Unveiling the Mystery: Akshay Kumar’s Surrogate Advertising Saga

In a surprising turn of events, Bollywood superstar Akshay Kumar has found himself at the center of a new controversy, unrelated to citizenship debates. This time, it revolves around his recent appearance in an advertisement for Vimal Elaichi, alongside Shah Rukh Khan, and the subsequent backlash from fans and the internet community.

The Backlash: A Flashback to 2022

ETimes Explainer: Here

Public outrage stems from a 2022 incident when Akshay Kumar endorsed a brand that not only sold elaichi (cardamom) but also tobacco-based products. The actor faced severe criticism for promoting a brand associated with harmful substances. In response, he publicly apologized, pledged to cease his association with the brand, and announced his intent to donate his fees to a charitable cause.

Despite his promises to distance himself from the brand, Akshay Kumar finds himself back in their advertisements. This apparent contradiction can be attributed to the legal obligations that bind celebrities to endorsement contracts. Typically spanning several years, these contracts dictate that advertisements continue to air for the duration specified in the agreement. In this case, the new commercial may well be a part of the same contract, preventing him from immediately severing ties.

Surrogate Advertising: A Clever Maneuver

One might wonder how Akshay Kumar reconciles his stance against endorsing tobacco products with his involvement in a brand that sells them. The answer lies in the realm of surrogate advertising, a strategy that allows companies to promote non-core products when the marketing of their primary items is restricted or prohibited.

In Akshay’s case, he appears in advertisements that ostensibly promote cardamom, a harmless spice. However, these advertisements also serve to reinforce the brand’s name, which produces tobacco-based products. In essence, surrogate advertising provides a legal workaround for endorsing products that are otherwise off-limits.

A Widespread Practice

It’s essential to note that Akshay Kumar is not alone in employing surrogate advertising. Other prominent Bollywood stars, including Alia Bhatt, Amitabh Bachchan, and Ranveer Singh, have also engaged in this practice. While some, like Akshay and Amitabh, have eventually relinquished such endorsements due to fan pressure, others continue to operate in the gray area of surrogate advertising when it comes to promoting products that face legal restrictions or societal taboos.

In conclusion, Akshay Kumar’s return to elaichi advertisements is not a breach of his promise but rather a result of binding legal contracts. His ability to navigate the world of surrogate advertising underscores the creative strategies employed by celebrities and companies in the realm of product promotion.

This incident sheds light on a broader industry practice, where the boundaries of advertising and ethics can often become blurred. As consumers, it’s essential to remain aware of these dynamics and make informed choices while supporting our favorite celebrities and brands.

For more updates and insights on the topic, stay tuned to ETimes Explainer: Here’s why Akshay Kumar is still featuring in elaichi advertisements despite his public decision to ‘step back’; know all about his surrogate advertising.

Remember, as this situation continues to unfold, public opinion may sway, and we will keep you informed.

Related Topics of Interest

“Why is Akshay Kumar still in elaichi advertisements?”

Akshay Kumar’s continued presence in elaichi advertisements stems from legal constraints. In his official statement, the actor confirmed that the brand would air advertisements they’ve already shot until the legal duration of the binding contract expires. Typically, endorsement deals span multiple years, and the newest commercial could be part of the existing agreement. While fans may be disappointed, there are no broken promises; instead, contractual obligations prevail.

How much does Vimal pay for ad?

Alongside Vimal, Akshay Kumar has lent his endorsement to a range of brands, including Honda, Policy Bazaar, Harpic, Dollar, Tata Motors, Revital H, and Cardekho. Reports suggest that the actor commands a fee ranging from ₹8 to ₹10 crores for his appearances in commercials.

How much did Akshay Kumar pay for Vimal?

Akshay Kumar, amidst facing criticism for his association with Vimal, is one of Bollywood’s most sought-after actors. He endorses multiple brands, such as Honda, Policy Bazaar, Harpic, among others. It is reported that Akshay Kumar received a fee of Rs. 10 crores for his role as the brand ambassador of Vimal.

Why is Akshay Kumar Vimal?

Akshay Kumar’s endorsement of Vimal, primarily known for their pan masala products, was initially met with backlash. However, in response to the criticism, Akshay Kumar took to his Twitter handle to issue a heartfelt apology, acknowledging his mistake. He expressed, "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."

Is Akshay Kumar still with Vimal?

No, Akshay Kumar has decided to terminate his endorsement deal with Vimal Elaichi following criticism for his association with a pan masala brand. Despite recently joining as a brand ambassador alongside actors Shah Rukh Khan and Ajay Devgn, the actor has chosen to step back from this endorsement.

Is Akshay Kumar richer than SRK?

In terms of financial wealth, Shah Rukh Khan holds the top position among Bollywood actors, boasting a net worth of ₹5250 Crore, surpassing Amitabh Bachchan, who has approximately ₹3360 Crore. On the other hand, Akshay Kumar ranks fifth on the list with a net worth of approximately ₹1050 Crore.

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