In a blistering critique that has ignited a fierce online debate, popular YouTuber and social commentator Dhruv Rathee has taken aim at Bollywood superstar Shah Rukh Khan for his continued endorsement of a paan masala brand. Rathee, known for his incisive videos on social and political issues, questioned the ethical and moral standing of the actor, highlighting the stark contrast between his immense wealth and his promotion of a product widely considered to be harmful.
The controversy was sparked by a video posted by Rathee, in which he directly addressed the “Badshah of Bollywood.” He pointedly brought up Shah Rukh Khan’s staggering net worth, estimated to be around $1.4 billion, which translates to a colossal ₹12,400 crore. Rathee’s central argument was simple yet powerful: why does an individual with such monumental wealth need to associate himself with a product that has significant health risks?
Rathee’s question to Shah Rukh Khan
“I want to ask Shah Rukh Khan, with an honest heart, do you really need this extra money?” Rathee questioned in his video, speculating that the earnings from such high-profile endorsements could range anywhere from ₹100 to ₹200 crore. He framed the issue not as a matter of legality but of moral responsibility, urging the actor to consider the vast influence he wields over millions of fans, particularly the youth.
Rathee’s critique went beyond a mere personal attack, framing it as a larger issue of celebrity accountability. He argued that when a figure of Shah Rukh Khan‘s stature—arguably the most influential actor in the country—lends his face to such products, it normalises and even glorifies their consumption. He posited that a refusal from top-tier celebrities to engage in such endorsements could trigger a significant positive shift in societal health and awareness. “Imagine the impact on the nation if the country’s top actor decided to stop promoting such harmful products,” Rathee implored, suggesting that such a move would be a powerful statement.
The video quickly went viral, with the hashtags #DhruvRathee and #ShahRukhKhan trending across social media platforms. The public reaction has been sharply divided. A significant number of users have rallied behind Rathee, echoing his sentiments and criticising Shah Rukh Khan for what they perceive as greed and a disregard for public health. They argue that at a certain point, financial gain should be secondary to social responsibility, especially for public figures who are seen as role models.
On the other hand, a loyal legion of Shah Rukh Khan’s fans has rushed to his defence. They argue that the actor is a professional and that his endorsement deals are a part of his career, separate from his personal values. Some have pointed out that many other celebrities also endorse similar products, and singling out Khan is unfair. Others have raised the “surrogate advertising” defence, noting that the ads are often for an associated product like mouth fresheners or cardamom, a common tactic used by brands to circumvent advertising restrictions on tobacco and pan masala.
This is not the first time Bollywood celebrities have faced backlash for endorsing paan masala brands. Actors like Akshay Kumar, Ajay Devgn, and Ranveer Singh have all been heavily criticised in the past. Akshay Kumar, in fact, publicly apologised and stepped back from his endorsement deal after facing intense public pressure.
Dhruv Rathee concluded his video with a call to action, encouraging his followers to share the message widely in the hope that it would eventually reach Shah Rukh Khan himself. The incident has reignited a crucial conversation about the ethical obligations of celebrities and the powerful role they play in shaping public perception and behaviour. As the debate rages on, the pressure mounts on one of India’s biggest icons to reconsider the impact of his professional choices.