Bollywood Stars Face FDA Notices
Shah Rukh Khan, Ajay Devgn and Tiger Shroff have received show-cause notices from the Maharashtra Food and Drug Administration (FDA) over their appearance in a Vimal Elaichi advertisement.
The FDA has alleged that the advertisement could amount to indirect or surrogate promotion of Vimal Pan Masala, a product prohibited in Maharashtra.
The notice was issued on August 11 and gives the three actors 15 days to submit their written explanations.
Why Is The Vimal Elaichi Ad Under Scrutiny?
The Maharashtra FDA has questioned the use of the Vimal brand name in the elaichi advertisement.
According to the regulator, Vimal is prominently associated with pan masala in the market. It believes that promoting Vimal Elaichi using the same brand identity could create an association with the prohibited pan masala product.
The FDA has therefore raised concerns that the advertisement may not simply be promoting cardamom, but could indirectly strengthen the brand identity of Vimal Pan Masala.
Actors Asked To Stop Promoting The Advertisement
The FDA has directed Shah Rukh Khan, Ajay Devgn and Tiger Shroff to immediately discontinue their participation in the campaign.
They have also been asked to remove promotional content related to the advertisement from their official social media accounts, websites and other digital platforms under their control.
The notice further asks the actors to refrain from providing any assistance for the continued broadcasting or promotion of the advertisement.
FDA Wants Details Of Their Endorsement Deals
The regulator has sought more information from the actors about their involvement in the campaign.
Among other things, the FDA wants copies of their endorsement agreements, campaign briefs, payment arrangements and details of the due diligence carried out before they agreed to promote Vimal Elaichi.
The actors have also been asked to provide evidence showing whether Vimal Elaichi is genuinely an independent product available in the market or whether the campaign functions as a surrogate promotion for Vimal Pan Masala.
Misleading Advertisement Laws Invoked
The FDA has referred to provisions of the Food Safety and Standards Act, 2006, and related regulations while issuing the notices.
Section 24 of the Act deals with restrictions on misleading advertisements, while Section 53 provides for penalties relating to misleading food advertisements.
The FDA has described its communication as a final warning and said further action could follow if the actors fail to respond or if their explanations are found unsatisfactory.
Vimal Ads Have Faced Celebrity Controversy Before
This is not the first time Bollywood celebrities have faced criticism over Vimal advertisements.
In 2022, Akshay Kumar faced considerable backlash after appearing alongside Shah Rukh Khan and Ajay Devgn in a Vimal Elaichi campaign.
Following the controversy, Kumar apologised publicly and said he would step back from his association with the brand.
The latest FDA action has brought the Vimal advertising controversy back into the spotlight.
What Happens Next?
The three actors now have 15 days from receiving the notices to respond to the Maharashtra FDA.
The regulator will then consider their explanations and supporting documents before deciding whether further proceedings are warranted.
For the actors, the central issue will be whether the Vimal Elaichi campaign can legitimately be treated as an advertisement for an independent food product or whether it effectively functions as surrogate advertising for a prohibited pan masala brand.
Celebrity Endorsements Under Greater Scrutiny
The case highlights the growing regulatory scrutiny surrounding celebrity endorsements of products associated with tobacco, pan masala and other restricted products.
While celebrities may not directly advertise a prohibited product, regulators are increasingly examining whether seemingly different products carrying the same brand identity can indirectly promote it.
The Maharashtra FDA’s action against three of Bollywood’s biggest names could therefore have wider implications for how surrogate advertising campaigns are designed and endorsed in India.
Summary
The Maharashtra FDA has issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their Vimal Elaichi advertisement, alleging that it could amount to indirect or surrogate promotion of Vimal Pan Masala. The actors have been asked to stop participating in the campaign, remove promotional content and submit explanations within 15 days. The FDA has also sought their endorsement agreements and due-diligence records before deciding on further action.
