The Maharashtra Food and Drug Administration (FDA) has served a formal show-cause notice to film actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their appearance in a commercial for Vimal Elaichi. Regulatory authorities suspect that the promotion functions as an indirect or surrogate advertisement for the prohibited Vimal Pan Masala brand. The enforcement body has demanded a detailed explanation from all three actors clarifying their promotional participation and endorsement roles in the campaign.
Surrogate Promotion Allegations and State Ban Restrictions
According to the evaluation conducted by the FDA, the brand name, presentation style, and thematic dialogues used in the advertisement effectively associate the Vimal brand identity with prohibited pan masala products. Regulators contend that such promotional tactics create ambiguity among consumers while reinforcing the market recall of a restricted product category under the guise of an allowable item.
This regulatory action follows an executive order issued in Maharashtra on July 13, 2026, which implemented a comprehensive one-year prohibition on the manufacture, storage, transportation, distribution, and sale of pan masala across the state. Officials noted that when a primary product line faces a statutory ban, promotional campaigns featuring identical branding and trade dress are subjected to rigorous scrutiny to prevent circumvention of public safety rules.
Legal Provisions Under the FSS Act and Financial Penalties
In its notice, the regulatory department cited specific statutory provisions under the Food Safety and Standards Act, 2006. The action prominently invokes Section 24 and Section 53 of the legislation, which deal with deceptive food advertisements, false representations, and unfair trade practices that mislead the general public.
Under these statutory provisions, entities found guilty of disseminating misleading food advertisements or violating established food safety regulations can face monetary penalties amounting to up to Rs 10 lakh. The administration specified that the Vimal Elaichi commercial currently circulating across digital platforms and broadcast media is being evaluated to ascertain whether its promotional messaging complies with statutory standard practices.
Celebrity Endorsement Scrutiny and Future Proceedings
The Maharashtra FDA has formally requested Ajay Devgn, Shah Rukh Khan, and Tiger Shroff to explain why legal proceedings under the provisions of the food safety framework should not be initiated against them. The central focus of the investigation remains on verifying whether the content of the commercial and the endorsement activities of the high-profile actors align with statutory trade requirements.
Regulators highlighted that enforcing transparency in commercial promotions and protecting consumers from deceptive practices are core mandates of the food safety legal structure. Further administrative or legal measures regarding the advertisement will be determined following the receipt and review of formal responses submitted by the three actors.
