Actor Anil Kapoor reportedly declined a ₹10-crore deal to endorse paan masala recently. Earlier this year, Kartik Aaryan revealed rejecting paan masala endorsements. Last year in December, a report by Gulte stated that Allu Arjun turned down an offer to be the face of a tobacco company. In 2022, Yash refused a multi-crore endorsement deal for a paan masala brand.