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

The Maharashtra Food and Drug Administration has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over a Vimal elaichi advertisement, alleging it amounts to surrogate advertising for Vimal Pan Masala. The Times of India reports that the notices were personally delivered this week: Devgn received his at his Juhu residence, Khan at Mannat in Bandra, and Shroff was notified through his production company.

The FDA says the advertisement, in its presentation, dialogue and product name, creates an indirect association with the Vimal brand, which is mainly linked to pan masala. The product is prohibited for manufacture, storage, transport, distribution and sale in Maharashtra for one year from July 13, 2026, under an order by the Commissioner of Food Safety. The regulator has invoked Section 24 of the Food Safety and Standards Act, 2006, which restricts misleading food ads, and Section 53, which allows a penalty of up to Rs 10 lakh for those who publish a misleading food advertisement.

FDA commissioner Tukaram Mundhe, who issued the notices, is leading a wider crackdown against tobacco and pan masala in the state. The regulator says this is the first time it has examined surrogate advertising. The actors have been asked to explain their roles as brand endorsers in the campaign.