IBFAN presents
TIGERS
A film based on the true story of the whistleblower who challenged unethical infant formula marketing in Pakistan.
English audio with Portuguese subtitles · Opens in Google Drive
The film
One courageous decision exposed a global system
Tigers, directed by Academy Award winner Danis Tanović, tells the story of Syed Aamir Raza Hussain, a former infant formula sales representative in Pakistan. After seeing the consequences of aggressive marketing practices, he decides to speak out — with support from IBFAN and Baby Milk Action.
The film also reveals the tactics powerful corporations may use to prevent evidence from reaching the public, and the challenges faced by whistleblowers, campaigners and journalists seeking accountability.
Based on real events
The story behind Tigers
Syed Aamir worked for Nestlé in Pakistan from 1994 to 1997. In the film he is called Ayan, and the multinational company is represented as Lasta. After witnessing the devastating impact of inappropriate formula use and promotion, he resigns and begins a long effort to bring evidence of unethical marketing practices into the public domain.
His records documented inducements offered to health professionals, pressure to increase prescriptions and instructions aimed at expanding product sales. Despite intimidation and attempts to discredit or silence him, Syed Aamir continued working with public-interest organisations, including IBFAN members, to make the evidence known.
In 1999 the evidence was published in Milking Profits. In 2002 Pakistan adopted the Protection of Breastfeeding and Young Child Nutrition Ordinance, incorporating provisions based on the International Code of Marketing of Breast-milk Substitutes.
The story shows why independent monitoring, whistleblower protection and strong implementation of the International Code remain essential.
Read the fuller chronology
- Syed Aamir works as a medical delegate selling infant formula in Pakistan and keeps detailed professional records of sales practices.
- After learning more about the health consequences of formula promotion and use in unsafe conditions, he resigns.
- He serves a legal notice on the company, supported by extensive notes concerning marketing methods, inducements and prescribing practices.
- The evidence is published in the report Milking Profits: How Nestlé Puts Sales Ahead of Infant Health.
- Pakistan approves the Protection of Breastfeeding and Young Child Nutrition Ordinance, reflecting key provisions of the International Code.
- Tigers has its world premiere at the Toronto International Film Festival, bringing the story to an international audience.
Film details
Cast and production
- Director
- Danis Tanović
- Screenplay
- Danis Tanović, Andy Paterson
- Cinematography
- Erol Zubčević
- Editing
- Prerna Saigal
- Music
- Pritam
- Running time
- 90 minutes
- Year
- 2014
- Countries
- India, France, United Kingdom
- Cast: Emraan Hashmi, Geetanjali Thapa, Danny Huston, Maryam d’Abo, Khalid Abdalla and Adil Hussain
- Producers: Prashita Chaudhary, Kshitij Chaudhary, Guneet Monga, Anurag Kashyap, Andy Paterson, Cat Villiers, Čedomir Kolar and Marc Baschet
- Production companies: Cinemorphic, Sikhya Entertainment and ASAP Films
How the film began
Twelve years in the making
Writer Frank Cottrell-Boyce proposed the film project to IBFAN member Baby Milk Action after reading its newsletter account of Syed Aamir Raza Hussain’s evidence concerning the marketing of baby foods in Pakistan — and the efforts to keep that evidence out of the media.
It took many years for the project to reach the screen. The final screenplay was written by director Danis Tanović and UK producer Andy Paterson. The resulting drama is based on real events and uses fictional names for some people and organisations.
Who is represented?
Ayan, played by Emraan Hashmi, represents Syed Aamir Raza Hussain.
HUB represents the International Baby Food Action Network, including The Network for Consumer Protection in Pakistan, Aktionsgruppe Babynahrung in Germany and Baby Milk Action in the United Kingdom.
Maggi, played by Maryam d’Abo, represents the IBFAN campaigners who helped Syed Aamir, including Tracey Wagner-Rizvi, Andreas Adelberger, Patti Rundall and Mike Brady.
The publication called Making a Difference in the film represents the real report Milking Profits.
Festival screenings
Tigers at international film festivals
- Toronto International Film Festival (TIFF), Canada — world premiere
- 62nd San Sebastián International Film Festival, Spain
- 13th International Film Festival and Forum on Human Rights (FIFDH), Geneva, Switzerland
- 39th São Paulo International Film Festival, Brazil — Brazilian premiere
Watch and read more
Trailer, interviews, debates and press
To keep this page fast, the videos open on YouTube instead of loading multiple embedded players at once.
Debates from the Brazilian Tigers circuit
In the press: the real story of Tigers
A 2018 feature in GQ India traces Syed Aamir’s work as a formula salesperson, his decision to resign, the documentary evidence published in Milking Profits, the wider history of action against unethical baby food marketing, and the long route that finally brought his story to the screen.
Read the original GQ India feature ↗About the director
Danis Tanović
Danis Tanović was born in Zenica, Bosnia and Herzegovina, and grew up in Sarajevo. After studying music and performing arts, his education was interrupted by the siege of Sarajevo. He joined a film crew documenting the Bosnian conflict; the material was later used in films and news reports.
He resumed his film studies in Brussels and completed them in 1997. His feature debut, No Man’s Land (2001), won the Academy Award and Golden Globe for Best Foreign Language Film, the Cannes award for Best Screenplay and many other honours. His subsequent work includes Hell, Cirkus Columbia and An Episode in the Life of an Iron Picker, which received two awards at the Berlin International Film Festival.
Tanović holds Bosnian and Belgian citizenship and has continued to work internationally as a writer and director.
Biographical source: Warm Foundation.
