Dhruv Rathee Questions Shah Rukh Khan’s Endorsements: YouTuber and social commentator Dhruv Rathee has sparked a heated online debate after questioning Bollywood superstar Shah Rukh Khan over his brand endorsement choices — particularly his association with paan masala advertisements. In a viral post on social media, Rathee directly asked the actor, “Kya aapko Rs 100-200 crore ki zarurat hai?” (“Do you really need ₹100–200 crore?”), reigniting discussions about ethics and responsibility in celebrity endorsements.
Rathee’s Video Sparks Controversy
In his latest video shared on X (formerly Twitter), Dhruv Rathee criticised Shah Rukh Khan for promoting harmful products despite being one of the richest actors in the world, with a net worth exceeding ₹12,000 crore according to the Hurun India Rich List 2025.
Rathee argued that an actor of Khan’s stature, who enjoys immense fame and financial security, does not need to associate his image with paan masala or similar products known to have health consequences. “Even if you earn nothing more, your wealth is enough for generations. So why endorse such things just for extra money?” Rathee questioned.
Ethics Over Earnings
The YouTuber’s remarks come amid growing criticism of Bollywood celebrities endorsing controversial products like tobacco, gambling apps, and sugary drinks. Rathee highlighted that celebrities have a moral responsibility towards their fans, especially when their influence can directly shape public behavior.
He further noted that the impact of endorsements from megastars like Shah Rukh Khan, Akshay Kumar, and Ajay Devgn — who have all appeared in similar ads — is massive, particularly among youth. “When icons endorse such brands, it normalizes their consumption,” Rathee said.
Mixed Public Reaction
The video has since gone viral, drawing millions of views and triggering a wave of reactions online. Many users supported Rathee’s stance, praising him for holding powerful figures accountable. “Finally, someone is saying it out loud,” one user commented.
However, others defended Shah Rukh Khan, arguing that endorsement deals are contractual and business-driven, and that personal wealth doesn’t necessarily dictate professional choices. “Every celebrity diversifies income. It’s business, not greed,” a fan wrote.
Shah Rukh Khan Yet to Respond
As of Thursday morning, Shah Rukh Khan has not issued any statement regarding the controversy. The actor, who continues to enjoy immense popularity following back-to-back blockbuster hits like Jawan and Dunki, has often maintained silence on similar public criticisms in the past.
Industry insiders suggest that Khan’s endorsement portfolio — spanning luxury watches, automobiles, fintech apps, and beverages — generates hundreds of crores annually. His brand value remains among the top three in India.
Debate on Celebrity Accountability Grows
This exchange has reignited the larger question of celebrity ethics in advertising. Critics argue that wealthy stars must lead by example, while others maintain that endorsements are a legitimate aspect of brand marketing.
Marketing experts believe the episode could encourage greater scrutiny over how public figures choose their brand associations. “In an era of conscious consumerism, even the richest celebrities can face backlash if their promotions appear irresponsible,” said brand consultant Nandita Iyer.
Conclusion
Dhruv Rathee’s bold question to Shah Rukh Khan has opened a wider conversation about the balance between fame, finance, and ethics in India’s entertainment industry. Whether Khan will respond or not, the debate over celebrity responsibility in advertising has once again taken centre stage.
