Bollywood: Victim or Ally?

This study offers an overview of the linkages between tobacco and the film industry in India where there are "nearly 250 million tobacco users." The Indian government prohibits tobacco manufacturers from advertising on television and has a partial ban on print advertising. Its film industry produces "more than 900 films in almost all Indian languages every year..." and "...accounts for nearly 27% of the global film production by volume."

According to this report "given its size, reach and popularity, the film industry have the power to influence the behavior and attitudes of millions of people – particularly the youth – in India and around the world. Tobacco companies have found an ally in Indian cinema. Fortransnational tobacco companies, India's film industry offers a huge opportunity toreach out to millions of film-crazy youngsters. This is particularly significant becauseincreasingly tobacco brands are finding it difficult to advertise in the mainstreammedia."