Shah Rukh Khan, Ajay Devgn Face FDA Notice Over Vimal Ad

• Maharashtra’s Food and Drug Administration has issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over a Vimal Elaichi advertisement.
• The regulator alleges that the campaign could indirectly reinforce the Vimal brand’s association with pan masala.
• The actors have been asked to remove the promotional material from their social media accounts and provide details of their endorsement agreements.
• The notices give the actors 15 days to respond.
• The action comes amid a broader Maharashtra crackdown on food-safety violations and prohibited tobacco-related products.

Shah Rukh Khan, Ajay Devgn and Tiger Shroff have received show-cause notices from Maharashtra’s Food and Drug Administration (FDA) over their appearance in a Vimal Elaichi advertisement, with the regulator alleging that the campaign could amount to surrogate advertising for a prohibited pan masala product.

The notices, issued by the FDA’s Greater Mumbai division, ask the three actors to explain their involvement within 15 days. The authority has also directed them to remove the promotional material from their social media accounts and other platforms under their control, refrain from participating in further broadcasts of the campaign and provide details of their endorsement agreements.

The FDA’s concern is not about cardamom itself but about the use of the Vimal brand name and identity. In its notice, the regulator said such use could have the effect of “promoting, reinforcing or maintaining consumer recognition” of a prohibited product.

Why the Vimal Elaichi Ad Is Under Scrutiny

The advertisement features all three actors promoting Vimal Elaichi. The FDA has questioned whether the use of the Vimal name in the campaign indirectly promotes a pan masala product associated with the same brand.

The regulator has sought information on whether Vimal Elaichi is an independently marketed product or whether the campaign could function as a brand-extension exercise for Vimal pan masala or tobacco-related products. The actors have been given an opportunity to respond before further action is considered.

The advertisement has also received substantial online exposure, with the source material stating that the festive-themed commercial has crossed 106 million views on YouTube.

The actors’ representatives did not respond to requests for comment, according to Reuters, while the company identified as the owner of the Vimal brand also did not respond.

What Is Surrogate Advertising?

Surrogate advertising involves promoting a restricted or prohibited product indirectly through another product that uses the same or a closely associated brand identity. The approach has historically been used in sectors such as alcohol and tobacco, where direct advertising restrictions apply.

India’s 2022 Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements address advertising practices designed to circumvent restrictions on prohibited or restricted products. The guidelines were issued by the Central Consumer Protection Authority under the Department of Consumer Affairs.

The broader regulatory framework also places responsibilities on advertisers and endorsers and provides for penalties in cases involving misleading advertisements. The CCPA guidelines allow penalties of up to ₹10 lakh for manufacturers, advertisers and endorsers for a first contravention, with higher penalties possible for subsequent violations.

FDA Action Comes During Wider Food-Safety Crackdown

The notices against the actors come as Maharashtra’s food-safety authorities step up enforcement under FDA Commissioner Tukaram Mundhe. Recent action has included the suspension of licences of restaurants over hygiene concerns and the closure of food outlets and warehouses, according to Reuters.

The state has also maintained restrictions on specified pan masala and tobacco-related products. At the national level, FSSAI regulations require pan masala packaging and related advertising to carry health warnings, while the regulator has continued to update rules affecting pan masala packaging.

The issue also reflects a longer-running debate over surrogate advertising in India. Reuters reported in 2024 that the Union government was working on stricter rules aimed at preventing companies from using products such as club soda and music CDs to maintain visibility for restricted alcohol brands. Those proposed rules had not been finalised at the time covered by the source material.

For now, the notices against Khan, Devgn and Shroff are at the show-cause stage. Their responses to the Maharashtra FDA will determine how the regulator proceeds with the matter.