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Jaipur, March 2025 – The Consumer Disputes Redressal Commission in Jaipur has issued notices to Bollywood actors Shahrukh Khan, Ajay Devgn, and Tiger Shroff in connection with their endorsement of a pan masala brand. The action follows allegations that the advertisement misled consumers by promoting a gutka-based product that poses potential health risks.

The complaint was filed by Jaipur-based lawyer Yogendra Singh Badiyal, who argued that the advertisement’s tagline, “Dene Dene Mein Kesar Ka Dum,” falsely implied the presence of saffron (kesar) in the product. The lawyer contended that saffron, which is priced at lakhs of rupees per kilogram, could not feasibly be included in a pan masala product priced at merely ₹5. This discrepancy, according to the complaint, constitutes deceptive advertising that misleads consumers and indirectly promotes harmful consumption practices.

In addition to the Bollywood actors, Vimal Kumar Agarwal, the head of JB Industries—the company behind the product—has also been issued a notice. The commission has directed all involved parties to appear before it on March 19, warning that failure to do so will result in the continuation of proceedings in their absence. The actors and the company have been instructed to submit their responses within 30 days of receiving the notice.

As of now, none of the celebrities have issued a public response regarding the case. Lawyer Badiyal has urged the commission to impose a fine on the actors for endorsing the allegedly misleading advertisement and has called for a ban on the campaign. The case is expected to set a precedent for the accountability of public figures endorsing consumer products, particularly those with potential health implications.

The development has sparked renewed debate over the ethical responsibilities of celebrities in brand endorsements, highlighting concerns about the promotion of products linked to health risks. The outcome of the case remains to be seen as the commission awaits responses from the accused parties.