SRK, Ajay Devgn, Tiger Shroff face legal notice over ‘misleading’ Vimal Pan Masala ad

Bollywood superstars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, along with JB Industries’ chairman, have been issued legal notices by a Jaipur-based consumer forum over their endorsement of Vimal pan masala. The forum took action after a complaint filed by Jaipur resident Yogendra Singh Badiyal, alleging that the advertisement misleads consumers by claiming that the product contains saffron.

The advertisement in question features the tagline "daane daane mein hai kesar ka dum" (each grain has the strength of saffron). However, the petitioner pointed out that the cost of saffron is nearly Rs 4 lakh per kg, while a pouch of Vimal pan masala costs just Rs 5, making it highly unlikely that real saffron is present in the product. The complaint further argues that even the fragrance of saffron is unlikely to be in such an inexpensive item.

The Jaipur District Consumer Disputes Redressal Forum, chaired by Gyarsilal Meena with member Hemlata Agarwal, has taken cognisance of the case and summoned the actors and company representatives to appear on March 19. The forum has asked them to either attend in person or send a legal representative to respond to the allegations.

The petitioner has demanded a ban on the advertisement, arguing that it spreads false propaganda and misleads consumers. The case has reignited discussions on celebrity responsibility in advertising, with critics questioning whether public figures should endorse products without verifying claims made by brands.

This is not the first time Bollywood actors have faced backlash for endorsing tobacco-based or pan masala brands. Previously, actors like Amitabh Bachchan distanced themselves from such endorsements, citing public health concerns. However, brands continue to rely on A-list celebrities to market their products, drawing criticism from health experts and activists.

With the legal hearing set for March 19, the case could set a precedent for how celebrities are held accountable for misleading advertisements. It remains to be seen whether SRK, Ajay Devgn, and Tiger Shroff will defend their endorsement or distance themselves from the brand amid mounting pressure.