Jaipur: Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have been served notices by the Jaipur-II District Consumer Disputes Redressal Forum over an allegedly misleading advertisement for Vimal Pan Masala. The actors, along with the chairman of JB Industries, the company behind the brand, have been asked to appear before the forum on March 19.
Allegations of Misleading Claims
The notice revolves around the brand’s tagline, “Dane dane mein hai kesar ka dum” (Each grain has the strength of saffron), which appears in the advertisement. The forum, chaired by Gyarsilal Meena and member Hemlata Agarwal, reviewed a complaint filed by Jaipur resident Yogendra Singh Badiyal, who argued that the claim was deceptive.
The petitioner pointed out that saffron costs around ?4 lakh per kg, while a pouch of pan masala with tobacco is sold for just ?5. He argued that at such a low price, it is impossible for the product to contain real saffron, stating, “Forget about adding saffron, even its fragrance cannot be included in it.”
Concerns Over Public Health and Celebrity Endorsements
The complaint also alleged that the misleading advertisement encourages consumers to purchase the pan masala and tobacco combo, ultimately benefiting the manufacturer at the cost of public health. The petitioner claimed that the company is aware of the health risks associated with gutkha (chewing tobacco) but continues to promote the product under the false impression that it contains saffron.
"The company is earning crores through this business while common people are unknowingly inviting serious diseases like cancer by consuming this harmful pan masala-tobacco combination," the complaint stated. The petitioner has urged authorities to ban such advertisements to prevent the public from being misled.
Legal Implications and Industry Debate
The forum has now sought a response from the actors and the company, reigniting the ongoing debate over celebrity endorsements of controversial products like pan masala and gutkha. This case raises important questions about the responsibility of public figures in promoting products that could be detrimental to health.
As the hearing approaches, all eyes will be on how the Bollywood stars and the company respond to the allegations and whether this case sets a precedent for future endorsements in the industry.
