Mukesh Khanna has urged Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff to issue public apologies regarding their involvement in promoting pan masala through advertisements. In a recent video posted on social media, Khanna expressed his support for the actions taken by the Maharashtra Food and Drug Administration (FDA) and voiced his discontent over the campaign’s messaging, specifically the phrase ‘Kesariya Adaab’ used within the promotion.

Khanna noted that the government and FDA had issued notices to the actors concerning the controversial advertisement, marking a significant step towards accountability. The actor conveyed satisfaction with the official actions but stressed that the celebrities ought to acknowledge the harmful implications of their endorsements and discourage the consumption of such products.

In his remarks, the 68-year-old actor, known for roles in “Mahabharat” and “Shaktimaan,” mentioned, “It pleases me that the government acknowledges my concerns, though it often takes time for action to materialise.” He reflected on previous issues he had highlighted, asserting a need for better responsiveness from authorities.

Concerns Regarding Celebrity Influence

Khanna discussed the detrimental impact that celebrity endorsements can have on impressionable youth. He criticised the notion that famous individuals, who enjoy privileged lifestyles, should promote behaviours linked to unhealthy products. The actor challenged the logic behind the actors’ decisions to endorse such advertisements, asking, “What are you doing? You have so much else you can contribute to society instead of promoting these products.”

He pointed out that the distinction drawn between advertising cardamom and pan masala under the same brand is misleading. Khanna emphasised that using similar branding constitutes a surrogate advertisement, indirectly promoting the banned substance gutka. He conveyed dissatisfaction with the delayed action from government officials, questioning the motivations behind the prolonged allowance of such advertising practices.

Welcoming the notices, Khanna affirmed, “I am pleased that the FDA has issued stringent notices to these actors, demanding explanations for their involvement in the advertisement.” He believes it is now the actors’ responsibility to validate their roles and publicly recognise the negative messaging conveyed through the campaign.

Maharashtra FDA’s Notice and Background

The Maharashtra FDA’s notice raises critical issues regarding the advertisement’s portrayal of the Vimal brand and its product representation. The regulatory body indicated that the manner in which the brand name and related dialogues are presented could effectively promote its pan masala product under the guise of legality.

Reports suggest that notices were dispatched to Khan’s residence, Mannat, in Bandra, as well as to Devgn’s Juhu home and to Tiger Shroff Productions LLP. The FDA has requested that all three actors provide a detailed response within the next 15 days elucidating their roles in the advertising initiative.

Khanna’s previous criticisms of celebrity endorsements related to pan masala date back several years. In 2024, he specifically targeted an advertisement featuring Shah Rukh Khan, Ajay Devgn, and Akshay Kumar, vocally condemning the celebrities for their roles. He articulated concerns about the potential harm such endorsements impart to the public, remarking on the substantial financial investments behind these advertisements and questioning their societal value.

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