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Pierce Brosnan 'shocked and saddened' over controversial Indian breath freshener ad

Brosnan... sorry over Indian advert for Pan Bahar - Credit: People
Brosnan… sorry over Indian advert for Pan Bahar – Credit: People

Pierce Brosnan has said sorry for appearing in an advert for a breath freshener product in India which has been linked to cancer.

The former Bond actor appeared as the face of Pan Bahar, a breath freshener associated with ‘pan masala’, an addictive form of chewing tobacco which is used across South East Asia.

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Brosnan also starred in an online ad for the brand, performing Bond-esque stunts and delivering the slogan ‘class never goes out of style’.

But now he’s said that ‘shocked and saddened’ that he’s been linked to the brand’s product, which, while it does not contain tobacco itself, comes with a government health warning.

In a statement issued to People magazine, he said that he had the ‘greatest love and affection for India and its people’.

(Credit: IB Times)
(Credit: IB Times)

“As a man who has spent decades championing women’s healthcare and environmental protection, I was distressed to learn of Pan Bahar’s unauthorized and deceptive use of my image to endorse their range of pan masala products,” he added.

“I would never have entered into an agreement to promote a product in India that is dangerous to one’s health.”

Brosnan said that he agreed to endorse a ‘tooth whitening/breath freshening’ product, not Pan Bahar, claiming that the company had ‘grossly manipulated’ his image in violation of his contract.

“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 programs that improve human health and alleviate suffering,” the statement continued.

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

Social media in India exploded earlier this month when Brosnan’s face appeared alongside the controversial product.

While some found the association amusing, others did not.

Pan masala, or gutka, has been outlawed in some Indian states, after the product, which also has mild psychotropic effects, was linked to mouth cancers and producing red saliva in its users.