The story so far: Godfrey Phillips, Indian subsidiary of Philip Morris and makers of Red & White, one of the country’s most popular cigarette brands, enjoyed many years of outrageous association with other people’s brave deeds and bucketfuls of publicity for the awards it gave them—in the very useful company of many state premiers and cabinet ministers. Memorably, a top company official asserted that the Red & White Bravery Awards “…have nothing to do with our products” (Tobacco Control 2003;12:120).

One highly publicity-productive and photogenic awardee was film star Preity Zinta. Her award recognised her …