Aruvi, the film that is currently being regarded as one of Tamil cinema’s best this year, has, unsurprisingly, ruffled some feathers for its controversial content – particularly that of the depiction of smoking on the posters and trailers. According to The Times of India, a Tamil Nadu-based NGO called Tamil Nadu People’s Forum for Tobacco Control (TNPFTC) alleges that the makers of the film have violated the Cigarettes and Other Tobacco Products Act (COTPA) 2003.
Stating that the posters and trailers do not contain any warnings with respect to smoking, which the protagonist Aruvi (played by Aditi Balan) is seen doing, the NGO wants action taken against the makers. “They are plastered on bus stops, on walls along the roads; places frequented by children, students, young adults and so on. These are clear violations of tobacco control laws as according. We have sought for removal of the posters,” TNPFTC state convener S Cyril Alexander tells ToI.
Director of public health Dr K Kolandaisamy has said that there will be action taken if these are indeed violations.
Incidentally, Anbanavan Asaradhavan Adangadhavan (AAA) that released this year, features posters where the actor Silambarasan is seen smoking, without any warnings on the poster.
Aruvi is directed by Arun Prabu Purushothaman, and stars newcomer Aditi Balan, who has had no film connections before this and is a professional lawyer and football player. The film is produced by SR Prabhu and has music by Bindhu Malini and Vedanth Bharadwaj.
Read Silverscreen‘s review of Aruvi: A Moving Portrait Of A Young Woman Whose Life Is Extraordinary & Ordinary All At Once