Bollywood actors Ajay Devgn and Tiger Shroff have submitted their official responses to the Maharashtra Food and Drug Administration (FDA) regarding show-cause notices issued over their involvement in a Vimal Elaichi advertisement campaign. The FDA confirmed receiving replies from both actors, but a response from superstar Shah Rukh Khan, who also features in the campaign, is still pending.
FDA Raises Surrogate Advertising Concerns
The controversy stems from the FDA's concern that the Vimal Elaichi advertisement may constitute surrogate advertising for Vimal Pan Masala, a product currently prohibited in Maharashtra. The regulatory body highlighted that pan masala has been banned in the state for one year under an order dated July 13, 2026. The FDA's notice stated, "Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the Vimal brand, which is mainly associated with Pan Masala."
The core issue for the regulator is whether promoting Vimal Elaichi indirectly creates visibility and brand recall for the restricted pan masala product, thereby circumventing the prohibition.
Notices Served to Prominent Actors
The show-cause notices were reportedly delivered to the three actors through various channels. Ajay Devgn received his notice at his Juhu residence, while Shah Rukh Khan was served at his Bandra home, Mannat. Tiger Shroff received his notice via his production company, Tiger Shroff Productions LLP.
The specific contents of the responses submitted by Devgn and Shroff have not been publicly disclosed, and neither actor has issued a public statement on the matter. All eyes are now on Shah Rukh Khan's camp as the FDA awaits his official reply.
Wider Debate on Celebrity Endorsements
This action by the Maharashtra FDA has reignited a broader public and industry debate surrounding celebrity endorsements, particularly when high-profile personalities promote brands that are closely associated with products restricted or banned by law. Consumer advocates and regulatory bodies frequently scrutinize such campaigns for potential surrogate advertising practices.