India
Maharashtra FDA Notices Shah Rukh Khan, Ajay Devgn and Tiger Shroff Over Vimal Elaichi Advertisement: Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have come under regulatory scrutiny after the Maharashtra Food and Drug Administration (FDA) issued show-cause notices over their participation in a Vimal Elaichi advertisement.
The FDA has raised concerns that the advertisement could amount to indirect or surrogate promotion of Vimal Pan Masala, a product prohibited in Maharashtra. The regulator has questioned whether the use of the Vimal brand name in an advertisement for cardamom could reinforce the brand association with pan masala and tobacco-related products.
FDA Seeks Explanations From Celebrity Endorsers
The notices, issued by the FDA’s Greater Mumbai division on August 11, have given the three actors 15 days to submit written explanations. The communication has also been described as a final warning, with the regulator indicating that further action could follow if responses are not received or are found unsatisfactory.
The FDA has asked the actors to provide details including their endorsement agreements, campaign briefs, product information, remuneration arrangements and advertising agency details. They have also been asked to provide information about the due diligence carried out before participating in the campaign.
The regulator has directed the actors to discontinue participation in the advertisement and remove related promotional material from their official social media accounts, websites and other digital platforms under their control.
Surrogate Advertising Under the Spotlight
At the centre of the controversy is the concept of surrogate advertising, in which a legal product or brand extension is promoted using branding strongly associated with a restricted or prohibited product.
According to the FDA, the presentation of the Vimal Elaichi advertisement, its branding and the broader market association of the Vimal name raise questions about whether the campaign indirectly promotes Vimal Pan Masala.
The action comes amid an intensified enforcement campaign by Maharashtra authorities against prohibited tobacco, nicotine and areca-nut-based products. A prohibition order issued by the Maharashtra Food Safety Commissioner on July 13, 2026, remains in force for one year and covers specified prohibited products.
A Wider Warning for the Advertising Industry
The case could have wider implications for advertisers, celebrities, agencies and brand owners, particularly when campaigns involve products that share branding with restricted categories.
Maharashtra FDA Commissioner Tukaram Mundhe has indicated that the department’s scrutiny will not be limited to celebrities and that misleading promotional practices will be examined more broadly.
The notices have also been forwarded to the Food Safety and Standards Authority of India (FSSAI) and the Central Consumer Protection Authority (CCPA) for information and appropriate action.
For the advertising industry, the development is a reminder that celebrity endorsements can carry regulatory responsibilities beyond the immediate product being shown. As regulators increasingly examine brand extensions and surrogate campaigns, advertisers and agencies may face greater pressure to demonstrate that promotional campaigns are genuinely for the advertised product and do not indirectly promote restricted goods.
The actors have the opportunity to respond to the notices, and the FDA’s final position will depend on the explanations and documents submitted.
