Ever witnessed the internet go viral in real time? That’s what happened when Dhruv Rathee, India’s fiery YouTube activist, called out Bollywood’s King Khan. The question was super simple yet brutally honest.
“Isn’t ₹12,490 crore enough? Why is Shah Rukh Khan still promoting paan masala?”
That video exploded on social media. #SRKPaanMasala instantly trended everywhere, from X to Instagram to WhatsApp groups filled with heated debates. Everyone’s talking about what it means when a billionaire endorses a product with a controversial reputation.
Caught in the web of fame, fortune, and responsibility, this debate has reached far beyond Bollywood fan circles.
The Immense Wealth of Shah Rukh Khan: A Billionaire Superstar
Let’s start with jaw-dropping facts. Shah Rukh Khan’s net worth officially reached $1.4 billion, or about ₹12,490 crore, making him the richest Bollywood actor ever, and one of the richest actors globally.
To put it in perspective, SRK’s fortune is bigger than that of global legends like Taylor Swift, Jerry Seinfeld, and Tom Cruise. While SRK is often called the King of Romance on screen, in the business world, he’s a titanic mogul.
How does he earn it? Through several revenue streams:
- Red Chillies Entertainment, his production and visual effects house.
- Kolkata Knight Riders, his IPL cricket team ownership.
- Luxury real estate around the globe, including his famed Mumbai home “Mannat.”
- Dazzling brand endorsements that span cars, watches, apparel, food, and more.
Shah Rukh Khan’s wealth doesn’t just come from acting anymore. His diversified empire means he could easily live off his interest income for years and still never touch his principal wealth.
Dhruv Rathee’s Viral Callout: The Heart of the Controversy
Dhruv Rathee didn’t mince words. Calling attention to SRK’s wealth, he questioned the logic behind promoting paan masala, a product often linked to health risks.
In his video, Dhruv said, “Shah Rukh Khan ab ek billionaire ban chuke hai… unki net worth $1.4 billion pohach chuki hai. Rupiyo mein kaha jaaye toh kareeb Rs. 12,400 crore hota hai… isko imagine kar pana bhi mushkil hai.”
He went on to break down how much interest SRK could earn just by sitting on his fortune, questioning why he still needs the extra ₹100-200 crore per endorsement from paan masala brands.
Dhruv’s question wasn’t just financial; it was ethical. Should an actor of SRK’s stature promote products with known health concerns? What impact does that send to millions of fans?
This wasn’t a simple takedown, but a cultural moment stirring questions about wealth, influence, and accountability.
“Itne Paise Kaafi Nahin Hai Kya?” The Internet’s Catchphrase
That phrase quickly infected the internet, “Itne paise kaafi nahi hai kya?” Many used it to humorously reflect on how celebrities keep chasing ever-more money, even when they have more wealth than they can spend in several lifetimes.
The phrase became a meme milestone:
- Skits about billionaires endorsing junk food for “fun money.”
- Jokes imagining what regular people would do with just a tiny fraction of SRK’s fortune.
- Debates about what real responsibility means when you have so much power.
It boiled down to a deep itch many feel when watching celebrity endorsement culture in India, the question of limits.
What’s the Deal with Paan Masala?
If you’re not familiar, paan masala is widely popular in India, a mixture sprinkled on betel leaves, often containing areca nut and sometimes tobacco. While cigarette advertisements are banned, ban or restrictions on paan masala are far weaker, allowing heavy marketing.
This ambiguity lets big brands tap star power by hiring celebrities like Shah Rukh Khan to endorse these products legally but controversially. Though termed “tobacco-free” in many ads, health studies show these products still carry risks, including oral cancer.
So when SRK, known as a family favorite and global ambassador for Indian culture, appears in such ads, the public’s mixed feelings intensify, and social media fury erupts.
The Massive Money Involved
SRK reportedly commands ₹100-200 crore per major endorsement, including these controversial paan masala ads. Considering he is the face for more than 30 high-profile brands annually, his endorsement income alone adds up to thousands of crores.
