It started with a few seconds of screen time. A slow-motion walk. That unmistakable charm. And then, the pan masala brand flashed across the screen. That was all it took to spark one of the biggest controversies Shah Rukh Khan has faced in years. In a country where millions worship the man like a deity, his newest endorsement has left fans gasping — not in awe, but in disbelief.

The backlash didn’t wait. Within hours of the ad airing, hashtags trended nationwide. “#BoycottSRK” collided with “#NotMyKing”, and even long-time admirers were seen asking: “Why, Shah Rukh, why?”

For decades, Shah Rukh Khan has stood for more than cinema. He’s been the embodiment of self-made success, the ambassador of romance, the voice of tolerance, and above all — the gentleman star who could do no wrong. But this time, something snapped. Because for many, the product he chose to endorse is not just a brand. It’s a symbol of a bigger problem.

Pan masala – a controversial chewing tobacco alternative – has long been under fire for its health risks. Often marketed in glamorous packaging and advertised by Bollywood’s brightest faces, it has become the dark underbelly of Indian advertising. The government has routinely warned against surrogate advertising, and yet, loopholes continue to be exploited. Now, seeing Shah Rukh lend his face to such a campaign felt, for many, like betrayal.

“It’s not about the ad. It’s about who he is to us,” said Priya Malhotra, a 28-year-old fan from Delhi. “We grew up thinking SRK would never sell out like this. He was our hero, and now he’s promoting something that harms lives?”

That sentiment echoed far and wide. Pediatricians, health advocates, even fellow celebrities began to weigh in. A few days later, a video surfaced of a teenager mimicking SRK’s ad while holding a pan masala pouch. The clip went viral, prompting activists to demand accountability. “This isn’t just endorsement,” said Dr. Rajesh Tiwari, an anti-tobacco campaigner. “This is normalizing an addictive product. It’s dangerous.”

But where was Shah Rukh in all this noise? Silent. No statement. No clarification. No apology.

And that silence, more than the ad itself, began to fuel the fire.

Rumors quickly started swirling. Was this part of a multi-crore brand deal? Was he contractually bound to remain quiet? Or was the King of Bollywood simply choosing to ignore the storm?

Industry insiders offered conflicting whispers. One claimed Shah Rukh had signed the deal months ago, unaware of the backlash it might bring. Another suggested that he was considering pulling out, but worried about legal ramifications. The truth, however, remained elusive.

What made the controversy sting deeper was the timing. SRK had just enjoyed a remarkable career resurgence, with recent blockbusters breaking records worldwide. He had reclaimed his throne after years of silence and setbacks. The pan masala ad felt like an odd detour — one that threatened to undo the emotional goodwill he had so painstakingly rebuilt.

Some fans tried to defend him. “Everyone makes mistakes,” a user tweeted. “Let’s not cancel the man over one ad.” But even the most loyal among them admitted they felt conflicted. The debate wasn’t just about a commercial anymore. It was about legacy.

In the middle of the chaos, an old interview of Shah Rukh from 2012 resurfaced. In it, he’d been asked whether he would ever endorse harmful products. He had smiled and said, “There are some things I wouldn’t touch, no matter the money.” That clip is now making the rounds again, shared alongside angry comments and broken heart emojis.

But here’s the thing about legends. They’re not immune to mistakes. They’re human — flawed, vulnerable, pressured. Maybe that’s what this moment is: a glimpse behind the curtain, a reminder that even icons have their missteps.

The question now is not whether Shah Rukh Khan endorsed a pan masala brand. That’s already happened. The question is: what will he do next?

Will he issue a heartfelt apology? Will he withdraw from the deal? Or will he stay silent, hoping the storm passes?

For a man whose voice has inspired generations, silence may no longer be an option.

Because at this moment, millions are watching. Not for another blockbuster. Not for a dance number. But for an answer.

We don’t expect our heroes to be perfect. But we do hope they remember who they are — and what they mean to us.

And maybe, just maybe, so will Shah Rukh Khan.