Vimal Pan Masala: The Role of Celebrity Marketing in Brand Growth

Explore how Vimal Pan Masala uses celebrity endorsements and surrogate advertising to expand its share in the Indian market. An in-depth look at its marketing, controversies, and consumer influence.

In India, pan masala is a widely consumed product, made from a mixture of spices and other ingredients, sometimes including tobacco. Overall, 12 per cent of adults in India use some form of pan masala, with 8 per cent using varieties containing tobacco, 3 per cent using tobacco-free versions, and about 1 per cent consuming both. The India Pan Masala market was valued at USD 5.52 billion in 2024 and is projected to reach USD 6.95 billion by 2030, growing at a compound annual growth rate (CAGR) of 3.91 per cent, according to a report by Globe Newswire. This industry is growing rapidly.

Companies like Vimal Pan Masala have become major players by harnessing the power of celebrity marketing. This blog explores how Vimal’s marketing strategies, particularly its reliance on celebrity endorsements, have shaped its brand identity and market reach.

The Rise of Vimal Pan Masala

Founded in 1990, Vimal Pan Masala has grown to become one of India’s leading manufacturers and exporters of premium pan masala and tobacco products. The company was established with a passion for delivering authentic flavours and high-quality products to consumers across the country. Today, under the leadership of Mr Dharmani Deni, the owner, and Mr Ankur Agarwal, the marketing head, Vimal continues to expand its footprint. Their product portfolio includes popular offerings such as King Pack Vimal Pan Masala and Adaab Vimal Gutkha, competing closely with brands like Rajnigandha and Kamla Pasand.

Vimal’s distribution network stands out in the industry for its focus on volume and availability, ensuring the brand is present not only in metropolitan cities but also in tier two and tier three towns. This broad accessibility, combined with aggressive marketing strategies, has helped Vimal capture a significant share of the market. The company’s ability to blend traditional appeal with modern marketing techniques forms the cornerstone of its success. While the exact net worth of the Vimal Group is not publicly disclosed, some industry reports suggest it could be upwards of Rs 10,000 crore. 

Surrogate Advertising: A Clever Strategy for Restricted Products

Surrogate advertising is a marketing technique used when direct promotion of a product is prohibited or restricted by government regulations. This is common in sectors like tobacco, alcohol, and certain other goods where advertising is heavily controlled. The strategy involves promoting another product made by the same company that is not restricted, thereby keeping the brand name visible and maintaining consumer interest.

For Vimal Pan Masala, surrogate advertising plays a crucial role. Instead of advertising their pan masala or tobacco products directly, Vimal promotes related items such as mouth fresheners. This approach allows the company to build brand awareness without violating advertising regulations. The mouth freshener advertisements carry the same branding and visual identity, subtly reminding consumers of the original product.

Vimal’s Multi-Channel Marketing Approach

Vimal Pan Masala uses a combination of television advertisements, offline marketing, and sports sponsorships to reach consumers across India. Television ads, in particular, have a wide reach, especially in tier two and three cities where the brand’s core consumers reside. Offline advertising includes point-of-sale promotions, posters, and events that reinforce the brand’s visibility in local markets.

Sports advertising also plays a role in building the brand’s image, connecting Vimal with popular pastimes and community activities. This helps in associating the brand with vitality and cultural relevance, further engaging consumers in smaller towns and rural areas.

Celebrity Endorsements: The Heart of Vimal’s Marketing

One of Vimal Pan Masala’s strongest marketing pillars is its reliance on celebrity endorsements. The company understands that its main consumer base, primarily from tier two and tier three cities, heavily idolises Bollywood stars and popular figures. The emotional connection these consumers feel towards celebrities like Shah Rukh Khan and Ajay Devgn makes their endorsement particularly powerful.

Vimal’s choice of celebrities is strategic. By associating with actors who have widespread appeal and strong cultural influence, the brand taps into existing fan loyalty. These celebrities are not just endorsers but also become part of the brand story. The advertising campaigns often portray these stars in settings that blend modern lifestyles with traditional Indian values. This creates a strong emotional appeal that resonates deeply with the target audience. Moreover, the longevity of these endorsements helps build trust and recognition. Consumers repeatedly see familiar faces connected to the brand, which reinforces brand recall and preference over competitors. The subtle cultural messaging in these ads also positions Vimal as a brand that respects and celebrates Indian heritage, which adds to its appeal.

