Pierce Brosnan orders ‘pan masala’ brand to remove his image after prompting criticism in India

Actor says he is ‘deeply shocked and saddened’ by the events that unfolded after he participated in the advert

The former Bond actor has demanded his image be removed from the advertising (Getty)

Pierce Brosnan has accused the Indian brand Pan Bahar of deceptively using his image to promote a controversial product which many in the country associate with an addictive form of tobacco.

Earlier this month, the former James Bond actor was criticised in India for featuring in an advert for Pan Bahar mouth freshener. In the advert, he uses the freshener and says: “Pan Bahar, class never goes out of style”.

Many have linked Pan Bahar with pan masala and gutka, a strong mixture of tobacco, crushed betel nut, clove, lime and other ingredients which can be addictive. It is chewed by millions of South Asians and spat out in bright red streams. It has been linked with cancer and the products have been banned in several Indian states. The television advert featuring Brosnan has now been banned in India, according to The Indian Express.

The 63-year-old said he is “deeply shocked and saddened” in response and has demanded the company remove “all materials relating to the use of my image and the false endorsement of their product line”. Brosnan said he has the “greatest love and affection for India and its people”.

“As a man who has spent decades championing women’s healthcare and environmental protection, I was distressed to learn of Pan Bahar’s unauthorised and deceptive use of my image to endorse their range of pan masala products,” he said in a statement. “I would never have entered into an agreement to promote a product in India that is dangerous to one’s health.”

Brosnan also drew on the fact he lost both his first wife Cassandra Harris and his 42-year-old daughter Charlotte to ovarian cancer.

“Having endured, in my own personal life, the loss of my first wife and daughter as well as numerous friends to cancer, I am fully committed to supporting women’s healthcare and research programmes that improve human health and alleviate suffering,” he said.

He accused Pan Bahar of “grossly manipulating” media outlets to present him as “brand ambassador” for all their products which he claims violated his contract. He also claims his contract was to advertise a “breath freshener/tooth whitener” which would not include an ingredient that turns saliva red, saying the product was presented to him as “all-natural containing neither tobacco, supari, nor any other harmful ingredient”.

“I shall endeavour to rectify this matter,” Brosnan said. “In the meantime, please accept my sincerest and heartfelt apologies to all whom I have offended.”

Pan Bahar, whose website is now marked as under maintenance, previously told the BBC there was no tobacco or nicotine in their product and blamed a “public misconception” for the furore.

The Independent has attempted to contact Pan Bahar for comment.