Here's why Akshay is still featuring in elaichi ads

Akshay Kumar is back in the line of fire, facing numerous bullets from fans and trolls. And no, this time no one is questioning his citizenship, that controversy was put to rest for good on Independence Day. But Akshay’s latest advertisement has invited the ire of the internet.
Vimal Elaichi recently released a new advertisement from their campaign featuring Bollywood heavyweights Shah Rukh Khan,

Ajay Devgn

and Akshay Kumar.

What no Bollywood filmmaker could do was pulled off by an elaichi brand, who didn’t think twice before splurging big. While Ajay and SRK fans are pleased with their camaraderie, Akshay faced a lot of moral policing.
Public memory came rushing back from 2022 when Akshay’s first advertisement for the brand was released. The

actor

was massively trolled for endorsing a brand which also sold tobacco based products. To end the negativity, Akshay had issued a public apology, vowed to never endorse the brand and announced that he will donate the fees to a worthy cause.
So why is he back with fresh content after all the promises, fans are questioning? Read on to know a detailed explanation:

Why is Akshay Kumar a part of pan masala brand even after promising to end his association?
When Akshay had announced his decision to disassociate from the brand after pressure from fans, the actor was bound by legalities which can’t be blue-penciled according to the internet’s whims and fancies. Hence, the actor had affirmed in his statement that the brand would continue to air the advertisements they shoot till the legal duration of the contract that binds him. Endorsement deals span a few years and the newest commercial could well be a part of the same. No promises broken here, only heartbreaks for fans.

What is surrogate advertising?
Akshay Kumar assured fans that he has not and will never endorse tobacco. But he ended up being the face of the brand which produces tobacco based items. Akshay managed to defend his association with tobacco with the help of surrogate advertising. In this concept, companies create a workaround to promote non-core projects instead of the main ones, which are generally products which are prohibited from marketing. In Akshay’s case, he was simply spreading a word about cardamom, while promoting the brand name which also produces tobacco.
Does he deserve the hate?
It is not just Akshay Kumar who has used surrogate advertising, Alia Bhatt, Amitabh Bachchan and Ranveer Singh among others have been involved in the same. Bowing down to fans, Big B and Akshay have given up their endorsements, while some other stars continue to function within the grey area of surrogate advertising when it comes to promoting prohibited or taboo products.