Surrogate advertising of products like cigarettes, tobacco and alcohol has been the center of debate for the longest time. Celebrities have been associated with several products, popularly with pan masalas. Known as Vimal Cinematic Universe, B-town participated in it on various occasions. Stars like Amitabh Bachchan, Shah Rukh Khan, Akshay Kumar, Salman Khan, Ajay Devgn, Ranveer Singh, Hrithik Roshan, Saif Ali Khan and Priyanka Chopra Jonas endorsed pan masalas through surrogate advertisements. 

Now, Tiger Shroff has joined the infamous 'Vimal Cinematic Universe'. The new youth icon was seen making his debut in the latest pan masala ad. He is with veterans, Ajay Devgn and Shah Rukh Khan. The ad once spotlighted actors signing up to endorse edible products with health hazards. 

In the ad, Ajay and Shah Rukh, who have been associated with Vimal for quite some time, are stuck in traffic. The latter then tells Ajay, "Chal ho jaa shuru” and he opens a packet of 'Vimal Elaichi'. The entire street gets a shower of the product, painting the town 'kesariya'. Tiger makes an entry dramatically. Amyra Dastur is also a part of the campaign. Shah Rukh and Ajay invite him to join them in their car. 

Tiger is synonymous with fitness. An icon of Mixed Martial Arts and gymnastics, the Bade Miyan Chote Miyan actor inspires his fans. With Tiger endorsing pan masala products, is this the beginning of a new Gen-Z wave of consuming unhealthy products. Social media being a powerful medium, this move by Tiger could backfire. The larger question is why a health freak like him needs to promote such products that go against his image. 

On the contrary, Akshay Kumar who featured in a couple of Vimal ads, realised that his presence in the promotional strategy could send out a wrong message. He withdrew himself from the contract and apologised to his fans like a gentleman. Should Tiger too follow his Bade Miyan Chote Miyan co-star's steps?