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India: bravery awards update

Keywords: news analysis

As noted in our last edition, an outrageous cigarette promotion by Philip Morris in India links its Red & White cigarette brand with bravery and other forms of selfless service to humanity through an annual bravery award. Operating at state level, the scheme maximises regional press coverage, with flurries of positive associations when the winners' details are announced. In all the pomp and glitter of the judging and awards processes, it seems that no-one sits back to consider whether some awards might not just have a touch of irony that could come back to haunt the sponsors. In January, for example, did it not occur to anyone at PM's publicity machine that a link with dead bodies might not be quite the association the company was trying to cultivate? For in the state of Maharastra, of which Mumbai (formerly known as Bombay) is the capital, one of the winners was . . . [Full text of this article]