Vimal and Ajay Devgn: A Cultural Connection

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Vimal Pan Masala’s collaboration with Ajay Devgn has resulted in some of the most culturally rich and visually captivating advertisements in the industry. These ads often highlight the traditional roots of India through beautiful melodies and striking visuals.The campaign featuring Ajay Devgn stands out for its aesthetic appeal, combining traditional elements with modern cinematic techniques. The ads leave a lasting impression with memorable taglines such as "Bolo Zubaan Kesari," which have become synonymous with the brand. Ajay Devgn’s association with Vimal has spanned many years, giving the brand a stable and recognisable identity in a competitive market.

Vimal and Shah Rukh Khan: Global Appeal with Indian Roots

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Another major collaboration is with Shah Rukh Khan, one of India’s most beloved film stars. The advertisements featuring Shah Rukh Khan and Ajay Devgn are often set against foreign backdrops, yet retain a strong connection to Indian culture through the use of traditional motifs and music. One such advertisement showcases how even in a foreign city, the essence of Vimal Elaichi (cardamom flavour) and Indian heritage remains intact. These ads are well-produced and have gained immense popularity on digital platforms, with the video receiving 86 million views on YouTube.

The success of these ads is not just due to the star power but also because they evoke a sense of nostalgia and pride in Indian traditions. The blend of global and local imagery appeals to a wide audience, including Indians living abroad who seek a connection to their roots. This dual appeal helps Vimal strengthen its brand image beyond Indian borders, making it not just a domestic favourite but also a global symbol of Indian flavour and culture.

Vimal and Tiger Shroff: Celebrating Tradition with a Modern Twist

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One of Vimal’s memorable campaigns features Tiger Shroff, alongside Shah Rukh Khan and Ajay Devgn, celebrating the festival of Holi. In this advertisement, Shah Rukh is seen driving a car with Ajay Devgn, while Tiger Shroff joins the group, adding youthful energy to the scene.The ad is beautifully crafted with vibrant colours and playful moments, highlighting the use of Vimal Kesar (saffron). The combination of the festive atmosphere, star power, and catchy visuals creates a strong emotional connection with the audience.

This campaign has been particularly successful online, garnering over 10 million views on YouTube. It showcases Vimal’s ability to blend cultural celebrations with modern marketing to appeal to a broad demographic.

Vimal and Akshay Kumar: Expanding the Star-Studded Lineup

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Adding to their list of celebrity endorsements, Vimal Pan Masala featured Akshay Kumar alongside Shah Rukh Khan and Ajay Devgn in one of their campaigns. The ad shows Shah Rukh Khan and Ajay Devgnn waiting together for someone, creating anticipation. And then comes Akshay Kumar, bringing a fresh dynamic to the brand’s promotional efforts. Known for his fitness and action roles, Akshay adds credibility and a new layer of appeal to Vimal’s marketing strategy. His presence reinforces the brand’s connection to strong and influential personalities, helping attract a diverse audience.

The ad cleverly balances the traditional appeal of the brand with a contemporary vibe, reflecting the evolving preferences of Indian consumers. This blend helps Vimal stay relevant and competitive in a crowded marketplace. This ad was well-produced and has gained immense popularity on digital platforms, with the video receiving 131 million views on YouTube.

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The Backlash: Controversies and Criticism

While celebrity endorsements have undoubtedly boosted Vimal Pan Masala’s visibility, they have also attracted significant criticism. Many argue that it is in poor taste for influential actors to promote products that are potentially harmful to public health. This concern is particularly directed at celebrities like Akshay Kumar and Tiger Shroff, who are well known for advocating fitness and wellness. The contradiction between their branding and the products they endorse has not gone unnoticed.

Akshay Kumar, for instance, faced heavy backlash after endorsing pan masala while also appearing in government campaigns promoting healthy living. Critics pointed out the inconsistency, claiming it undermined the credibility of public health messages. He was trolled extensively on social media, leading him to eventually step away from the endorsement.

