Maharashtra’s Food and Drug Administration has issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a Vimal Elaichi advertisement, alleging that the campaign could amount to surrogate promotion of Vimal Pan Masala.
The action comes as Maharashtra authorities intensify their crackdown on prohibited tobacco and nicotine-related products and their indirect promotion.
FDA Questions Vimal Elaichi Advertisement
The three Bollywood actors appeared together in a Vimal Elaichi advertisement released in 2024.
According to the FDA, the advertisement may create an association with the wider Vimal brand, which is primarily associated with pan masala.
The regulator has questioned whether promoting the elaichi product indirectly promotes a prohibited pan masala product in the state.
Actors Given 15 Days to Respond
The notices reportedly give Shah Rukh Khan, Ajay Devgn and Tiger Shroff 15 days to submit written explanations along with supporting documents regarding their involvement in the campaign.
The FDA has also directed them to discontinue participation in the campaign and remove related promotional content from their official social media platforms and websites.
Maharashtra Has Banned Vimal Pan Masala
Maharashtra authorities have prohibited the manufacture, storage, transportation, distribution and sale of the relevant pan masala product in the state under the Food Safety and Standards Act.
The FDA says the advertising campaign needs to be examined in this regulatory context because of the strong association between the Vimal name and pan masala.
What Is Surrogate Advertising?
Surrogate advertising involves promoting a legal product or service using branding closely associated with a restricted or prohibited product.
In this case, the FDA is examining whether the Vimal Elaichi advertisement effectively keeps the pan masala brand visible to consumers despite restrictions on direct promotion.
FDA Chief Warns of Further Action
Maharashtra FDA Commissioner Tukaram Mundhe has indicated that the department will continue taking action against prohibited-product promotion.
The regulator has stressed that celebrity status will not automatically protect endorsers from scrutiny if advertisements are found to violate applicable food-safety regulations.
Potential Penalty Under Investigation
Reports indicate that the actors could face financial penalties of up to ₹10 lakh each if the regulator concludes that the advertising violated the relevant provisions.
However, the notices are currently show-cause proceedings. The actors have the opportunity to respond before any further action is decided.
Celebrity Endorsements Come Under Pressure
The case has renewed debate over the responsibility of celebrities when promoting products linked to harmful or prohibited goods.
Bollywood stars command enormous audiences, making their endorsement decisions particularly influential.
Regulators are increasingly examining whether advertisements for seemingly legal products can indirectly strengthen the visibility of restricted products.
A Wider Crackdown on Pan Masala Promotion
The Maharashtra FDA’s action against the three actors is part of a broader effort to tackle the availability and promotion of prohibited tobacco and nicotine-related products.
Authorities are also working with enforcement agencies to identify networks involved in the manufacture, storage and distribution of banned products.
What Happens Next
Shah Rukh Khan, Ajay Devgn and Tiger Shroff are expected to respond to the show-cause notices within the prescribed period.
The FDA will then examine their explanations and supporting documents before deciding whether further regulatory or legal action is required.
Final Verdict
Maharashtra FDA’s notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff have put celebrity endorsements and surrogate advertising back under the spotlight.
The regulator alleges that the Vimal Elaichi campaign may indirectly promote a pan masala brand prohibited in Maharashtra.
The actors have been given an opportunity to explain their involvement, meaning the notices do not represent a final finding of liability.
The case could become an important test of how Indian regulators deal with celebrity endorsements and surrogate advertising involving prohibited products.
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