Maharashtra FDA issues notices to SRK, Ajay Devgn, Tiger Shroff for Vimal ad

Maharashtra’s Food and Drug Administration has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over a Vimal Elaichi advertisement, alleging it may amount to surrogate promotion of banned pan masala. The FDA, led by Commissioner Tukaram Mundhe, said the advertisement’s branding and presentation create an association with Vimal Pan Masala, which is prohibited in the state. It is the first time the regulator has examined an advertisement explicitly from a surrogate advertising angle.

The notice, issued under the Food Safety and Standards Act, 2006, gives the actors 15 days to respond. They have been asked to submit endorsement agreements, due-diligence details, and evidence on whether Vimal Elaichi is an independent product or a brand-extension for pan masala. Telangana Today reports the FDA called the notice a “final warning” and directed the actors to stop participating in the campaign and remove related content from social media.

The action follows a July 13 prohibition order blocking the manufacture, storage, and sale of pan masala with prohibited substances for one year. Sources differ on the notice date: bazaar.businesstoday.in cites a July 13 ban order, while Telangana Today says the notice was issued August 11. m9.news reports the notice date as August 14. Bollywood Hungama adds that penalties could range from Rs 10 lakh to Rs 50 lakh, with possible endorsement bans of up to three years.