The Chandigarh Police have arrested a local liquor vend owner after a video showing alcohol being openly served as a promotional stunt in the upscale Sector 9 market went viral on social media, triggering widespread public criticism.
The controversial event, dubbed a “Liquor Langar” by online onlookers, was organized outside a prominent vend named ‘Liquor World’. In the viral footage, representatives were seen pouring Smirnoff-flavored vodka over snow cones—locally known as ice golas—and handing them out to people in the open market.
Following an on-the-spot verification, authorities registered an First Information Report (FIR) under the provisions of the Punjab Excise Act, 1914, and Section 61(2) of the Bharatiya Nyaya Sanhita (BNS). Police identified the arrested owner as Rajesh Sachdeva, a resident of Saketri village. Investigators revealed that the stunt was part of a marketing campaign to launch a new alcohol brand, and confirmed that a private company representative was also actively involved.
The incident has sparked severe backlash, particularly regarding its brazen location. The Sector 9 market is an upscale hub situated barely 300 meters from the Chandigarh Police Headquarters, the office of Punjab Governor and UT Administrator Gulab Chand Kataria, and the offices of both the DGP and SSP.
Critics have questioned how the event managed to continue uninterrupted for several hours in front of prominent government offices. Reports indicate that the promotional video was initially uploaded to Instagram by the contractor himself, but was quickly deleted as public outrage escalated. Despite the online footprint, residents allege that law enforcement failed to take prompt action until the issue gained heavy media attention.
The visuals have ignited a fierce debate online regarding public responsibility and marketing boundaries. While a few social media users viewed it as an unconventional summer marketing tactic, the vast majority of residents have expressed deep concern over the appropriateness of serving free alcohol openly in public spaces, demanding stricter oversight from the excise department.
