The Times of India’s front-page actually made news today. At least on Twitter.

We thought at first that this was just Pan Bahar’s artful photoshopping and that the actor, best known for his role as James Bond, Pierce Brosnan didn’t actually sign up to endorse a tobacco and pan masala brand. But, well, he’s signed the ad.

And there is the video, with Brosnan actually mouthing the tagline: “Class never goes out of style”.

Of course, this got Pierce Brosnan trending, with tweets expressing shock and good humour.