Cuttack: The Odisha State Consumer Disputes Redressal Commission has stayed the proceedings against Bollywood actor Hrithik Roshan in a consumer complaint alleging that a soft drink advertisement featuring the actor misled a minor into believing the beverage could boost strength and improve sporting performance.

The interim order was passed after Roshan challenged an earlier decision of the District Consumer Disputes Redressal Commission in Kalahandi, which had refused to remove his name from the complaint and directed that proceedings against him should continue.

Complaint alleges soft drink advertisement misled 11-year-old boy in Odisha

The case stems from a complaint filed by Deepak Kumar Dubey, a resident of Khariar in Odisha's Kalahandi district. He alleged that his 11-year-old son was influenced by a television advertisement in which Roshan promoted a soft drink with claims suggesting that consuming it would provide energy and help overcome fear.

According to the complaint, the child believed drinking the beverage would improve his performance in school sports and even attempted to imitate stunts shown in the advertisement. The complainant alleged that the commercial conveyed misleading claims that adversely affected his son.

Dubey subsequently approached the Kalahandi District Consumer Commission, naming both Hrithik Roshan and the soft drink manufacturer as opposite parties. The district commission admitted the complaint and issued notices to the actor and the company.

Roshan later moved the district commission seeking deletion of his name from the case. However, the commission rejected his plea, prompting the actor to challenge the order before the Odisha State Consumer Disputes Redressal Commission in Cuttack.

During the hearing, the State Commission issued an interim stay on the proceedings against Roshan before the Kalahandi District Consumer Commission. It also issued notices to the original complainant and the soft drink company, directing them to file their responses.

Advocates Tirtha Kumar Sahoo and Shubham Satpathy represented the Bollywood actor before the State Commission on Friday. 

The original complaint seeks exemplary compensation and an apology over the alleged misleading advertisement, informed Shubham Satpathy. 

The complainant has argued that the commercial created unrealistic expectations among children regarding the product's ability to enhance physical strength and sporting success.

The State Consumer Commission will now decide whether proceedings against Hrithik Roshan before the district consumer forum can continue. The matter is expected to be taken up after the respondents file their replies.