Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have received notices from the Maharashtra Food and Drug Administration (FDA) over their involvement in advertisements for Vimal Elaichi.
The Maharashtra FDA has questioned whether the advertisements amount to surrogate advertising for Vimal Pan Masala, which is prohibited in Maharashtra. The notices are part of the state's wider crackdown on misleading promotions linked to banned tobacco and pan masala products.
Why Did Shah Rukh Khan, Ajay Devgn and Tiger Shroff Get FDA Notices?
The controversy centres on advertisements featuring the three actors for Vimal Elaichi.
While the advertised product is presented as an elaichi or mouth-freshener product, the Maharashtra FDA has raised concerns that the campaign could indirectly promote Vimal Pan Masala through the same branding and celebrity association.
This type of marketing is commonly referred to as surrogate advertising—using a permitted product or category to maintain the visibility and recall of a brand associated with a restricted product.
What Is Surrogate Advertising?
Surrogate advertising becomes controversial when a company promotes a product that is legally permitted while the branding strongly connects it with another product whose advertising is restricted or prohibited.
In this case, the FDA is examining whether advertisements for Vimal Elaichi effectively create an association with Vimal Pan Masala.
The regulator's concern is not simply about the actors appearing in an advertisement. It is about whether the advertising campaign indirectly promotes a product that cannot legally be advertised in the same manner.
What Has the Maharashtra FDA Asked the Actors to Do?
The FDA has issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
The actors have been asked to respond to the regulator's concerns, while reports also state that the promotional material is to be removed from their social-media platforms within 15 days.
A show-cause notice does not mean that the actors have already been found guilty. It gives them an opportunity to explain their involvement and respond to the allegations before further action is considered.
Why Is Maharashtra Taking Action Against Pan Masala Advertising?
Maharashtra has been conducting an intensified crackdown against banned gutka, pan masala and tobacco-related products.
The state's FDA has been carrying out raids and enforcement operations against prohibited products, with the department also focusing on misleading food advertisements.
The latest notices against major Bollywood celebrities therefore come as part of a broader regulatory push.
Why Are Celebrities Being Questioned?
Celebrity endorsements can give products enormous visibility.
The FDA's position is that celebrities also need to ensure that the products they promote comply with applicable regulations. Maharashtra FDA Commissioner Tukaram Mundhe has previously warned that celebrities could face legal action if they participate in misleading or false advertisements.
The latest notices put that issue directly into the spotlight.
What Is the Issue With Vimal Elaichi Ads?
The key question is whether the Vimal Elaichi advertisements are simply promoting an independent permitted product or whether they function as an indirect way of keeping the Vimal Pan Masala brand visible.
The FDA appears to be examining the connection between the two.
That is why the controversy has moved beyond a normal celebrity endorsement dispute and into the area of food-safety regulations and surrogate advertising.
Have Shah Rukh Khan, Ajay Devgn and Tiger Shroff Been Fined?
No final penalty has been established merely because the notices were issued.
The current action is based on show-cause notices and an inquiry into the advertisements.
The actors now have an opportunity to respond to the allegations. Any further regulatory action would depend on the outcome of the process.
What Happens Next?
The three actors are expected to respond to the Maharashtra FDA's notices.
The regulator will then examine the explanations and determine whether further action is required.
The case could also have wider implications for celebrity endorsements, pan masala advertising and surrogate marketing in India, particularly as regulators increasingly scrutinise advertisements involving products connected with banned or restricted substances.
The Bottom Line
The Maharashtra FDA's action against Shah Rukh Khan, Ajay Devgn and Tiger Shroff is primarily about the regulator's concern that Vimal Elaichi advertising could amount to surrogate promotion of Vimal Pan Masala.
For now, the actors have received notices and have been given an opportunity to respond. The notices themselves do not establish that the actors have been found guilty of violating the law
