Anti-smoking message to remain intact in ‘Heroine’

The makers of ‘Heroine’ finally seem to toe the line of I&B Ministry. They have agreed to abide by the anti-smoking message, of the ministry of information and broadcasting.

On behalf of the health ministry, the I&B ministry had come up with the rule. It said a disclaimer of minimum twenty seconds duration, by the concerned actor regarding the ill effects of the use of tobacco, in the beginning and middle of the film or television program needs to be shown.

UTV, the producers of ‘Heroine’ had moved to court against it. The producer of UTV had said, “It would kill the creativity of the scene.” Based on that, Justice Rajiv Shakdher had issued notice to the Information and Broadcasting and Health ministries and the Central Board of Film Certification (CBFC) and sought their responses by September 10th, 2012. But now it seems the matter has been solved amicably.

Director Madhur Bhandarkar has now said, “In the beginning, Kareena will address the warning, and also for the interval part as well. We are implementing it (new rules).”

Kareena though didn’t have any problem with that and approved the rule. She said, “I have recorded the voice for the beginning of the film. For the interval I will be doing it soon... I am happy with this.”

In fact many in Bollywood were not happy with the new rule. Veteran director Harry Baweja had said, “It’s a creative demand and part of the script. We don’t depict drinking or smoking scenes in our films to promote their consumption.”

He had further said, “We support the antismoking message in the beginning and at the end of the film but a text or video message in the middle of the drama will be a distraction for the viewers. It will break the reality element in our films. Such diktats by the government will be seen as an infringement of our right to freedom of expression.”

Meanwhile Kareena is busy promoting the film. She has done quite a lot of travelling in these few days, which included Dubai and other places. However she is not expecting Heroine to break any records at box office. She said, “We have not fixed any target, we want people to see the film and enjoy it. We are very excited about it. We are eager to know about the fate of the film.”