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

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their advertisement for Vimal Elaichi, alleging it amounts to surrogate promotion of Vimal Pan Masala, a product prohibited in the state. The Greater Mumbai division of the FDA, in notices dated August 11, said the ad prima facie violates the Food Safety and Standards Act, 2006 and its regulations. The actors have 15 days to submit written explanations and are directed to remove the promotional content from their social media handles and digital platforms, India Today and Greater Kashmir report.

The FDA said the ad's presentation, dialogue and product name create an association with Vimal Pan Masala, which is banned in Maharashtra under a July 13 order effective for one year. This is the first time the regulator has examined surrogate advertising, India Today reports. The notice seeks details of endorsement agreements, campaign briefs and due diligence performed by the actors. The regulator has also forwarded copies to the FSSAI and the Central Consumer Protection Authority, Greater Kashmir adds.

Greater Kashmir notes the notice warns of further action if the explanation is unsatisfactory. In 2022, actor Akshay Kumar had apologised and donated his endorsement fee after backlash for appearing in a similar ad for the same brand, Odisha TV reports.