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In 2022, Akshay Kumar, after facing intense criticism for endorsing a pan masala brand, issued a public apology to his fans, acknowledging the negative impact of his association with the product. The actor may have announced his decision to step down as the brand ambassador and pledged to be more selective in his future endorsements, but Shaktimaan and Mahabharat actor Mukesh Khanna is livid over the recent trend of Bollywood superstars endorsing tobacco brands. The actor, known for his outspoken nature, recently lambasted Shah Rukh Khan, Akshay and Ajay Devgn for their involvement in such advertisements.
The controversy erupted last year when a tobacco brand unveiled an ad featuring the trio, sparking widespread outrage on social media. Khanna, in a recent interview with Bollywood Bubble, didn’t mince his words, calling for stern action against these actors. “If you ask me, I’d say, inko pakad ke maarna chaahiye (catch them and beat them up),” Khanna thundered.
He revealed having scolded Akshay personally, despite the actor’s health-conscious image. “I have told this to them. Maine toh Akshay Kumar ko daanta bhi. (I have even scolded Akshay Kumar). Health conscious aadmi hai aur kehta hai aadaab. Ajay Devgn bhi kehta hai aadaab aur ab toh Shah Rukh Khan bhi shuru hogaya (He is such a health-conscious man otherwise, and he says aadaab, Ajay Devgn says aadaab, and now Shah Rukh Khan is doing the same). Crores of rupees are spent on making these ads. Aap kya sikha rahe ho logon ko? (And what are you teaching the people?) (They say) we are not selling pan-masala, they say it’s supari (beetle nut). But they know what they are doing,” an angry Khanna rued.
The actor also targeted the deceptive nature of these ads, comparing them to Kingfisher beer commercials. He questioned the stars’ financial motivations, suggesting they have ample resources. Khanna, however, proudly declared he has always turned down such offers, urging his contemporaries to follow suit. “When you do a Kingfisher ad, it means you are selling Kingfisher beer. Everybody knows it, it is called a ‘deceptive ad’. Why do they do these ads? Do they not have money? I have told them this, don’t do these things, you have a lot of money. Some actors have retrieved it, Akshay is one of them. If I am not wrong, Amitabh Bachchan has also moved away from it. But, to this date, crores of rupees are spent on making these ads… people are spraying colour on each other, (and saying) Kesariya jabaan (saffron tongue). You are teaching people to consume gutka!” he urged. With his sharp criticism, Khanna has reignited the debate on the influence of celebrities in promoting harmful products.
Mukesh Khanna says he scolded Akshay Kumar for doing Vimal Elaichi commercial (Photos: Instagram/Mukesh Khanna/YouTube/Vimal Elaichi)
In his apology issued on his X (Twitter) handle, Akshay had written, “I am sorry. I would like to apologise to you, all my fans and well-wishers. Your reaction over the past few days has deeply affected me. While I have not and will not endorse tobacco, I respect the outpouring of your feelings in light of my association with Vimal Elaichi. With all humility, I step back. I have decided to contribute the entire endorsement fee towards a worthy cause. The brand might continue airing the ads till the legal duration of the contract that is binding upon me, but I promise to be extremely mindful in making my future choices. In return I shall forever continue to ask for your love and wishes.”
An advertisement featuring SRK, Ajay and Akshay for a purported pan masala brand had ignited a wave of controversy where the trio was seen promoting cardamom-flavoured products, a move that didn’t go unnoticed by fans. Social media was abuzz with criticism, accusing the actors of promoting harmful habits. Old videos of Akshay publicly vowing against endorsing such products were dug out and widely shared, adding fuel to the fire. However, when Ajay was asked about similar backlash at a media interaction, he responded, “It is a personal choice.”
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