‘Please don’t damage the dignity of the Metro’: Delhi man questions pan masala brand’s ad at Noida station, DMRC responds

The user, Saransh Sagar, a digital marketer and public speaker, shared pictures of the ad on X, questioning whether such promotions had DMRC’s approval.

DMRC clarified that the advertisements mentioned above are not included in this restricted list

The Delhi Metro Rail Corporation (DMRC) has responded after a social media user raised concerns over an advertisement displayed at Noida’s Electronic City Metro Station, which appeared to promote Vimal pan masala through a surrogate campaign for its ‘Elaichi’ (cardamom) variant.

The user, Saransh Sagar, a digital marketer and public speaker, shared pictures of the ad on X, questioning whether such promotions had DMRC’s approval. “Is this promotion happening at Noida Electronic City Metro Station with the permission of Delhi Metro? These are relatives of such intoxicating substances that a person can easily become an addict or dependent by consuming them!” he wrote, adding, “Please do not damage the dignity and decorum of the Metro by putting up such advertisements.”

The ad in question promotes Vimal’s cardamom product but falls under what is commonly known as surrogate advertising — a loophole that allows brands to indirectly promote banned products like tobacco, pan masala or alcohol by advertising a “legal” variant under the same brand name.

Check out the post:

नोएडा इलेक्ट्रॉनिक सिटी मेट्रो स्टेशन पर इसका प्रचार क्या दिल्ली मेट्रो की अनुमति से हो रहा है ? ये ऐसे मादक पदार्थ के रिश्तेदार है जिन्हें खाकर व्यक्ति आसानी से नशेड़ी य व्यसनी हो सकता है ! कृपया ऐसे प्रचार लगाकर मेट्रो की गरिमा मर्यादा न खराब करे @OfficialDMRC @noida_authority pic.twitter.com/r6xXQcgnGy

— Saransh Sagar (@saranshsagar999) October 27, 2025

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Responding to the post, DMRC clarified that the “advertisements mentioned above are not included in this restricted list.” It further explained, “The Delhi Metro rents out advertising space in metro stations and trains to increase its revenue. The licence agreement includes a ‘restricted list’, which covers items that cannot be advertised. The advertisements mentioned above are not included in this restricted list.”

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However, DMRC’s clarification did not convince everyone online. One user wrote, “Our DMRC is as good as the brand ambassador of this ad.” Another commented, “Who eats Vimal elaichi? Surrogate ads make sure the poor remain addicted to these products. Our government has improved a lot of things, it needs to work on this immediately.”

A third user pointed to the broader issue, writing, “They smartly get away with the convenient laws framed,” highlighting how companies continue to exploit advertising loopholes to maintain visibility for restricted products.