Days after Akshay Kumar’s apology for Vimal ad, Yash refuses multi-crore endorsement deal for paan masala

A week after Akshay Kumar apologised for having featured in an advertisement for a paan masala brand, another star has refused to get into a contract with a paan masala brand. Riding high on the box office success of KGF Chapter 2, Yash has refused a multi-crore endorsement deal for a paan masala and cardamom brand. The agency that manages endorsement deals for Yash, Exceed Entertainment, has confirmed the news. (Also read: Yash-starrer KGF 2 becomes 3rd-highest-grossing film in Hindi, beats Sanju, PK)

Arjun Banerjee, head of the talent management agency that manages Yash’s endorsements said in a press statement, “I remember when we became a part of the team with Yash and his long time friend and associate Prashant in March 2020, we created an informal group for communication and it was named ‘storm is coming’ that is the belief he is instilled in us, at a time when no one knew when will the filming of KGF2 will complete let alone release and be a monstrous hit. 

“At this point, we as a team are looking at long-term partnerships only, whether it’s in the form of strategic investments, endorsements or equity deals. Recently we declined a double digit multi crore offer from a pan masala brand and are going to be extremely mindful on who we associate with. Given his pan-India appeal, we want use this opportunity to give right kind of messaging to his fans and followers and invest our time and sweat with brands which have a conscience, are like minded and want to play the long game, just like the man himself,” he added.

The news comes just days after Akshay Kumar announced his disassociation with a paan masala brand soon after featuring in an advertisement for the brand. He had joined Ajay Devgn and Shah Rukh Khan for the promos of Vimal’s cardamom products. The brand also sells tobacco products. Last week, Akshay apologised to his fans, and shared a note that said he’d use the endorsement fee for a worthy cause.

Soon after he appeared in a new Vimal ad alongside Shah Rukh and Ajay Devgn, Akshay faced an outrage on social media. The actor promised to be “extremely mindful in making future choices”.

Kumar wrote in his post, “I am sorry. I would like to apologise to you, all my fans and well-wishers. Your reaction over the past few days has deeply affected me. While I have not and will not endorse tobacco, I respect the outpouring of your feelings in light of my association with Vimal Elaichi. With all humility, I step back.”