A consumer case has been registered against Salman Khan and Hrithik Roshan over a Mountain Dew advertisement. The case has reignited debate around misleading claims in celebrity-endorsed campaigns.
The complaint was filed at the Kalahandi District Consumer Disputes Redressal Commission in Odisha. It also names PepsiCo and the Advertising Standards Council of India.
The complainant alleged that the advertisement made exaggerated and false promises. He claimed it suggested that consuming the soft drink boosts physical strength and guarantees success in sports. According to him, such messaging is misleading.
The petitioner said the advertisement influenced his 11-year-old son. The child was drawn to the heroic stunts and high-risk visuals shown in the ad. After watching it, he reportedly insisted on buying Mountain Dew, believing it would improve his performance in school sports.
The complainant argued that children cannot easily separate cinematic exaggeration from reality. He warned that such advertisements could misguide young viewers. He demanded regulation of similar campaigns.
The petitioner also sought a public apology and symbolic compensation of Rs.1. The case was filed in September 2025. Hearings were held in December 2025 and January 2026, and the matter is still pending.
The controversy has reopened discussions around misleading advertisements from the past. Many viewers recalled fairness cream ads promising instant success. Others pointed to energy drinks claiming overnight stamina boosts.
Some also mentioned health drinks that suggested guaranteed academic excellence for children. Critics say these campaigns relied more on aspiration and fear than facts. Such practices have long drawn public criticism.
The Mountain Dew case highlights the responsibility of celebrity endorsements. When stars with strong youth appeal promote products using exaggerated claims, the impact goes beyond marketing. It strengthens the demand for honesty and accountability in advertising, especially where children are involved.
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