Actor Amitabh Bachchan highlighted an awareness campaign via social media on Monday — calling it an “innovative idea”. The short video was created by the Indian Cancer Society and centered around the ‘launch’ of a new snack called Risski.
“Such an innovative idea,” the actor enthused while sharing the video on X.
The short film centers around the promotion of a new biscuit called ‘Risski’ whose packaging carries a cancer warning label. The video showed the ‘brand’ setting up a stall and asking uniformed employees to hand out samples at various locations.
“Sir this is a new biscuit in the market called Risski. Would you like to try it with you chai?” he can be heard asking people on the streets.
Most refused to sample the biscuits while others were shown spitting it out after a single bite. The video then zoomed in on the packaging — which bore a large cancer warning label similar to those on cigarette packs. It causes cancer, a few people can be seen insisting, as they smoke cigarettes outside a small stall.
Many on social media appeared to agree with Bachchan about the “innovative” messaging while others brought up his previous association with controversial brands. The actor had previously sparked outrage for ‘abandoning his social duties’ after endorsing pan masala brand Kamla Pasand. He had eventually terminated the contract and returned the money received for promotion in after being heavily trolled on social media. He had also sent the company a legal notice in November 2021 for continuing to run adverts that featured him.
“