Padma Shri awardee and actor R. Madhavan has hit out at a wellness brand, @join.elevate.now, for allegedly lifting a clip from one of his interviews and using it in an Instagram Reel to suggest he endorses their product — without his knowledge or permission. The actor confirmed on Wednesday that a legal notice has already been sent to the brand.

What Happened

Madhavan took to Instagram to share a screenshot of the offending Reel, calling out the brand directly. Writing on the image, he stated: 'This REEL is making it sound like I'm endorsing their product. They have just taken a clip from an interview without any permissions and used it as an endorsement from my end. How are the public ever going to believe these people are their treatment. Shame.'

In a detailed caption accompanying the post, the actor wrote: 'What a shame. How do these people and organization think they can get away with this. You cannot take a clip of somebody's interview and make it part of your endorsement. Legal notice sent. Please BEWARE of these kind of professionals and organizations.'

Legal Action Taken

By publicly announcing the dispatch of a legal notice, Madhavan has signalled that he intends to pursue the matter formally. The incident highlights a growing pattern in which brands — particularly in the wellness and health space — use celebrity footage without authorisation to lend credibility to their products. Consumer protection experts have previously flagged such practices as potentially violating both intellectual property rights and advertising standards.

Madhavan's Broader Week in the News

The brand controversy follows another episode that put Madhavan in the spotlight. The actor had earlier addressed a separate controversy surrounding a scene in which he was seen reciting a verse from the Gurbani while reportedly holding a cigarette. Madhavan clarified that he had put the cigarette out well before delivering the sacred lines, and that director Aditya Dhar had specifically instructed him not to smoke during that moment.

'This is a misunderstanding. Because I am sure that during this scene, before saying this line, Aditya Dhar Ji, who takes care of all these things more than me, had told me that while saying this line, you should not smoke and there will be no smoke coming out of your mouth, nor will there be any smoke on the screen, nor will there be a cigarette in your hand because this is very pure and sacred for us,' the actor said.

Madhavan also emphasised his personal reverence for the Sikh community, noting that he visits the Golden Temple before every film release. He concluded by offering an apology to anyone who may have felt hurt, knowingly or otherwise.

Why This Matters

Unauthorised use of celebrity interviews for brand promotion is an increasingly common form of digital deception, often targeting consumers seeking health and wellness solutions. When a recognisable face appears to vouch for a product, audiences are far more likely to trust it — making the stakes of such misuse particularly high. Madhavan's public call-out and legal response could set a precedent for how public figures respond to such exploitation on social media platforms.