Crime Today News
By Vikram Kilpady
Bollywood megastars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been summoned by a consumer disputes redressal commission in Jaipur over a potentially deceptive advertisement for Vimal Pan Masala, which claims to contain saffron.
The commission also issued a notice to Vimal Kumar Agarwal, chairman of JB Industries, the company behind the brand. The four have been given 30 days to respond to the complaint by Jaipur advocate Yogendra Singh Badiyal. Failure to respond may result in the case being decided ex-parte.
Badiyal’s complaint targets the tagline claiming that “every grain of Vimal Pan Masala has saffron”. Given that saffron costs around Rs four lakh per kg while a pack of the pan masala retails for just Rs five, Badiyal alleges this is a clear marketing ploy rather than a truthful representation.
Consumer Deception And Health Risks
Badiyal argues that the misleading claim has not only driven profits for JB Industries, but has also endangered public health. Pan masala consumption is linked to severe illnesses, including cancer.
The complaint urges fines, a ban on the misleading advertisement, and accountability for both the company and the endorsing celebrities.
Supreme Court’s Warning To Celebrities
This complaint gains traction in light of a May 2024 Supreme Court judgment holding celebrities, influencers and advertisers accountable for promoting misleading products.
In the Patanjali Ayurved case, the Supreme Court warned yoga guru Ramdev and MD Acharya Balkrishna against violating their undertaking after they ran advertisements undermining Allopathy. The bench emphasized that endorsers bear responsibility for promoting false claims.
“We are of the opinion that advertisers, advertising agencies, and endorsers are equally responsible for issuing false and misleading advertisements,” Justices Hima Kohli and Ahsanuddin Amanullah stated.
The Court also instructed the centre to empower consumers to report such cases, with an oversight committee now monitoring misleading content.
The Pan Masala Industry’s Complex Reality
Pan masala—a blend of arecanut, slaked lime, catechu, and flavourings—is a Rs 46,000 crore industry projected to grow to Rs 64,000 crore by 2033. Though often marketed as a “safer” alternative to smoking, pan masala products—especially those with tobacco—pose serious health risks.
States like Uttar Pradesh, Bihar, Maharashtra, Madhya Pradesh, Odisha, and Jharkhand are the largest consumer bases, with Delhi also showing significant demand. Despite legal restrictions, minors often access these products easily, increasing youth exposure to nicotine addiction.
A History Of Stains And Stars
Pan masala advertising took off in the 1980s, famously featuring veteran actor Shammi Kapoor. Over the years, the industry’s influence expanded—sometimes quite literally—as stains marked office walls, staircases, and corridors.
The Shiv Sena’s rise in Mumbai was famously linked to anti-migrant campaigns where “pan masala stains” became a symbolic marker of outsider labourers.
Today, the industry’s tactics include surrogate advertising, where pan masala brands promote their non-tobacco products to circumvent restrictions. Recently, the government warned the Indian Premier League to ban such tactics, highlighting concerns over the influence on young viewers.
Accountability Or Sensationalism?
While Badiyal’s complaint raises valid concerns about public health and misleading advertising, critics argue that dragging Bollywood stars into the fray may be more about grabbing headlines than achieving meaningful reform.
The expectation that every Rs five packet of Vimal Pan Masala should contain saffron seems unrealistic—reminiscent of Birbal’s legendary khichdi tale, where waiting for rice to cook by candlelight symbolized impossible expectations.
Nonetheless, this case underscores the growing need for celebrities to be discerning about what they endorse. Advertising may thrive on star power, but as the Supreme Court ruling makes clear—with great influence comes great responsibility.
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