In March 2025, the Jaipur District Consumer Disputes Redressal Forum issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The notices were in response to allegations of misleading advertising, particularly the claim that each grain of the pan masala contained saffron. The forum scheduled a hearing for March 19, summoning the parties to address these concerns.
“The three actors, including Shahrukh Khan, Ajay Devgan and Tiger Shroff, advertise it to increase its sales. It is claimed in the advertisement that it contains saffron. However, the truth is that the price of saffron is around 4 lakh rupees per kg and their Pan Masala with Tobacco pouch comes in at Rs 5. In such a situation, forget about adding saffron, even its fragrance cannot be added to it,” the petitioner said.
Back in 2022, Ajay Devgn addressed criticisms regarding his association with such brands. He stated that his endorsement was for ‘elaichi’ (cardamom) and emphasised personal choice in such matters. As per Indian Express, Devgn remarked, “It is a personal choice. When you do something, you also see how harmful it would be. Some things are harmful, some are not.” He further added, “I was doing elaichi. What I feel is more than advertisements, if certain things are so wrong, then they should not be sold.”
Akshay Kumar had also faced backlash in 2022 for his involvement in a similar advertisement for a Pan Masala commercial. Responding to public criticism, ‘Khiladi’ actor issued an apology on his social media stating, stating, “I am sorry. I would like to apologise to you, all my fans and well-wishers. Your reaction over the past few days has deeply affected me.” He clarified that he had never endorsed tobacco and pledged to be mindful of his future choices. Akshay also committed his entire endorsement fee to a worthy cause.

‘Shaktimaan’ actor Mukesh Khanna, had also strongly criticised these stars for endorsing pan masala brands. In a past interview with Bollywood Bubble, he expressed his anger over actors promoting such products for hefty fees. When asked whether celebrities should be more responsible in their endorsements, he responded saying, “If you ask me, I’d say, inko pakad ke maarna chaahiye (catch them and beat them up). I have told this to them. I have even scolded Akshay Kumar. He is such a health-conscious man otherwise..”