Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff have received show-cause notices from the Maharashtra Food and Drug Administration (FDA) over their endorsement of Vimal Elaichi.

The Maharashtra FDA has alleged that the advertisement could amount to surrogate advertising of Vimal Pan Masala, a product banned in the state. The notices were issued on August 11, giving the three actors 15 days to respond and explain their role in the campaign.

According to PTI, the notices were sent to Shah Rukh Khan at his residence in Bandra, Ajay Devgn at his Juhu residence and Tiger Shroff at the address of his production company.

FDA Questions Advertisement

The FDA has raised concerns about the manner in which the Vimal brand is presented in the advertisement.

According to the notices, the product's name, dialogues, presentation and the broader market association of the brand raised questions about whether the campaign indirectly promotes a banned tobacco-related product.

The FDA said the advertisement prima facie promotes the Vimal brand, which it considers closely associated with pan masala.

The actors have been asked to explain their involvement and respond to the allegations within the stipulated period.

Pan Masala Ban in Maharashtra

The action comes against the backdrop of Maharashtra's continuing ban on pan masala and tobacco-containing gutkha products.

The state government has extended the ban on the manufacture, storage, transportation and sale of pan masala for one year from July 13, 2026, under Section 30(2)(a) of the Food Safety and Standards Act, 2006.

The state has maintained restrictions on tobacco and nicotine-containing gutkha and pan masala products since 2012, with the prohibition being renewed periodically.

FDA Steps Up Enforcement

The Maharashtra FDA has also intensified its enforcement campaign against illegal gutkha and tobacco networks.

FDA Commissioner Tukaram Mundhe had directed officials to coordinate with police and explore action under the Maharashtra Control of Organised Crime Act (MCOCA) against organised networks involved in the illegal trade.

Between May 25 and July 31, authorities conducted raids at 658 locations, according to FDA data.

During the campaign, banned products worth around ₹15.11 crore were seized. Officials registered 519 FIRs and arrested 701 people.

Authorities also seized 78 vehicles, with their combined estimated value reported at around ₹6.6 crore.

What Is Surrogate Advertising?

Surrogate advertising refers to a marketing strategy in which a restricted product is not directly advertised. Instead, another product carrying the same or a closely associated brand identity is promoted.

For example, a company associated with pan masala may advertise products such as elaichi, mouth fresheners or other permitted goods using the same brand name and visual identity.

Such advertisements can become controversial when regulators believe that the campaign is effectively reinforcing the identity of a restricted product.

In the Vimal case, the Maharashtra FDA has specifically questioned whether the Vimal Elaichi advertisement indirectly promotes Vimal Pan Masala.

Previous Vimal Elaichi Controversy

Vimal Elaichi advertising has faced regulatory scrutiny in the past as well.

In 2018, the Directorate General of Health Services reportedly issued a notice to Vishnu Pouch Packaging Private Limited, the company associated with Vimal Elaichi, under provisions of the Cigarettes and Other Tobacco Products Act.

The company subsequently argued before the court that it did not manufacture tobacco products under the Vimal brand for the domestic market.

The issue also reached the Delhi High Court.

In January 2024, the court upheld a trial court order permitting the company to advertise its non-tobacco products. The legal proceedings included arguments over whether advertising a tobacco-free product could be restricted when the product itself was not legally prohibited.

Actors Yet to Respond

The latest FDA notices do not amount to a finding of guilt against the three actors. They have been given an opportunity to respond to the allegations and explain their involvement in the advertisement.

The regulatory action highlights the continuing legal and policy debate surrounding celebrity endorsements of brands that are also associated with tobacco or pan masala products.

With Maharashtra maintaining its ban on pan masala and authorities stepping up enforcement against illegal sales, the FDA's action could also bring renewed scrutiny to surrogate advertising campaigns featuring major Bollywood celebrities.