# 10 Bollywood Stars Entangled in Pan Masala Commercial Controversies as FDA Steps Up Action

> Bollywood celebrities are facing increasing backlash over pan masala and surrogate advertisements. Recent notices issued by the Maharashtra Food and Drug Administration (FDA) have reignited national debate around star endorsements.

**Type:** article · **Category:** Bollywood · **Published:** 2026-08-19 · **Source:** TrendKia
**Canonical:** https://trendkia.com/en/bollywood/pana-masala-vijnapanon-para-vivada-men-ghire-10-bollywood-starsa-fda-notisa-se-lekara-kanuni-pachare-taka-ki-puri-kahani-18299 · **Language:** English
**Tags:** Pan Masala Controversy, Maharashtra FDA, Shah Rukh Khan, Ajay Devgn, Tiger Shroff, Akshay Kumar, Amitabh Bachchan, Surrogate Advertising

The commercial partnership between Hindi cinema and corporate brand endorsements has a long history. Major companies frequently leverage the massive popularity and cultural reach of prominent film stars to build brand awareness and drive sales. However, when these commercial deals involve pan masala, gutkha, or surrogate mouth-freshener campaigns, they inevitably spark intense public backlash and regulatory concern. In 2026, the Maharashtra Food and Drug Administration (FDA) escalated its scrutiny by issuing formal legal notices to three leading actors, Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, over their involvement in Vimal Elaichi promotional campaigns. Regulatory authorities assert that such surrogate advertisements effectively serve as indirect marketing for restricted tobacco and pan masala products. The enforcement notice instructs all three actors to clarify their position and immediately cease promotional activities linked to the campaign. This regulatory action is part of a broader trend, as at least 10 major Bollywood celebrities have previously drawn severe public criticism for their associations with pan masala brands.

## Maharashtra FDA Notice and Key Celebrities Named
Shah Rukh Khan has been associated with Vimal Elaichi campaigns for a considerable period. Initially featured alongside Ajay Devgn, he was later joined in these commercials by Tiger Shroff. The 2026 notice issued by the Maharashtra FDA has once again placed his commercial endorsement under intense public and legal focus.

Ajay Devgn has maintained an even longer association with the Vimal brand, becoming inextricably identified with its promotional campaign through the widely recognized tagline Zuban Kesari. When previous public controversies erupted over pan masala endorsements, Devgn publicly defended his position by stating that if a product is officially deemed harmful to health, government authorities should ban its sale entirely rather than allowing it on the market. The fresh 2026 FDA notice has brought his multi-year brand association back into the center of national debate.

Tiger Shroff, whose public image is built around fitness and a healthy lifestyle, has also faced sharp criticism for appearing in pan masala surrogate advertisements. Prior to joining the Vimal campaign, Tiger Shroff had featured in a Pan Bahar advertisement alongside South Indian actor Mahesh Babu. The latest enforcement drive by the Maharashtra FDA in 2026 has renewed ethical questions regarding his endorsement choices.

## Public Outcry and Course Correction: Akshay Kumar and Amitabh Bachchan
In 2022, Akshay Kumar appeared in a Vimal Elaichi commercial alongside Shah Rukh Khan and Ajay Devgn, triggering immediate backlash across social media platforms. Fans expressed strong disappointment because Akshay Kumar had previously stated on multiple public platforms that he would never promote tobacco-related products. Following the widespread public outrage, Akshay Kumar released an official apology, announced his decision to step back from the brand campaign, and committed to donating his entire endorsement fee toward a charitable cause.

Amitabh Bachchan faced similar controversy in 2021 when he starred in a Kamla Pasand silver coated elaichi commercial alongside actor Ranveer Singh. The advertisement immediately met with objections from anti-tobacco advocacy groups, health experts, and fans on social media. Recognizing the gravity of the public concern, Amitabh Bachchan terminated his contract with the brand and returned the endorsement fee he had received, clarifying that he was unaware the advertisement fell under the scope of surrogate promotion.

