Netizens question Akshay Kumar's decision after new Vimal ad featuring him, Shah Rukh Khan and Ajay Devgn surfaces

Ajay Devgn, Shah Rukh Khan and Akshay Kumar in a still from the new ad

A new ad for the tobacco brand Vimal featuring Shah Rukh Khan, Akshay Kumar and Ajay Devgn has surfaced and immediately gone viral. Apart from the three superstars, the ad also features actor and ex-Bigg Boss contestant Soundarya Sharma.

The ad begins with Ajay and SRK waiting in a car on the street for Akshay Kumar. Akshay, who is listening to music on his headphones, is unaware of his friends waiting for him. Shah Rukh Khan chooses to attract Akshay's attention by throwing a ball at his window. However, it hits the neighbour Soundarya's window. When an angry Soundarya comes to the window, Khan quickly puts the blame on Ajay. Tired of this, Ajay takes out a packet of Vimal and consumes it. He points at Akshay' window. The aroma of the product reaches Akshay who then steps onto the window. Upon noticing his friends, he heads down and the three of them do the signature style of the brand looking at Soundarya.

However, this ad did not sit well with netizens who were largely surprised at Kumar's presence in the ad. Earlier, this year when the ad featured the three actors, netizens lashed out at them for promoting harmful products. Akshay Kumar had responded to the backlash by saying that he has stepped down as the ambassador of the brand.

"Akshay will have to hear from the people. He had said he won't do tobacco ads," commented user.

A comment read, "Akshay Kumar was not going to do Vimal ad, then what happened? What is this decision?" "Unhappy, upset, he didn't stick to his words," said another Instagram user. Some tried to defend him saying that the ads will play till the end of the contract and that the ad was shot before he apologised and announced his decision to back out.

In April, he had apologised to his fans with a note on Instagram. "I am sorry. I would like to apologise to you, all my fans and well-wishers. 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," he had written.

"With all humility, I step back. I have decided to contribute the entire endorsement fee towards a worthy cause. The brand might continue airing the ads till the legal duration of the contract that is binding upon me, but I promise to be extremely mindful in making my future choices. In return I shall forever continue to ask for your love and wishes," he had said.