Mukesh Khanna, known for playing Bhishma Pitamah in Mahabharat and the iconic superhero in Shaktimaan, has spoken out against pan masala advertisements. He has supported the show-cause notices issued by the Maharashtra Food and Drug Administration (FDA) to Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
Khanna said the actors should publicly apologise for appearing in such advertisements. Taking a dig at the campaign, he said the actors were seen in the market doing what he called ‘Kesariya Adaab’.
‘Saffron is not for adaab; it represents courage’
In a video shared on social media, Khanna said he was pleased that the government and FDA had finally taken notice of the issue, although he felt the action came late.
He wrote alongside the video: “Saffron is not for ‘adaab’. It represents valour, courage and bravery.” He criticised the advertisement for using the gesture while promoting a product associated with gutkha consumption.
Khanna also said it was particularly disappointing because the people appearing in such advertisements are popular figures who influence the public. He questioned why celebrities with successful careers would choose to promote such products.
‘Artists can influence the youth’
Khanna said celebrities have the power to influence young people and should use that influence responsibly. He argued that popular actors should not appear in advertisements that could encourage unhealthy habits among children and young people.
He also referred to some of his earlier campaigns and said that he had previously raised concerns about school textbooks and other issues, but felt that authorities often acted only after a considerable delay.
Khanna calls it an indirect promotion of pan masala
Khanna also questioned advertisements in which celebrities promote cardamom under a brand name associated with pan masala.
He described this as a surrogate advertisement, alleging that the campaign indirectly promotes the same brand associated with pan masala, which is banned in Maharashtra.
Khanna questioned why action had taken so long and alleged that celebrities may have earned large sums from such advertisements. He also questioned whether the government had benefited from the revenue generated around the industry.
‘The actors should apologise publicly’
Khanna said the actors should accept that appearing in such advertisements was wrong and issue a public apology.
He said celebrities should also use their platforms to tell people, particularly youngsters, that products such as gutkha and tobacco are harmful and should not be consumed.
Shah Rukh, Ajay and Tiger receive FDA notices
The Maharashtra FDA has issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a Vimal Elaichi advertisement.
According to news agency PTI, the notices were issued on 11 August, asking the three actors to respond within 15 days and clarify their role in the advertisement.
The notices were reportedly sent to Shah Rukh Khan at his Bandra residence, Mannat; Ajay Devgn at his Juhu residence; and Tiger Shroff at the address of his production company, Tiger Shroff Productions LLP.
According to news agency PTI, the FDA sent notices to the three on August 11, seeking a response and clarification on their role in the advertisement within 15 days. Shah Rukh Khan was sent the notice at his Bandra residence ‘Mannat’, Ajay Devgn at his Juhu residence, and Tiger Shroff at the address of his production company ‘Tiger Shroff Productions LLP’.
Why did the FDA issue the notices?
According to the FDA, the advertisement uses the name ‘Vimal’, along with the product and dialogue, in a way that could appear to promote the wider Vimal brand.
As the same brand is associated with pan masala, the FDA suspects that the advertisement could amount to indirect promotion of the banned product.
Gutkha and pan masala have been banned in Maharashtra since 2012
Tobacco- and nicotine-containing gutkha and pan masala have been banned in Maharashtra since 2012, with the ban being renewed periodically.
The latest ban came into effect on 13 July 2026 and is valid for one year. Under the order, the manufacture, possession, transportation, distribution and sale of such products are prohibited.
FDA Commissioner Tukaram Mundhe had also directed officials on 12 June 2026 to take strict action against organised gutkha and tobacco networks, including action under the Maharashtra Control of Organised Crime Act (MCOCA) in coordination with the police.
What is a surrogate advertisement?
A surrogate advertisement promotes a different product under the same brand name as a restricted or prohibited product.
For example, a pan masala brand may advertise cardamom or another permitted product using the same branding, colours and celebrity endorsements associated with its pan masala products.
Such advertising is not automatically illegal. However, the Maharashtra FDA has raised concerns in this case because pan masala is banned in the state and the advertisement could indirectly promote the prohibited product.
Khanna had earlier spoken about Jana Gana Mana
Khanna has also recently made controversial remarks about India’s national anthem.
Speaking to IANS, he reiterated his view that Vande Mataram should be given greater importance and claimed that Jana Gana Mana should be removed as the national anthem.
He argued that Vande Mataram better represents India and said he was happy that it was receiving greater attention in schools.
Khanna also said he was working on a song and planned to release it within six months.