Legal Challenges

Adding to the controversy, in early 2025, the District Consumer Disputes Redressal Forum in Jaipur-II issued notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, along with the chairman of JB Industries, over allegations of misleading advertising. According to a report by The Times of India, the complaint stated that a Vimal Pan Masala advertisement falsely claimed that “each grain contains saffron.” The forum has demanded their appearance on March 19 to respond to the allegations. The complaint further argued that this misinformation not only misleads consumers but also promotes a product category that poses health risks.

These incidents highlight the complex intersection of celebrity influence, brand messaging, and consumer responsibility. While endorsements by high-profile actors can dramatically elevate brand awareness, they also bring intense scrutiny, especially when the product being promoted is contentious. Brands like Vimal must tread carefully in such territories. The challenge lies in maintaining credibility and trust while leveraging celebrity appeal for market gains. Despite the criticism, celebrity partnerships remain central to Vimal’s marketing strategy. They play a vital role in reinforcing brand recall, especially among consumers in tier two and tier three markets who often idolise film stars. However, the backlash serves as a reminder of the fine balance between commercial success and social accountability in brand endorsements.

Key Takeaways

• Widespread Market Reach: Vimal Pan Masala has built an impressive distribution network that goes beyond the metros. Its presence is strongly felt not just in urban centres but also in tier two and tier three towns, where a large portion of its loyal consumer base resides. By ensuring consistent availability across regions, including semi-urban and rural areas, Vimal has managed to penetrate deeply into diverse market segments.

• Strategic Use of Surrogate Advertising: In a tightly regulated advertising space, especially for products like pan masala and tobacco, Vimal has effectively navigated restrictions through the clever use of surrogate advertising. Instead of directly promoting its pan masala products, the brand markets related goods such as mouth fresheners. It’s a strategy that not only stays within legal boundaries but also maintains brand continuity and consumer recall, subtle yet powerful.

• Multi-Channel Marketing: Vimal’s marketing approach is far from one-dimensional. The brand takes advantage of multiple platforms to stay visible and relevant. From high-reach television commercials and offline advertising in retail spaces, to billboard placements and local event sponsorships. Vimal ensures its message reaches its intended audience from all angles. 

• Celebrity Endorsements as Core Strategy: One of Vimal’s most defining strategies is its focus on celebrity endorsements. The brand has consistently partnered with some of India’s biggest names, Shah Rukh Khan, Ajay Devgn, Akshay Kumar, and Tiger Shroff, to appeal directly to its audience. These stars are more than just familiar faces; they represent aspirations, lifestyles, and values that resonate with Vimal’s core consumers, especially in smaller towns where celebrity admiration runs deep.

• Cultural Storytelling: What sets Vimal’s campaigns apart is their unique ability to tell stories that feel rooted in Indian culture, while still embracing a contemporary visual language. The advertisements often feature traditional motifs, festive settings, and emotional cues that reflect everyday Indian life. Paired with high production values and global aesthetics, these stories strike a balance between modern appeal and cultural pride. 

Despite using surrogate advertising, Vimal Pan Masala has mastered the art of mass appeal through vibrant, well-crafted campaigns. Its memorable slogan and smart use of celebrity endorsements make it a standout example of effective celebrity marketing. By blending tradition with modern storytelling, Vimal has built a strong emotional connection with its audience while navigating regulatory challenges. Its strategy offers valuable lessons for brands looking to balance visibility, compliance and cultural relevance in a competitive market.

How to Boost Visibility and Impact for Your Brand? Here’s How Tring Can Help: 

• Celebrity Endorsements: Partner with reputable celebrities to enhance credibility and expand reach. 

• Targeted Influencer Campaigns: Connect with influencers that really resonate with your audience and create your narrative. 

• Event Appearances: Have celebrities and creators represent your brand at events, launches, or pop-up experiences.

•  Production Support: From concept to final cut, our team will produce the content that best tells your story. 

Are you ready to boost your brand reach? Let’s create something memorable together.