It is increasingly necessary for celebrities to be aware of their own influence. A single endorsement can have far reaching consequences. This was seen recently with Vimal Elaichi’s new advertisement. As soon as the Indian brand released its DVC, social media erupted with backlash directed towards their newest celebrity endorser: Akshay Kumar.
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The advertisement features Kumar as the newest “khiladi” (player) in Vimal’s advertising campaign. While the DVC itself is only promoting Vimal’s elaichi (cardamom seeds), the brand more popularly sells pan masala, which is a form of edible tobacco.
Both Kumar’s fans and critics pointed out that he’s built an image around emphasizing the importance of health and fitness. Clips of the advertisement were shared alongside a 2018 video of Kumar vowing never to be tempted by the substantial monetary offers of tobacco brands.
@ajaydevgn @iamsrk @akshaykumar icons of bollywood – are ur kids having this product at home ? Will u promote them to use this ? Kesar ka dum , zubaa kesari , vimal elachi ? To survive u dont need to do such ads. U guys have gr8 fan base n gr8 brand value. Plz stop this 🙏🏻 pic.twitter.com/b4QOccN33K
— Chiraag D (@cdesaai) April 20, 2022
Social media users stressed that the advertisement amounts to surrogate advertising. Even though Kumar is not promoting pan masala, he is endorsing a brand which sells it.
Little disappointed with #AkshayKumar joining the #Vimal Universe…
Surrogate advertising exists for a reason..
They say Vimal “Elaichi” is the product, but eventually we all know, they’re selling Tobacco products, by proxy.
Big paycheck though.😔
pic.twitter.com/olRcItT4wp— Nik_Invinci Shukriya Sidharth🙏 #SidHeart 4 Life❣️ (@DrStrangeNik) April 14, 2022
Kumar costarred in the advertisement alongside Shahrukh Khan and Ajay Devgan. While criticism did include the latter two, many pointed out that their endorsement is not as off-brand as Kumar’s.
Also, Akshay Kumar is considered the epitome of fitness. He is the idol for millions. He’s even associated with health and fitness companies like GoQii as a health ambassador.
That’s why the huge uproar. Ajay Devgan’s been endorsing Vimal for years but no one really cares.— Neha Chamaria (@NehamsChamaria) April 21, 2022
Kumar finally addressed these concerns on his social media last night. The actor apologized to his fans and promised to donate the endorsement fee he has received from Vimal. He also vowed to be “more mindful” in the future.
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While most of Kumar’s fans accepted his apology and applauded him, many still feel that his decision was questionable and hypocritical.
Mr. Akshay. No one trusts you and your lies. How will we know you have donated your Vimal elaichi endorsement money to charity. Please stop fooling Indians.
— STAND AGAINST HATRED (@Bharatbachaoab) April 21, 2022
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