Brand endorsements play a huge role in Bollywood celebrity income. While many of them like Anushka Sharma and Sushant Singh Rajput have rejected hefty amounts to endorse some products on moral grounds, there are others like Ajay Devgn and Shah Rukh Khan who have often come under the scanner of their fans for promoting Gutka.

After a row over Akshay Kumar stepping in to endorse Vimal Elaichi along with the two superstars, now a case has reportedly been filed against Amitabh Bachchan, Ranveer Singh, Ajay Devgn and Shah Rukh Khan for promoting Gutka.

As per a report on, the complaint has been filed by Muzaffarpur-based activist Tamanna Hashm under sections 467, 468, 439 and 120B for "misusing their popularity for promoting gutka only in greed of money.” The publication states that the case has been accepted by the court and will be heard on May 27.

For the unversed, Amitabh Bachchan had refused to be a part of a pan masala brand's endorsements and has cancelled the contract in Oct 2021. He had also returned the fee that he received for promotions.

Earlier this month, Akshay Kumar had also apologised to his fans and had announced that he was withdrawing from Vimal Elaichi advertisement campaign and would pledge his fee for the endorsement 'for a good cause'.