Opinion | Pan Masala And Bollywood: Others Can Learn Something From Anil Kapoor

Celebrity endorsements have long been a popular and effective marketing strategy in India. Bollywood stars and sports celebrities have promoted products ranging from pens and underwear to jewellery, cars, homes, pan masala, and alcohol.

Memorable slogans from Kapil Dev's "Palmolive Da Jawaab Nahi" and Shah Rukh Khan's "Yeh Dil Maange More" ads continue to evoke nostalgia. Advertisers trust that brand ambassadors enhance consumer recall, leveraging the fascination that consumers have with film stars, sports figures, and television actors.

Recent reports about Bollywood actor Anil Kapoor turning down a ₹10 crore offer for a pan masala endorsement have garnered significant attention, especially as Kapoor cited a sense of ‘responsibility' towards his audience. He joins a growing group of sports figures and actors, including Pullela Gopichand, Allu Arjun, Karthik Aryan, and Yash, who have previously refused similar endorsements.