Shah Rukh Khan Ajay Devgn Tiger Shroff Get FDA Notice Over Vimal Ad
Trouble has mounted for Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff as state regulatory authorities turned their attention toward celebrity brand endorsements. The Maharashtra Food and Drug Administration, under the leadership of Food Safety Commissioner Tukaram Mundhe, dispatched detailed legal show cause notices to the three actors. The regulatory action focuses on their participation in the high-profile Vimal Elaichi commercial campaign, which officials allege serves as a deceptive front to promote banned pan masala products to the public.
The official notices were delivered directly to the personal residences of the actors in Mumbai and through their official production houses. According to regulatory findings, the presentation, visual style, and overall branding used in the cardamom advertisements closely parallel those of gutkha and tobacco-containing pan masala. Because Maharashtra maintains a strict prohibition on the manufacture, distribution, and sale of pan masala, authorities contend that promoting cardamom under the identical brand identity misleads consumers and acts as indirect advertising for prohibited substances.
Under the specific directives issued by state enforcers, the Bollywood celebrities have been instructed to immediately cease all involvement in the promotional campaign. They must also remove any related promotional media, videos, and posters from their official digital platforms and social media channels. Beyond halting campaign participation, the food safety body has mandated that the actors submit written explanations clarifying their position. The stars are required to provide complete disclosure of their endorsement contracts, financial transaction details, and proof of any due diligence conducted prior to signing the promotional deals.
The legal action invokes strict provisions under state and central food safety statutes designed to curtail deceptive advertising practices. Legal experts point out that individuals participating in misleading public endorsements face heavy financial penalties that can reach up to fifty lakh rupees, alongside potential temporary bans from undertaking product endorsements. This move comes during an aggressive statewide crackdown led by regulatory teams, who have conducted hundreds of raids, seized contraband worth millions, and registered multiple cases against illicit distribution networks across regional borders.
The controversy over surrogate advertisements featuring prominent actors has sparked ongoing public debate regarding celebrity responsibility and brand ethics. While past campaigns involving mouth fresheners faced immense social media backlash and voluntary celebrity exits, the latest legal intervention shifts the battleground from online criticism to formal administrative scrutiny. As the deadline for filing responses approaches, industry observers and fans are waiting to see how the legal teams representing the actors will address the regulatory demands raised by the state authority.