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India: still at the bravery game

d.simpson@iath.org

The first 150 words of the full text of this article appear below.

In our last issue, we reported the good news that Godfrey Philips, Indian subsidiary of Philip Morris, had decided to abandon the bravery awards scheme it had used so successfully for many years to promote its Red & White cigarette brand (see Tobacco Control 2005;14:297). However, it has already become apparent that the company sees far too much benefit from the scheme to give it up altogether.

In its heyday, the Red & White Bravery Awards let Godfrey Philips to run massive advertising and public relations campaigns around India, soliciting nominations for various categories of personal bravery. Apart from associating the name, colours and logo of Red & White cigarettes with laudable human qualities and roping in opinion leaders to hand over the awards, the presentation ceremonies allowed the company to schmooze up to the good and the great. State government ministers and senior civil servants always . . . [Full text of this article]