Bollywood superstar Salman Khan has once again found himself in the middle of controversy, this time for endorsing a pan masala brand that has landed him in legal trouble. A consumer court in Kota has issued a notice to the actor, questioning his involvement in a series of advertisements that allegedly misled consumers about the ingredients and quality of the product. The complaint claims that the brand’s marketing campaign made exaggerated claims about its product being “saffron-infused,” despite saffron’s exorbitant cost making such a claim impossible for a pouch priced at just ₹5. The court has sought Khan’s response to the complaint by November 27, marking yet another chapter in the ongoing debate about celebrity accountability in brand endorsements.
At the centre of the issue lies the larger question of why some of India’s biggest and most respected film stars continue to endorse products like pan masala, which have long been associated with health risks and social disapproval. For many, these decisions appear contradictory — stars who are idolised by millions across generations associating themselves with products that neither align with their public image nor contribute to societal well-being. Yet, the trend persists.
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One of the primary reasons for this is the immense financial incentive. For celebrities at the top of the entertainment hierarchy, brand deals often bring in income that rivals or even surpasses film contracts. A single advertisement campaign featuring a major Bollywood name can fetch several crores, making it a lucrative proposition that demands relatively little effort compared to a movie project. For many stars, these deals provide a steady income between films, acting as a cushion against the unpredictable nature of the box office.
Salman Khan: The ‘people’s hero’, but the accountability?
However, it isn’t just about the money. There’s also a calculated perception angle involved. Endorsing mass-market products like pan masala or cardamom often helps celebrities stay relevant among audiences in smaller towns and rural India, where such products are part of daily life. A star like Salman Khan, whose fan base spans across urban and rural demographics, may see such deals as an extension of his “people’s hero” image — grounded, accessible, and relatable. The logic is simple: the more a star appears in everyday contexts, the stronger his cultural hold becomes.
But the risk in such associations is enormous. Pan masala, in particular, has been under scrutiny for years due to its association with oral cancer and other health issues. Even when marketed under “elaichi” or non-tobacco variants, the product line is inextricably tied to a controversial legacy. When celebrities lend their names to such brands, they inadvertently lend credibility to the entire product category, blurring ethical lines. The audience’s trust, once earned through years of cinematic goodwill, begins to erode when it seems that the star’s face can appear on anything as long as the cheque is right.
The larger issue here isn’t just about one actor or one brand — it’s about the culture of endorsement in the entertainment industry. For years, celebrities have operated in an environment where endorsement contracts were viewed primarily as business opportunities, with little accountability attached. The rise of social media, however, has changed that dynamic dramatically. Audiences are no longer passive consumers; they are vocal critics who quickly call out anything that feels exploitative or irresponsible. A single advertisement today can trigger a storm of backlash online, affecting not only the brand’s credibility but also the celebrity’s carefully cultivated image.
In the case of Salman Khan, the pan masala controversy comes as a reminder that even the biggest stars are not immune to public scrutiny. Known for his larger-than-life persona and immense fan following, Khan has managed to maintain a certain invincibility over the years. Yet, incidents like these show that celebrity reputations can be fragile, especially when ethical lines appear blurred. The public no longer distinguishes between an actor’s professional choices and their personal values — one wrong association can invite both legal and moral questions.
For the entertainment industry as a whole, the growing number of such incidents should be a wake-up call. As consumer awareness increases and regulatory bodies become more vigilant, stars can no longer afford to rely on their brand managers alone. They must personally evaluate whether a product aligns with the image they wish to project. A lucrative deal might offer short-term financial gain, but the long-term damage to credibility can be far costlier.
In the end, Salman Khan’s case is not just about one misleading advertisement — it’s about a broader pattern of how celebrity endorsements have evolved in India. Fame, in today’s world, comes with greater responsibility than ever before. Audiences are no longer dazzled merely by star power; they demand authenticity and integrity. When the country’s biggest icons associate with products that contradict their public persona, it leaves behind an uneasy question: at what price does stardom come, and how much of it should be for sale?