The Jaipur District Consumer Forum has served legal notices to Bollywood superstars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their endorsement of Vimal Pan Masala. The district consumer disputes redressal forum in Jaipur has also issued a notice to the chairman of Vimal Gutkha brand manufacturer, JB Industries, summoning them to appear before the court on March 19, 2025.
According to a Times of India report, the authorities have served notices to the actors over allegations of misleading advertising. The controversy stems from the advertisement’s claim that each grain of the pan masala contains ‘saffron.’ The petitioner has challenged the credibility of this statement, arguing that the cost of saffron is around ₹4 lakh per kilogram, whereas a pan masala and tobacco pouch is sold for just ₹5.
The complaint accuses the actors of “spreading false propaganda” by endorsing a product that falsely claims to include saffron in every grain. The petitioner argues that at such a low price, it is impossible to include even the fragrance of saffron, let alone the actual ingredient. The complaint further alleges that the misleading ad aims to increase sales by falsely portraying premium ingredients to attract consumers.
The legal action against the Bollywood stars raises questions about the responsibility of celebrities when endorsing brands. This case highlights growing concerns over the ethical implications of celebrity endorsements, especially in the tobacco and pan masala industry. Public health experts have repeatedly criticized Bollywood’s association with such products, arguing that these endorsements contribute to increased tobacco consumption.
This is not the first time Bollywood celebrities have faced backlash over endorsing tobacco-related products. Earlier, several actors, including Akshay Kumar, had distanced themselves from such endorsements following public outrage. However, Shah Rukh Khan and Ajay Devgn have continued their association with the brand, leading to renewed criticism from health activists and regulatory authorities.
As of now, Shah Rukh Khan, Ajay Devgn, Tiger Shroff, and JB Industries have not issued any official statements regarding the legal notice. Fans and industry experts are keenly watching how the case unfolds and whether the actors will defend their endorsement or reconsider their association with the brand.
The legal notices served to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff mark a significant moment in holding celebrities accountable for the brands they endorse. The outcome of this case could influence future celebrity endorsements and strengthen regulations against misleading advertisements. As the hearing date approaches, all eyes remain on the Jaipur District Consumer Forum to see how the case progresses.
