Bollywood veteran Suniel Shetty said today he declined a ₹40 crore tobacco endorsement deal, emphasising personal values over lucrative pay. The actor explained he did not want to be associated with products that could harm public health, even though the offer was financially substantial.

Shetty’s comments come amid discussions in India about advertising ethics and health awareness campaigns targeted at reducing tobacco use. Analysts say his stand may influence other celebrities to reconsider similar deals.

The actor is currently in the spotlight largely because of his son Ahan Shetty’s film Border 2, which opened this week, drawing attention from audiences and critics alike.

Shetty’s message emphasises celebrity responsibility in shaping public discourse on health and lifestyle choices.