Veteran actor Mukesh Khanna has thrown his weight behind the Maharashtra FDA's action against Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding the Vimal Elaichi advertisement.
- Mukesh Khanna supports the Maharashtra FDA's show-cause notices to top Bollywood stars.
- He labels the Vimal Elaichi campaign as 'surrogate advertising' for banned pan masala.
- Khanna demands a public apology from the actors for misleading the youth.
Renowned actor Mukesh Khanna, celebrated for his iconic roles as Bhishma Pitamah and Shaktimaan, has voiced strong support for the Maharashtra Food and Drug Administration (FDA) in its recent crackdown on celebrity endorsements. The regulator has issued show-cause notices to superstars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their involvement in the 'Vimal Elaichi' advertisement campaign.
In a recent social media video, Khanna criticized the trio for promoting a brand that is closely associated with pan masala, a product subject to strict regulations and bans in certain regions. He took a sharp dig at the campaign's style, referring to it as 'Kesariya Adaab,' and questioned the moral responsibility of influential celebrities who lend their faces to such products.
Why This Matters
BozokMedia analysis shows that this controversy highlights the growing legal scrutiny on 'surrogate advertising' in India. As brands attempt to bypass bans on tobacco and pan masala by promoting secondary products like cardamom or mouth fresheners, regulators like the FDA are tightening their grip to protect public health and consumer interests.
These actors should come forward and publicly apologise, saying that they made the wrong advertisement.
Khanna dismissed the defense that the actors are merely promoting cardamom. He argued that since the brand name remains identical, it constitutes a surrogate advertisement for gutka, which is prohibited in Maharashtra. He further expressed surprise at the delay in government action, questioning if revenue interests played a role in allowing such ads to persist.
Historical Background
Mukesh Khanna has been a consistent critic of celebrity-driven pan masala endorsements. In previous years, he has called out stars like Akshay Kumar, emphasizing that high-profile artists have a duty to set positive examples rather than promoting substances that harm public health. He has often pointed out the discrepancy between the 'healthy' image of stars and the 'unhealthy' products they endorse.
| Aspect | Brand Defense | Khanna's Critique |
|---|---|---|
| Product Identity | Cardamom (Elaichi) | Surrogate Pan Masala |
| Social Impact | Commercial Endorsement | Misleading the Youth |
Frequently Asked Questions
1. Why did the FDA issue notices to these actors?
The FDA alleges that the Vimal Elaichi ad is an indirect way of promoting Vimal Pan Masala, which is banned in Maharashtra.
2. What is Mukesh Khanna's specific demand?
He has demanded that the actors publicly apologize for giving the wrong message to the public.
