Archive · 21 Aug 2026
Akshay Kumar Laughs Off Question Amid Vimal Ad Controversy
Akshay Kumar was attending an event for Acer, a technology company.
A journalist joked that other actors were selling “Kesar” while he was selling Acer.
“Kesar” was a reference to advertisements connected with Vimal Elaichi and pan masala.
Akshay laughed but did not answer the question with words.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff appear in the advertisement.
Maharashtra’s food regulator says the advertisement may indirectly promote pan masala.
The regulator sent notices to the three actors and asked them to respond.
Akshay had appeared in an earlier Vimal advertisement but left after people criticised him.
Akshay Kumar laughed when a journalist contrasted his Acer promotion with other actors’ ‘Kesar’ promotions.
The question referred to Shah Rukh Khan, Ajay Devgn and Tiger Shroff’s Vimal Elaichi advertisement.
Maharashtra’s Food and Drug Administration issued show-cause notices over alleged indirect promotion of Vimal Pan Masala.
The notices reportedly gave the three actors 15 days to respond and were described as a final warning.
Akshay previously left the Vimal campaign after criticism, apologised and pledged his endorsement fee to a worthy cause.
- Who
- Akshay Kumar, Shah Rukh Khan, Ajay Devgn, Tiger Shroff and Maharashtra Food and Drug Administration officials.
- What
- Akshay laughed at a question about his Acer endorsement amid controversy over a Vimal Elaichi advertisement.
- When
- The Acer promotional event took place on August 20, 2026; the notices were reported as issued on August 11, 2026.
- Where
- At an Acer promotional event in India; the notices were reportedly sent to addresses in Bandra and Juhu and to Tiger Shroff Productions LLP.
- Why
- The journalist was referring to criticism and regulatory scrutiny of advertisements allegedly linked to pan masala promotion.
Regulatory and Public-Health Concerns
Celebrity and Advertising Defenses
Whether the advertisement promotes pan masala
Regulatory and Public-Health Concerns
The Maharashtra FDA says the Vimal Elaichi advertisement may amount to misleading or surrogate promotion of Vimal Pan Masala, which it says is prohibited in Maharashtra.
Celebrity and Advertising Defenses
Ajay Devgn has said he was endorsing elaichi rather than pan masala, while Shah Rukh Khan has argued that products considered harmful should be prohibited by authorities rather than leaving actors unable to advertise legally sold products.
Responsibility for endorsements
Regulatory and Public-Health Concerns
Critics have objected to actors associating themselves with brands linked to pan masala and tobacco-related products.
Celebrity and Advertising Defenses
Akshay Kumar apologised after the backlash and left the Vimal campaign; Shah Rukh Khan and Ajay Devgn have defended their positions, with Devgn describing endorsement decisions as a personal choice.
- Acer announcement
- Akshay Kumar was announced as Acer’s brand ambassador in India on August 20, 2026.
- Journalist’s question
- The reporter asked why others were promoting ‘Kesar’ while Akshay was promoting Acer.
- Advertisement
- Shah Rukh Khan, Ajay Devgn and Tiger Shroff appear in a Vimal Elaichi advertisement.
- Regulator
- The Maharashtra Food and Drug Administration issued show-cause notices to the three actors.
- Regulatory concern
- The FDA alleged that the advertisement could be indirect or surrogate promotion of Vimal Pan Masala.
- Response deadline
- The notices reportedly sought responses from the actors within 15 days.
- Akshay’s earlier decision
- After criticism of his 2022 Vimal association, Akshay apologised, stepped away and said he would donate his endorsement fee to a worthy cause.
