Pierce Brosnan, famous for portraying British secret agent James Bond 007, made headlines after he was seen promoting Pan Bahar, an Indian brand of pan masala.

In an interview to People magazine, Brosnan said he was “deeply shocked and saddened” over his controversial participation in the endorsement of Pan Bahar, as he was unaware about the harmful effects of pan masala.

“As a man who has spent decades championing women’s healthcare and environmental protection, I was distressed to learn of Pan Bahar’s unauthorized and deceptive use of my image to endorse their range of pan masala products,” the statement read.

“I would never have entered into an agreement to promote a product in India that is dangerous to one’s health,” added the statement.

Days ago Indian dailies covered with front-page advertisements splashed with images of a bearded Pierce Brosnan, holding a pack of pan masala, exploded the internet.

Brosnan revealed that he was told to advertise a “breath freshener/tooth whitener,” which wouldn’t include an ingredient that turns saliva red. He explained that he was assured the product was “all-natural containing neither tobacco, supari, nor any other harmful ingredient."

The fifth actor to play James Bond actor said he demanded that the company removed his image from all their products, and offered apologies to Indians over his endorsement.

“In the meantime, please accept my sincerest and heartfelt apologies to all whom I have offended.”

Copyright Business Recorder, 2016