The Food Safety and Standards Authority of India (FSSAI) has become the latest to tap into the viral “Yes Sir” dialogue from India’s Got Latent Season 2 featuring Geni Kamki, to deliver an important public health message.
In a recent Instagram post, the food regulator recreated the now-viral dialogue to remind consumers that checking the FSSAI logo alone isn’t enough. Instead, it urges people to read the ingredients, nutritional information, allergens, and the Best Before, Expiry or Use By date before purchasing packaged food.
The campaign, shared under the hashtag #HarLabelKuchKehtaHai, ends with a simple message: “Read the label. Know what you choose.”
Link to the post:
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For a regulator traditionally associated with inspections and compliance notices, the campaign marks a notable shift towards culture-led digital communication.
Geni Kamki’s appearance on India’s Got Latent quickly turned her cheerful “Yes Sir” response into one of social media’s biggest viral moments. The dialogue has since been recreated across Instagram by creators and brands alike, becoming a popular format for delivering humorous as well as informative messages.
Instead of using a conventional public service announcement, the regulator has chosen a format that audiences are already familiar with, making an otherwise routine food safety message more relatable and shareable.
While the campaign appears light-hearted, it carries a message that aligns with FSSAI’s broader objective of improving food label literacy.
The regulator urges consumers not to rely solely on branding or the presence of the FSSAI certification mark but to actively examine the information printed on food packages. This includes checking ingredients, nutritional values, allergen declarations and shelf life, details that can help consumers make informed purchasing decisions.
Part of FSSAI’s Larger Focus on Food Labels
The campaign also comes amid a series of regulatory actions centred on food labelling and product claims.
In recent weeks, FSSAI has intensified its scrutiny of food businesses, issuing notices to several brands over alleged misleading claims and labelling concerns.
The regulator recently served notices to Lotte India, Kubera Foods and Ferns N Petals over compliance-related issues. It also issued notices to Red Bull, Sting and four other energy drink brands regarding product claims.
Also read: FSSAI Continues Label Compliance Drive, Issues Notices To Lotte India, Kubera Foods & Ferns N Petals
More recently, FSSAI expanded its enforcement drive by issuing notices to 14 additional food brands, signalling stricter oversight of how packaged food products are labelled and marketed.
Taken together, these actions suggest that food labels have become a key focus area for the regulator. While enforcement ensures brands comply with labelling norms, campaigns like #HarLabelKuchKehtaHai seek to ensure that consumers actually read and understand the information those labels contain.
Also read:
FSSAI Cracks Down On ‘Energy Drink’ Claims, Issues Notices To Red Bull, Sting & 4 Others
