Mukesh Khanna Calls for Apology from Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Amidst Pan Masala Endorsement Controversy
Mumbai, India – Veteran actor Mukesh Khanna has publicly backed the Maharashtra Food and Drug Administration’s (FDA) recent action against Bollywood luminaries Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The celebrities have received show-cause notices for their alleged indirect promotion of pan masala through an advertisement for Vimal Elaichi. Khanna, known for his outspoken views, has not only supported the FDA’s stance but has also called for the actors to issue a public apology for sending what he perceives as a harmful message to their audience.
In a video shared on Instagram, Khanna articulated his strong disapproval, stating, "I would like to start by saying that the government and the FDA have sent a notice to three big artists." He expressed his long-held belief that prominent figures, despite their public image and comfortable lives, are inadvertently misleading their fans by participating in such endorsements. "And now, what I have been saying for a long time, big artists who think they are good people and lead a good life are showing people the wrong way to live. I have said many times, what are you doing? You have a lot to do. Still, why are you doing such ads? Even though you are promoting elaichi, you are promoting the same brand indirectly."
Khanna further questioned the timing of the authorities’ intervention, expressing surprise at the delay in action. He stated, "Why are you putting goods in the market which are banned in Maharashtra? I am surprised that all these officials took action on behalf of the government. Why so late? Why are they getting so many lakhs and crores of rupees? No one does this. Even the government was getting a lot of money from it. I did not understand." This query highlights a broader concern about the efficacy and promptness of regulatory bodies in addressing such issues.
The veteran actor didn’t mince words when demanding accountability from Khan, Devgn, and Shroff. He urged them to take proactive steps to rectify the perceived misstep. "I would even say that these actors should move forward and publicly apologise for making a wrong ad. They have given the wrong message earlier, so now it is their duty to turn it around and give the right message that this thing is not for eating," Khanna emphasized, placing the onus on the actors to set a positive example for their extensive fan base.
The Maharashtra FDA’s show-cause notices were issued following the actors’ appearance in a 2024 advertisement for Vimal Elaichi. The FDA contends that while the product itself is elaichi (cardamom), its association with the Vimal brand indirectly promotes pan masala, a product often linked to adverse health effects. Under the leadership of Tukaram Mundhe, the FDA has directed the actors to cease their involvement in the campaign and remove all related promotional content from their social media platforms. Furthermore, the FDA has requested copies of their endorsement agreements, campaign briefs, payment details, and proof of due diligence, aiming to gain a comprehensive understanding of the terms and nature of these celebrity endorsements.
This incident reignites the ongoing debate surrounding celebrity endorsements of products that may carry health risks, prompting a call for greater responsibility from public figures in the messages they convey to their audiences.
