Bollywood icons Akshay Kumar, Shah Rukh Khan, and Ajay Devgn have once again teamed up, this time for a new promotional campaign for the tobacco brand Vimal. A fan account dedicated to Shah Rukh Khan shared the video on Instagram, creating a considerable buzz.
In this advertisement, the trio is joined by actor-model Soundarya Sharma. The ad kicks off with Shah Rukh and Ajay waiting near Akshay Kumar's house on a street. However, Akshay is deeply engrossed in listening to music through his headphones, completely unaware of their presence. When Ajay honks the car horn to get his attention, Shah Rukh opts for a playful move by tossing a ball towards Akshay's window. Unfortunately, the ball hits the neighboring apartment belonging to Soundarya.
An irritated Soundarya appears on her balcony, upset about the crack in her window. In a humorous twist, a somewhat frightened Shah Rukh shifts the blame to Ajay Devgn, pointing fingers at him. An exasperated Ajay then opens a packet of Vimal products, consumes it, and gestures toward Akshay's window. The enticing aroma of the product lures Akshay to the window, where Ajay invites him down. The advertisement concludes with all of them adopting the brand's signature style.
Social media users had mixed reactions to the video. Some expressed disappointment that Akshay, who had previously distanced himself from tobacco ads, was now part of this campaign. They questioned his decision and recalled his earlier promise not to endorse such products. However, others speculated that the product might not necessarily be tobacco but some flavored betel nut.
Earlier this year, Akshay faced backlash for his association with Vimal and apologized to his fans via an Instagram post. He clarified that while he did not endorse tobacco, he understood and respected his fans' concerns. In his apology, he also pledged to contribute his entire endorsement fee from Vimal to a charitable cause and vowed to be more selective in future endorsements.
