In October 2024, it was reported that the Central Board of Film Certification (CBFC) decided to take down Akshay Kumar’s popular anti-smoking advertisement in September. This ad was replaced by a new campaign highlighting the benefits of quitting tobacco, featuring a woman distressed over her husband’s health issues due to cancer. However, moviegoers will be delighted to learn that they will once again see Akshay’s well-loved ad when they attend screenings of the new film, Ground Zero, starring Emraan Hashmi.
While some might hope for the return of "Nandu," the character in the ad, that isn’t the case. A source indicated that Ground Zero received CBFC approval on September 9, 2024, under the previous rules that allowed Akshay’s ad to be shown in movies featuring tobacco use. Soon after, new regulations were implemented, and audiences have not seen Akshay encouraging Nandu to quit smoking for over seven months. This makes the return of the ad, although as an exception with Ground Zero, a heartwarming surprise for many.
An insider from a multiplex shared that the new ad is quite graphic and upsetting. Many viewers are beginning to understand just how impactful Akshay’s ad was, as it conveyed a strong message without disturbing images. There’s hope among both cinema staff and audiences that the government will reinstate the requirement for Akshay’s ad to be played again, as it seems to be more favorably received than the newer public service announcement.
The ad featuring Akshay Kumar first premiered with his 2018 film, Gold, where he urged a character named Nandu to stop smoking and redirect the money he would save towards buying sanitary products for his wife. This ad also helped promote the film Pad Man, which came out around the same time. Interestingly, the CBFC made it mandatory for Hindi films only.
Regarding the new film, Ground Zero, the CBFC requested minor edits, asking for the replacement of two words. The makers also had to submit a consent letter along with a detailed storyline and script, as the film draws inspiration from real events.
On April 9, the Ground Zero team revisited the CBFC to inform them of adjustments made to the film, which included changes to the background score and audio in five locations, as well as updates to the text and visuals at the end. The film’s final length is now 137 minutes and 19 seconds, earning a U/A rating for its content.
In other news, Farhan Akhtar, associated with Ground Zero, expressed his pride in hosting a special screening of the film for the soldiers stationed in Srinagar.