Sometimes it’s almost hard to believe, this level of money for a single ad campaign is staggering, far beyond most Bollywood actors’ earnings from film roles.
Does SRK Really Need the Money?
From outside, the answer seems obvious: Shah Rukh Khan has more than enough money for many lifetimes.
But from inside the celebrity ecosystem, every rupee counts, especially in booming media and entertainment where new brand deals mean more leverage, more visibility, and more opportunities beyond acting.
Dhruv’s video raises the uncomfortable question of whether billionaires should do brand deals purely for profit, or if they owe a duty to public health and social responsibility.
How Bollywood Is Reacting
The endorsement controversy has sparked varied responses:
- Some veteran stars have distanced themselves from such ads due to social backlash.
- Fans are divided, some defending SRK, saying “It’s business,” others applauding Dhruv for making the issue public.
- Health professionals and NGOs applaud the debate but want to focus on stricter regulations rather than just celebrity calling out.
The Power of Influence
Shah Rukh Khan’s choices don’t just impact sales, they shape public attitudes. When a superstar endorses a product, millions pay attention. Some fans might see it as an implicit approval of that product’s safety.
This makes the ethical stakes higher for such endorsements, especially on a product linked to health risks.
The Viral Aftermath and Memes
Social media exploded with creativity:
- TikTokers crafted humorous versions of Dhruv’s critique.
- Instagram reels paired nostalgic SRK dialogues with “paise ka kia karein” themes.
- X users debated whether endorsing paan masala was “just business” or “social irresponsibility.”
The memes helped fuel the momentum and made the debate impossible to ignore.
What Has SRK Said?
Interestingly, Shah Rukh Khan has stayed silent publicly on this controversy. No official statement or clarification.
His silence adds to the mystery, letting the public read into it whatever they want. Silence for stars can be a strategic choice, staying above the fray, preserving mystique. Yet, silence can fuel speculation.
The Business of Being a Billionaire Star
Being a billionaire celebrity means juggling multiple hats, actor, producer, brand ambassador, businessman.
Shah Rukh Khan’s empire includes his production house, IPL cricket team ownership, luxury real estate, and brand deals. All contribute to a staggering yearly income unmatched by most entertainers worldwide.
In 2025 alone, his net worth surged from ₹7,000+ crore to over ₹12,490 crore, making him the richest entertainer globally.
Celebrity Responsibility in the Age of Social Media
Modern celebrities operate in an era where fans expect more than just performance.
Audiences want accountability, transparency, and ethical choices. Endorsements of harmful products come under more fire than ever before.
Dhruv Rathee’s video is part of a larger global pattern where influencers and public figures are held responsible for brand choices, especially regarding health and social impact.
What Could This Mean for Bollywood?
The SRK endorsement controversy may spark wider industry soul-searching:
- Will stars rethink their brand deals?
- Will stricter government regulations emerge for products like paan masala?
- Could we see more celebrities withdrawing from controversial endorsements?
The industry is watching closely. A shift from profit-first to responsibility-backed endorsements could reshape Bollywood’s brand landscape.
What Should Fans Do?
Fans wield power too:
- Voice your opinions on social media about the ethics of endorsements.
- Support brands and stars whose values align with health and social good.
- Keep discussing, awareness is the first step toward change.
The Final Score: Wealth, Influence, and Responsibility
Does Shah Rukh Khan need to make more money from paan masala ads? Probably not.
But this controversy spotlights a huge cultural pivot, billionaires and celebrities are no longer immune from ethical scrutiny.
Whether or not SRK changes course, Dhruv Rathee’s viral challenge has opened Pandora’s box about celebrity endorsement responsibility in India’s booming entertainment economy.
Celebrity influence is powerful, wealth is massive, and the world is watching more closely than ever.
In the end, it’s a complicated dance between fame, fortune, and what society demands from its icons. Fans, brands, and stars will keep negotiating that balance in headlines for years to come.
Think this debate matters? Share with your circle. Comment below if you think celebrities should refuse harmful brand deals. And if you love Bollywood’s drama, hit follow for more culture insights you won’t find anywhere else.
