The campaign, supported by World Health Organization – Regional Office for South-East Asia, involves inculcating critical watching and advocacy skills among youth by engaging them as film reviewers.

In the first phase, youth from over 5 schools and 4 colleges have critically reviewed over 10 films in the past 2 months (a report card enclosed) to assess tobacco use incidents and compliance with newly notified film-related Indian tobacco control laws (enclosed). The review started with blockbuster films like Jab Tak Hai Jaan, which received a Thumbs up! whereas Son of Sardar received a Thumbs Down! Some of the other films that were monitored include Talaash, Dabangg 2, Matru Ki Bijlee Ka Mandola among others. Out of the 10 films reviewed so far, eight have received a Thumbs Down! and only two films have received a Thumbs Up!, which means that nearly 80 percent of the films haven’t complied with the rules regulating depiction of tobacco use in films.  A brief review of the films is mentioned below:

S.No     Name of Film                       Review

1.          Jab Tak Hai Jaan                Thumbs Up

2.          Son of Sardar                     Thumbs Down

3.          Talaash                               Thumbs Up

4.          Khiladi 786                           Thumbs Down

5.          Cigarette Ki Tarah                Thumbs Down

6.          Dabangg 2                            Thumbs Up

7.          Table No. 21                         Thumbs Down

8.          Rajdhani Express                 Thumbs Down

9.          Mattru Ki Bijli Ka Mandola     Thumbs Down

10.         Inkaar                                  Thumbs Down

The youth have been sensitized to count the number of incidents and assess other related aspects while watching the film, in accordance with a comprehensive review protocol. This protocol is adapted from the Thumbs Up Thumbs Down! Project being undertaken by Breathe California of Sacramento-Emigrant Trails in the USA. The scoring is based on assessment of (i) Number of incidents of tobacco use on-screen. (ii) The viewers’ perception about tobacco use on-screen and (iii) Compliance with the Ministry of Health and Family Welfare’s newly notified rules on depiction of tobacco use in films.

“India is one of the first countries world-over to introduce stringent regulations on depiction of tobacco imagery in films and television programmes but despite that, gaps in their implementation are evident. However, It is encouraging to note that some filmmaker are complying with this legislation and on behalf of the youth advocates of HRIDAY, we would like to urge other filmmakers to comply with the same.” said Ms. Radhika Shrivastav, Deputy Director HRIDAY.  We will continue to advocate with concerned officials from the Ministry of Information and Broadcasting and Central Board of Film Certification (CBFC) for effective implementation of the law” added  Shrivastav.

Recently, school children associated with HRIDAY’s programme wrote to Bollywood actress Kareena Kapoor urging her to forgo depiction of tobacco use in her film ‘Heroine’. The makers of the film responded by lending her voice to a recorded warning at the beginning of the film. HRIDAY has previously written to a number of celebrities urging them to quit tobacco use on-screen and sent a Nicotine Replacement Therapy (NRT) kit and tips to quit tobacco to popular screen star Shahrukh Khan following his claim to attempt quitting, publicly. A number of film actors have reportedly made attempts to quit recognizing the ill-effects of tobacco use. However, the Bollywood fraternity continues editorially unjustified depiction of tobacco use in films and exposure to such tobacco use scenes is high in many recent films.   

In India, high prevalence of tobacco consumption is one of the major challenges to health and well being of its citizens. About 2700 Indians die every day from tobacco use. Research shows that 5500 youth in India start using tobacco daily. A survey of tobacco use among young people, the Global Youth Tobacco Survey 2009-10, reveals that nearly 15% of youth currently use tobacco in India. Many teenagers light their first cigarette after watching their favourite actor smoke on screen.

Upcoming reviews of films:

• Race 2

• Special 26

• Inkaar

• Aakashvani