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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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A post shared by Vimal Elaichi (@vimalelaichi)

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.

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.

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.

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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A post shared by Akshay Kumar (@akshaykumar)

While most of Kumar’s fans accepted his apology and applauded him, many still feel that his decision was questionable and hypocritical.


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