Filmmaker Sanjay Gupta has sparked a pointed conversation around how Hindi cinema sells its heroes, this time by taking aim at film posters that place cigarettes front and centre. On September 27, 2026, Gupta took to X and questioned why anti-smoking warnings remain mandatory in theatres while promotional material for major films still uses smoking as a striking part of star imagery.
His post featured a collage of Ranbir Kapoor from Animal, Ranveer Singh from Dhurandhar, and Vicky Kaushal from Love & War, with all three stars shown smoking. Gupta wrote, “What is the point of those unpleasant anti smoking reels we have to endure before and during films when these are the posters of the films?”
Sanjay Gupta’s Post Triggers A Sharp Backlash
The post quickly set off strong reactions online, with users debating whether such imagery undercuts the very public health messaging audiences are made to sit through inside cinemas. One user pointed to Gupta’s own 2002 crime thriller Kaante, recalling a song sequence featuring Sanjay Dutt smoking and calling out the contradiction head-on.
The comment read, “Suprised that this is coming from the director of the movie Kaante which has a song which says ‘ciggrate ke dhuan ka challa banake, collar ko thodasa upar chada ke’…what an irony,”
Gupta responded just as bluntly, writing, “There were no non smoking ads then you genius,” making it clear that he views the debate through changed rules and a different era of public messaging.
Why Love & War Became Part Of The Debate
As the online exchange gathered traction, Love & War found itself pulled into a wider conversation that had moved beyond one poster and into the way stars are visually framed for audiences. Because Gupta grouped Vicky Kaushal’s look from the film with Animal and Dhurandhar, the discussion quickly shifted from a social media post to a larger question about whether cigarette imagery remains an easy shorthand for intensity, rebellion and masculine edge in mainstream promotions.
That is what has made Love & War part of this flashpoint. The Sanjay Leela Bhansali directorial stars Ranbir Kapoor, Alia Bhatt and Vicky Kaushal, and is currently slated for release on January 21, 2027. Even before release, the film has drawn attention for its high-profile cast and visually charged presentation, and Gupta’s criticism has now added another layer to that attention.
Vicky Kaushal’s Star Image In Focus
The controversy has also sharpened attention on how Vicky Kaushal is being positioned at this stage of his career. Coming off major headline-making projects in recent years, the actor’s screen image now carries a certain weight, which is why even a single poster detail can trigger a larger cultural reading.
In this case, the discussion is not about performance or plot, but about packaging. When a cigarette becomes part of a star’s first-look identity, it stops being just a design choice and starts functioning as a signal. Gupta’s post has turned that signal into the real story, placing the focus on how Bollywood still uses familiar visual codes to sell power, danger and allure, even as official messaging pushes in the opposite direction.
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