MUMBAI — The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their involvement in the Vimal Elaichi advertising campaign. State regulators allege that the campaign functions as indirect or surrogate advertising for Vimal Pan Masala, a tobacco product currently banned in Maharashtra.
The notices were delivered to Khan’s residence in Bandra, Devgn’s Juhu home, and Shroff through his production company, Tiger Shroff Productions LLP.
Key Regulatory Directives
Led by FDA Commissioner Tukaram Mundhe, the regulatory body cited provisions under the Food Safety and Standards Act, 2006. The 15-day show-cause notice outlines several mandatory instructions for the actors:
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Immediate Discontinuation: Cease all association with, participation in, and promotion of the Vimal Elaichi or Pan Masala campaigns across television, digital, and social media platforms.
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Content Removal: Delete all related endorsement material and posts from official social media channels, personal websites, and other digital accounts under their control.
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Contract Disclosures: Provide complete copies of their endorsement contracts, compensation arrangements, campaign briefs, and the details of the talent agencies involved.
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Due Diligence Proof: Furnish documentation demonstrating the due diligence conducted by the actors or their management agencies to verify whether Vimal Elaichi exists as an independent market product prior to signing the deal.
Context & State Enforcement
The action follows a July 13 state prohibition order banning the manufacture, storage, distribution, and sale of pan masala and gutkha products containing tobacco or nicotine in Maharashtra for a period of one year.
The regulator noted that because the “Vimal” brand identity is overwhelmingly associated with pan masala, marketing “Vimal Elaichi” with identical presentation, dialogues, and branding creates a direct consumer association with a prohibited product.
The FDA warned that failure to provide a satisfactory written response or appear through an authorized representative within 15 days may result in formal legal proceedings under food safety regulations. Neither the actors nor the brand owner, Vishnu Pouch Packaging Pvt Ltd, have issued an official public statement regarding the notice.
