Over the past couple of years, metro stations in the country have slowly transformed from being just a transit point to becoming hotspots of commercial opportunity. For instance, the Delhi Metro Rail Corporation, which alone caters to more than 50 lakh passengers daily, has made its platforms, walls, and even train bodies prized real estate for brands looking at mass outreach. This increasing trend of metro ads is a strategic shift in urban marketing.
Traditional billboards and television spots might be effective, but they suffer from audience saturation and limited time for engagement. On the other hand, metro spaces command a captive audience of people waiting for trains or standing on the platforms. But this growing visibility has also sparked debates, particularly over surrogate advertising. A recent controversy happened when a commuter complained about a display of ‘Vimal’ ads at the Noida Metro Station. The commuter questioned how the brand, often associated with pan masala and tobacco products, was featured so visibly in a public place. Now, DMRC has responded to the allegations.
Man questions DRMC on promoting the Vimal brand
A user on social media recently highlighted that advertisements displaying ‘Vimal’ were displayed at the Noida Electronic City Metro Station. He inquired whether the DMRC had approved such promotional material. The X (formerly known as Twitter) user, Saransh Sagar, shared pictures of giant posters of actor Shah Rukh Khan promoting Vimal Elaichi. He also tagged the official handles of DMRC and Noida Authority while questioning the placement of the ads.
Saransh wrote in Hindi that metro stations should maintain their decorum and avoid featuring advertisements of brands associated with restricted or addictive products. His post read,
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! Please do not spoil the dignity and prestige of the metro by putting up such promotions @OfficialDMRC @noida_authority
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
DMRC replies that it only promotes Vimal Elaichi
In response, DMRC has clarified that the ads in question do not violate its guidelines on advertisements. In their reply, DMRC wrote,
Namaskar, Thank you for your suggestion. The Delhi Metro rents out advertising space in metro stations and trains to increase its revenue. The license agreement includes a “restricted list,” which covers items that cannot be advertised. The advertisements mentioned above are not included in this restricted list. Additionally, for any suggestions or questions, you can write to us at https://pcms.dmrc.org/careqr/
नमस्कार,
आपके सुझाव के लिए धन्यवाद। दिल्ली मेट्रो अपनी आय बढ़ाने के लिए मेट्रो स्टेशनों और ट्रेनों में विज्ञापन की जगह किराए पर देती है। लाइसेंस समझौते में एक “प्रतिबंधित सूची” होती है, जिसमें उन चीज़ों को शामिल किया जाता है जिनका विज्ञापन नहीं किया जा सकता। उपरोक्त जिन…— Delhi Metro Rail Corporation (@OfficialDMRC) October 31, 2025
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How did netizens react to the incident?
Meanwhile, the exchange has sparked a conversation around surrogate advertising, a marketing tactic used by companies to promote banned or restricted products such as tobacco or alcohol under the guise of alternative goods like mouth fresheners or music CDs. While the Vimal brand officially promotes its elaichi (cardamom) product line, it is widely recognized for its association with pan masala and related products. It leads many to view such campaigns as indirect endorsements of prohibited items.
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That’s why Saransh’s above-mentioned tweet, within no time, went viral on social media and has generated a significant amount of chatter. Many people agreed with Saransh’s tweet, saying that it’s just a tactic to bypass laws. Others also took a dig at DMRC authorities and the government for allowing such promotions under the guise of Elaichi.
Have a look at some of the reactions:
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They smartly get away with the convenient laws framed. Fucking the whole world knows that nobody is eating elachi & actually consuming gutkha in name of sopari & the eye opener the role models Ajay Devgan & Akshay kumar promoting zubah Kesari…..dare Kajol & Twinkle to…..
— Samir Desai (@samank1407) October 31, 2025
मेरा भारत महान 🇮🇳
Govt needs to stop just watching the show 👀 and start acting!
No brand approvals for elaichi & pan masala under the same name — that’s just shady.
Even the Law Minister alongwith health minister should wake up and see, reforms are long overdue! 🚨🇮🇳— Ketan Shah (@ketanshah786) October 31, 2025
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Bandhu Elaichi hai wo , elaichi nashila padarth 🤔🤔
— Dharmender Jha (@DharmenderJha8) October 31, 2025
@saranshsagar999 Very good initiative!!
Par Govt. ko bus paisa chahiye…wo kuch bhi karegi.— Manit Tyagi (@ManitTyagi) October 31, 2025
इलायची लिखा है इसलिए दिल्ली मेट्रो वाले कुछ नहीं कर सकते हैं वैसे तो मेट्रो के अंदर चुम्मा चुम्मा चल रहा होता है, तब भी कुछ नहीं कर पा रहे थे. मेट्रो वाले बेबस और लाचार है हमारे कानून की तरह.
— Indian 🇮🇳🇮🇳 (@VVindia2008) October 31, 2025
Ad k saath, thuk thuk k laal kar dia jaye to Revenue aur v jyada milega.
— Suraj Singh (@Srj_theSciGeek) October 31, 2025
इलाइची का ad है भाई। बोलो जुबां केसरी
— Dukhi Patrakar (@dukhipatrakar) October 31, 2025
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Vaise mere hisab se to inhen gutka plus Daru bhi allow kar deni chahie to ye uske liye Mana kyon kar dete jab is chij ka promotion kar rahe hain to pic.twitter.com/pMOL6mIvVY
— Lokesh (@Lokesh07613523) October 31, 2025
What do you think about such surrogate advertising? Do share your thoughts with us in the comment section of this article.
