Maharashtra FDA issues show-cause notice to Shah Rukh, Ajay Devgn over Vimal ad

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over a television advertisement for Vimal Elaichi. The FDA has alleged that the ad is a surrogate advertisement for Vimal pan masala, which is banned in the state.

The notice demands that the actors prove within 15 days that Vimal Elaichi is a distinct product available in the market and not a brand extension to promote banned tobacco and pan masala products. The FDA has also asked for details of all TV channels, digital and social media platforms where the ad was aired, the period of airtime, and copies of their endorsement contracts.

If the actors fail to respond within the stipulated time, they could face penalties of up to Rs 10 lakh under the Food Safety and Standards Act, 2006. The FDA has also instructed the actors not to assist in further telecast, publication, or promotion of the ad on any platform. Aaj Tak reports that the actors have the option to request a personal hearing.