Indian women have not been spared either. They feature in the marketing of tobacco either as models promoting its use or as targets of promotional campaigns.
“You have come a long way, baby,”... read Philip Morris’ slogan as it introduced its Virginia Slims cigarettes targeting young, professional women in the US in the 1960s.
Over the years, tobacco companies have exploited everything from colour, shape and size of the packs to the flavour, taste and ingredients of their products and the feminine aspirations of freedom, equality and elegance to lure them to their deadly products. “Purse packs”, “Super Slims” and “Ultra Light” cigarettes are among the latest ploys to get women addicted.
Indian women have not been spared either. They feature in the marketing of tobacco either as models promoting its use or as targets of promotional campaigns.
Launching its Platinum cigarettes, Golden Tobacco Company reached the Indian woman’s heart through its “Understanding the Women” campaign that glorified the emerging Indian woman.
Notably, India banned tobacco advertising, promotion and sponsorship across all media in 2003, but tobacco companies continue to promote their products on public transport and storefronts.
In 1994, 57.5% of women aged 35 years and above in Mumbai were reportedly using tobacco, mostly in smokeless forms. More recent surveys by Tata Memorial Hospital and “Doctors for you” indicate substantially high smoking prevalence among women in BPO (8%) and media sectors (5-35%), compared to the national average of 1.5%.
The national ban on smoking in public places provides a supportive legal framework towards creating healthier environments for women, men and children alike.
Sadly, women who smoke like men, die like men. Increased awareness about the plots of tobacco companies, harm from their products and providing supportive environments free of tobacco and tobacco promotions could empower women in their quest for healthier environments.
In doing so, India will be fulfilling its obligations under the Framework Convention on Tobacco Control, the international treaty on tobacco control to which it is a party, and move several steps forward to building a healthy nation.
Shoba John is the programme director of HealthBridge, Mumbai. She aslo chairs Framework Convention Alliance, an international coalition of over 350 NGOs from 100 countries working to strengthen tobacco control
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