Vimal Elaichi Ad Lands Shah Rukh Khan, Ajay Devgn And Tiger Shroff In FDA Trouble: 15 Day Deadline Issued
Mumbai: Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been served show cause notices by the Maharashtra Food and Drug Administration (FDA) over their appearance in a Vimal Elaichi advertisement, with the regulator alleging that the campaign amounts to indirect or surrogate promotion of pan masala.
The notices, issued under the leadership of Maharashtra FDA Commissioner Tukaram Mundhe, give the three actors 15 days to explain their involvement. They have also been directed to discontinue their participation in the campaign and remove related promotional material from their official social media accounts and other platforms under their control.
Why has the FDA objected to the advertisement?
According to the nine page notice the regulator believes the use of the “Vimal” brand name alongside elaichi (cardamom) creates an association with Vimal Pan Masala. The FDA argues that, despite the advertisement presenting itself as a promotion for elaichi, its branding and presentation could reinforce the identity of a pan masala product that is prohibited in Maharashtra.
The FDA has described the advertisement as potentially misleading and said it could constitute indirect or surrogate advertising of a prohibited or restricted product. The action invokes provisions of the Food Safety and Standards Act, 2006, along with applicable regulations concerning misleading food advertisements.
The notices were reportedly issued on August 11 and subsequently delivered to Shah Rukh Khan’s Bandra residence, Ajay Devgn’s Juhu home and Tiger Shroff’s production house. The actors have been asked to provide explanations and relevant details concerning their endorsement of the campaign.
Akshay Kumar’s earlier exit resurfaces
The controversy has also revived memories of Akshay Kumar’s association with the Vimal campaign. Kumar had appeared with Shah Rukh Khan and Ajay Devgn in a Vimal Elaichi advertisement in 2022. Following heavy criticism on social media, he apologised publicly and announced that he was withdrawing from the endorsement, saying his endorsement fee would be donated to charity.
For now, the notices are allegations requiring a response, not a final finding of wrongdoing. If the actors fail to respond within the stipulated period, or if the FDA considers their explanations unsatisfactory, the regulator has warned that further action may follow without another notice. The actors can also seek a personal hearing, either themselves or through authorised representatives.
The next 15 days could therefore determine whether the Vimal Elaichi controversy becomes a larger legal battle over celebrity endorsements and surrogate advertising in Maharashtra.
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