Actor Ajay Devgn has mounted a legal challenge against a regulatory show-cause notice regarding his appearance in commercial campaigns for Vimal Elaichi. Moving the Bombay High Court, the actor contended in his plea that the Food and Drug Administration erroneously targeted him rather than issuing the summons to the firm manufacturing the product. A division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is scheduled to take up the matter on November 4.
Allegations of Surrogate Promotion for Banned Goods
The Maharashtra Food and Drug Administration initiated action on grounds that marketing campaigns for cardamom act as indirect promotion for Vimal Pan Masala. The state enforces a complete annual ban prohibiting the manufacture, storage, distribution, and commercial sale of pan masala, operative under orders issued on July 13, 2026. Official scrutiny of the commercial indicated that prominent branding under the Vimal label leverages surrogate techniques to advance a product category that remains strictly barred by law across the state.
Summons Served Across High-Profile Addresses
Regulatory authorities delivered formal notices to three prominent film personalities associated with the promotional campaign. While the notice addressed to Ajay Devgn was served at his private residence in Juhu, a separate communication reached Shah Rukh Khan at his Bandra residence, Mannat. Tiger Shroff was served through his production outfit, Tiger Shroff Productions LLP. Although the enforcement move prompted extensive public debate, none of the featured performers issued formal statements in response.
Enforcement Under the Food Safety Framework
Authorities anchored the regulatory proceedings to Section 24 of the Food Safety and Standards Act, 2006, which strictly penalizes misleading or deceptive advertisements involving edible consumables. The action forms part of a broader inspection drive launched in recent months targeting adulteration in milk and everyday groceries, unauthorised retail counters near educational campuses, and the illicit trafficking of banned tobacco and gutkha formulations. Administrative teams have stepped up penal measures against commercial operators breaching statutory safety standards.
