Maharashtra FDA Notices Shah Rukh Khan, Ajay Devgn, Tiger Shroff Over Vimal Ad
Maharashtra FDA issues notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal Elaichi ad and alleged surrogate promotion.
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Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff for promoting an advertisement for Vimal Elaichi.
The notices, dated August 11, 2026, have been issued under the Food Safety and Standards Act, 2006 and rules made thereunder. The FDA has expressed concern that the Vimal Elaichi campaign may amount to surrogate or indirect advertisement of pan masala or tobacco related products.
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Notices said the Vimal brand is closely associated with pan masala which is banned in Maharashtra. The FDA has said that the Elaichi advertisement featuring the actors was circulated on television, YouTube and other digital and social media platforms.
The actors have 15 days from the date of receipt of notices to submit their written explanation. They have also been asked to provide details of the due diligence undertaken prior to endorsing the product and relevant agreements, campaign briefs and other documents relating to the campaign.
FDA Seeks Discontinuation of Promotional Activities:
The Maharashtra FDA has asked the actors to withdraw from doing the advertisement and delete any promotional material related to it from their social media account and others.
The notices also refer to Section 24 of Food Safety and Standards Act related to false advertisements. Section 53 of the Act lays down a penalty of up to Rs 10 lakh for publishing or engaging in the publication of a misleading food advertisement.
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The FDA has also asked for clarification on whether Vimal Elaichi is a separate product or if the campaign is a surrogate advertisement for Vimal Pan Masala or tobacco related products.
The notices have emphasised the responsibilities of celebrity endorsers and the due diligence that they are required to carry out before endorsing products whose branding may be linked to prohibited or regulated categories.
