Maharashtra FDA has issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over a Vimal Elaichi advertisement, alleging it could indirectly promote banned pan masala.

Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have come under regulatory scrutiny after Maharashtra’s Food and Drug Administration (FDA) issued show-cause notices over their association with a Vimal Elaichi advertisement. The authority has questioned whether the campaign amounts to surrogate advertising for Vimal Pan Masala, which is prohibited in Maharashtra.

The Maharashtra FDA has raised concerns over the branding and presentation used in the Vimal Elaichi campaign. According to the regulator, the advertisement could indirectly promote a pan masala product through a legal product carrying the same brand identity.

The action comes as Maharashtra authorities intensify their scrutiny of tobacco and pan masala-related advertising, particularly campaigns featuring prominent celebrities.

Three Stars Served Notices

The notices were issued to Shah Rukh Khan, Ajay Devgn and Tiger Shroff, who appeared together in the Vimal Elaichi campaign.

The FDA has reportedly asked the actors to stop participating in the campaign and remove related promotional material from their social media accounts. The authority has also sought details of their endorsement agreements and other campaign-related information.

15 Days To Respond

The actors have been given 15 days to respond to the show-cause notices. The FDA has sought explanations regarding their involvement in the campaign and the due diligence undertaken before endorsing the product.

No public response from the three actors was available in the latest reports when the notices came under renewed scrutiny.

₹10 Lakh Fine Warning

Maharashtra FDA Commissioner Tukaram Mundhe has warned that the actors could face financial penalties if their responses are found unsatisfactory. Reports have cited a possible fine of up to ₹10 lakh under the applicable food-safety provisions.

The regulator's action is based on concerns surrounding misleading advertising and indirect promotion of products considered harmful or prohibited under state regulations.

Pan Masala Link Under Scanner

The central issue is whether the elaichi advertisement functions as surrogate advertising. In such campaigns, a brand associated with a restricted product promotes another product, such as cardamom, while retaining similar branding and visibility.

The Maharashtra FDA believes the Vimal branding in the advertisement could help maintain visibility for the pan masala brand despite restrictions on the latter.

Celebrity Endorsements Debate

The notices have revived the debate over the responsibility of celebrities who endorse products linked to controversial or restricted categories.

Veteran actor Mukesh Khanna has backed the FDA's action and urged the three actors to apologise publicly. He argued that major celebrities have a responsibility to consider the wider impact of products and campaigns they promote.

What Happens Next

The immediate next step is for Shah Rukh Khan, Ajay Devgn and Tiger Shroff to respond to the FDA notices. The authority will then examine their explanations and decide whether further action is warranted.

For now, the notices represent regulatory proceedings rather than a final finding of liability against the actors. The dispute also highlights the growing scrutiny of celebrity endorsements and surrogate advertising in India's entertainment and advertising industries.