Actor Akshay Kumar’s apology and subsequent stepping down as the brand ambassador for Vimal, an elaichi brand that also sells tobacco, has set social media abuzz. Kumar was appointed as the face of the brand along with actors Shah Rukh Khan and Ajay Devgn via a recent ad. The 54-year-old, who is known for his disciplined lifestyle, faced backlash almost instantly from fans and well-wishers.

He then apologized to them with a note on Instagram: “I am sorry...Your reaction over the past few days has deeply affected me. While I have not and will not endorse tobacco, I respect the outpouring of your feelings in light of my association with Vimal Elaichi. With all humility, I step back.”

The actor also stated that he will be “extremely mindful in making future choices”. He has also decided to donate his fees from the campaign towards a cause.

This unusual move by a star, who stepped down from a brand to choose personal ethics over financial gains, is being greatly appreciated. Ad guru Prahlad Kakar says, “With Akshay doing this, people will start looking closely at the brand they are associating with. This will definitely impact his brand image in a positive sense. Obviously, he was reminded of his promise to never endorse a gutkha brand, and he immediately stepped down. It is a good example.”

Producer Pritish Nandy agrees, “Akshay has corrected himself after he made a mistake. That’s a great thing to do.”

Talking about the backlash, trade analyst Taran Adarsh says, “Fans will of course react when their favourite celeb does not behave in real life the way they think they should.” He adds, “It’s a welcome move by Akshay. It will certainly boost his image.”