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Bachchan turns down ad glorifying dowry

Mega star Amitabh Bachchan has refused to endorse a product - a flashlight - portrayed as a dowry item in a television commercial, prompting the company to change it.

The big B, who was to feature in a advertisement campaign showing Eveready Industries' 'Jeevan Saathi' torchlight as a lucrative dowry item, turned down the offer on grounds that it would encourage the evil social practice, Eveready Industries India Limited (EIIL) managing director Deepak Khaitan said in Kolkata on Tuesday.

"We appreciate big B's social concern and did not hesitate one bit when he pointed out that the ad could have negative impact on the masses," he said.

The 40-second ad was to show a bridegroom walking away from the marriage Pandal when the bride's father was unable to gift him a 'Jeevan Sathi' torch.

Source: Bachchan turns down ad glorifying dowry

We will need more regulation on the advertisements so that they stick to social consciousness. First thing we need is censoship on the TV programs that are aired into the living rooms of India. The content that is delivered is so horribly explicitly sexual and violent, this must be stopped to nurture a better next generation.