A liquor shop owner in Madhya Pradesh tried to boost sales by highlighting the general tendency of people to become more expressive after drinking, but the plan failed and earned him a fine of Rs 10,000.

Officials said the owner had put up a banner with the message “Dindahade English Bolna Seekhen (learn to speak English during daytime)” near his shop at Nachankheda in Burhanpur district. An arrow below the message pointed to the alcohol vend.

Although it was not clear if the poster sent his sales to a new high, a photo of it went viral on social media, generating chuckles and criticism in equal measures.

The visual also reached the district administration on Saturday, an official said.

Burhanpur District Collector Bhavya Mittal said they directed the Excise Department to take action against the alcohol seller. Excise officials then served a notice to the shop licensee.

In his reply, the shop owner claimed innocence and said it was put up on private land of another person, 40-50 feet from his shop.

He also claimed that some other person had placed the banner as part of a conspiracy. However, his explanation didn’t cut much ice with the officials.

Terming his reply unsatisfactory, the authorities fined him Rs 10,000 for flouting the conditions of his liquor licence, the official said.

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