When an Egyptian tobacco company decided to name a new brand Toshka, cries went up in the pro-government press for the company to pull the cigarettes from the market and stop production.
The calls were strongest in the semi-official al-Gomhuriya daily, whose editor-in-chief, Samir Ragab, later claimed credit for instigating a government ban on the brand.
The company's crime was to give the brand the same name as the country's multi-billion scheme to transform Egypt's vast western desert into useful land for her rapidly increasing population.
In the opinion of the press, naming a product associated with cancer and death after a life-saving government scheme such as the Toshka mega-project, was simply unacceptable.
The brand was renamed.
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