## Youth Influence and Brand Strategy: Ranveer Singh, Hrithik Roshan, and Saif Ali Khan
Ranveer Singh, who co-starred with Amitabh Bachchan in the 2021 Kamla Pasand commercial, also faced criticism from media analysts and consumer watchdogs. Critics highlighted how tobacco manufacturers utilize the stardom of mainstream actors to establish and reinforce brand identity, making the campaign a prime case study in ongoing debates over surrogate advertising in India.

Hrithik Roshan, known for his youth icon status and athletic persona, faced public questioning over his appearance in commercials for Dilbagh Signature Elaichi. Critics argued that endorsements by fitness role models normalize brands associated with harmful tobacco products among younger audiences.

Saif Ali Khan featured in promotional campaigns for Pan Bahar, which led to an official complaint lodged with the Advertising Standards Council of India (ASCI). Following its review, ASCI highlighted that featuring prominent film actors in advertisements for product lines carrying health warnings can exert an undue influence on children and young viewers.

## Legal Proceedings and Public Contradictions: Salman Khan and Sunny Deol
Salman Khan attracted significant public criticism for endorsing Rajshree Pan Masala, an association that eventually led to legal scrutiny in consumer court. In 2026, proceedings continued in a consumer court in Kota, Rajasthan, where legal arguments focused on documentation and statutory compliance relating to the advertisement campaign.

Sunny Deol presented a unique controversy due to conflicting public statements. In a recent statement, Sunny Deol asserted that he would not advertise pan masala or elaichi brands for monetary gain. However, shortly after his statement, an old commercial resurfaced on social media showing him actively promoting a pan masala brand alongside actor Ravi Kishan. The viral clip sparked widespread online discussion regarding the sharp contrast between his recent assertions and his past endorsement history.

## Surrogate Advertising Mechanics and Regulatory Impact
Direct advertising of gutkha and tobacco products is strictly prohibited under Indian law. To circumvent these restrictions, brand manufacturers frequently utilize surrogate advertising strategies, launching mouth fresheners or elaichi lines under identical brand names and logos. By engaging top-tier Bollywood stars to promote these secondary products, companies effectively embed the overarching brand identity into public consciousness.

Health advocates and media commentators emphasize that top celebrities hold significant cultural influence, making their choices impactful for public health. The 2026 notices issued by the Maharashtra FDA, combined with ongoing consumer court cases such as the one in Kota, signal tightening regulatory oversight aimed at holding both brand marketers and celebrity endorsers accountable.

## What this means for you
- **Across India:** Stricter regulatory enforcement on celebrity endorsements helps protect consumers and youth from indirect tobacco brand marketing.
- **In Maharashtra:** FDA legal notices set a strong precedent against surrogate advertising for restricted products within the state.

## Questions & Answers

### 1. Which Bollywood actors received FDA notices in 2026 over pan masala ads?
The Maharashtra FDA issued formal legal notices to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding Vimal Elaichi surrogate advertisements.

### 2. What action did Akshay Kumar take after the Vimal Elaichi ad backlash?
In 2022, following intense public outcry, Akshay Kumar apologized to fans, withdrew from the brand campaign, and pledged his entire endorsement fee to charity.

### 3. How did Amitabh Bachchan respond to the Kamla Pasand advertisement controversy?
In 2021, Amitabh Bachchan terminated his endorsement contract with Kamla Pasand and returned the endorsement fee he had received.

### 4. Where was the consumer court case involving Salman Khan's pan masala ad heard?
The legal proceedings involving Salman Khan's Rajshree Pan Masala endorsement continued in a consumer court in Kota, Rajasthan in 2026.

### 5. What concern did ASCI raise regarding Saif Ali Khan's Pan Bahar commercial?
ASCI concluded that featuring prominent movie stars in commercials for products bearing health warnings can negatively influence children and young viewers.

---
_TrendKia — Har trend, sabse pehle.. Machine-readable view; canonical HTML at the URL above._