Actor Anil Kapoor has joined the likes of actors Allu Arjun, Kartik Aaryan, Yash, John Abraham and singer-actor Ammy Virk by turning down the offer to endorse a paan masala brand.

Reportedly, the deal that Kapoor received was worth Rs. 10 crore. While Kapoor was unavailable for a comment, a source tells us: “Anil didn’t do it for publicity. It isn’t easy for any actor to turn down crores of rupees, but he has been in the industry long enough to place moral responsibility before money. He is fitness conscious as well, and thus he felt endorsing a brand like that would go against what he believes in. Through this decision, he wants to help the cause of healthy living.”

Kapoor has become selective about his overall brand endorsements. He chooses the products he promotes carefully, making sure that they align with his personal vision as an artiste as well as his influence as a public figure. Earlier, actors Shah Rukh Khan and Akshay Kumar were criticized for endorsing a paan masala brand. However, Kumar later apologized and decided to end his deal with the brand.