Pierce Brosnan’s ‘James Bond’-style advert has sparked a backlash

Double uh-oh seven.

Pierce Brosnan in GoldenEye
007 Pierce Brosnan in GoldenEye. Image MGM/United Artists/Eon

Pierce Brosnan has provoked a fan backlash by appearing in an advertising campaign for Pan Bahar, a product that some feel is linked to a highly addictive form of chewing tobacco.

The former 007 appears in an advert during which he uses a tin of Pan Bahar mouth freshener as a Bond-themed weapon. He also utters the line “class never goes out of style”.

Pan Bahar has been linked to several serious illnesses including mouth cancer and it is currently banned in several Indian states.

Despite this, it is still chewed by millions of South Asians, some of which have become addicted to its supposed psychotropic effects.

Ashok & co, the company that manufacture Pan Bahar when interviewed by the BBC claimed the public outcry was due to a “public misconception”.

“After the 1990s when gutka flooded the market, all mouth freshener products also got a bad name,” a spokesman for the company said.

“We are trying to change that perception and this is a first step”.

Pan Bahar is not the first Indian brand Brosnan has endorsed. He has appeared in an advertising campaign for the menswear brand Reid & Taylor back in the early 2000’s.

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Loaded digital reporter Oli Palmer has been writing about film/TV since 2013. Follow Oli on Twitter at @olipalmer