ChatGPT said:

The Delhi Metro Rail Corporation (DMRC) on Friday addressed concerns raised by a social media user regarding the display of Vimal Elaichi advertisements at a metro station in Noida, which many perceived as a surrogate promotionfor pan masala and other intoxicating products.

The issue came to light after Saransh Sagar, a digital marketer and public speaker, posted pictures of the advertisement on X (formerly Twitter). Tagging DMRC’s official handle, he wrote that such ads “damage the dignity and decorum of the Metro” and accused them of indirectly promoting an addictive substance.

“The item is related to intoxicating substances that can easily make a person addicted. Please do not damage the dignity and decorum of the Metro by putting up such advertisements,” Sagar wrote in his post, attaching images of hoardings featuring the Vimal Elaichi brand.

DMRC’s response

In reply, the DMRC clarified that the advertisement in question did not violate its guidelines for commercial displays.
“The advertisements mentioned above are not included in this restricted list,” the DMRC said on X.
It added that the metro system rents out advertising spaces inside stations and trains as part of its revenue model, but it follows a license agreement containing a ‘restricted list’ of products that cannot be promoted.

“Thank you for your suggestion. The Delhi Metro rents out advertising space in metro stations and trains to increase its revenue. The license agreement includes a ‘restricted list,’ which covers items that cannot be advertised. The advertisements mentioned above are not included in this restricted list,” the corporation stated.

The surrogate ad debate

The Vimal Elaichi advertisement belongs to a broader trend of surrogate advertising, where brands that sell products like tobacco, pan masala, or alcohol promote other items—such as mouth fresheners, mineral water, or cardamom—under the same brand name to maintain visibility.

Though these substitute products are technically legal to advertise, critics argue that such campaigns exploit regulatory loopholes and keep the banned brands in public memory. “Elaichi” ads by pan masala brands have been a recurring topic of debate across India, with concerns that they normalize and glamorize consumption of harmful substances, especially through high-profile celebrity endorsements.

Regulatory context

Under Indian law, direct advertising of tobacco and intoxicating substances is prohibited under the Cigarettes and Other Tobacco Products Act (COTPA), 2003, and guidelines by the Advertising Standards Council of India (ASCI)discourage surrogate promotions that indirectly advertise banned items.

However, enforcement often depends on interpretation. Since Vimal Elaichi is registered as a separate, non-tobacco product, metro authorities can legally allow such ads unless a specific government notification restricts them.

Public reaction

Sagar’s post sparked a wave of discussion online, with several users supporting his stance and urging the DMRC to revise its advertising policy to avoid indirect brand promotion of pan masala or tobacco-related products. Others pointed out that such ads are commonly seen across major airports, malls, and television networks, suggesting that metro authorities were only following broader industry norms.

The DMRC’s clarification underscores the grey area that continues to exist around surrogate advertising in India—where the letter of the law may permit an ad, but the spirit of public health regulation finds it questionable.

The debate over Vimal Elaichi’s metro ads reflects a growing public call for stricter scrutiny of surrogate promotions, particularly in public spaces frequented by young commuters.