Why a liquor vendor got fined for his out-of-the-box advertising

A liquor shop owner in Madhya Pradesh was fined Rs 10,000 for unauthorised advertising. The banner read 'Dindahade English bolna seekhen' with an arrow pointing to the shop. Authorities acted swiftly, led by the district collector, and issued a legal notice. The shop owner denied wrongdoing, leading to an imposed fine for breaching the terms of the liquor license.