The Maharashtra Food and Drug Administration (FDA) has issued a show-cause notice to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their endorsement of the Vimal Elaichi advertisement. According to the FDA, the campaign appears to be an indirect or surrogate advertisement for Vimal Pan Masala, a product associated with tobacco-related substances that are prohibited in the state. The notice states that using the name “Vimal Elaichi” along with the same brand identity as Vimal Pan Masala could mislead consumers and indirectly promote a banned product. The actors have been given 15 days to submit their written explanations and supporting documents.

The FDA has directed the three actors to immediately stop endorsing the Vimal Elaichi campaign and remove all related promotional content from their official social media accounts, websites, and other digital platforms under their control. They have also been asked to provide details of the due diligence carried out before accepting the endorsement, along with copies of endorsement agreements, campaign briefs, payment arrangements, and information about the advertising agency and brand owner. Additionally, the actors must clarify whether Vimal Elaichi is an independently marketed product or merely a brand extension intended to indirectly promote Vimal Pan Masala.

The action follows a prohibition order issued on July 13 by the Maharashtra Food Safety Commissioner under the Food Safety and Standards Act, 2006, banning specified tobacco, nicotine, and areca nut-based food products for one year. The FDA has warned that if the actors fail to respond within the stipulated period or if their explanations are found unsatisfactory, further legal action may be initiated. Copies of the notice have also been forwarded to the Food Safety and Standards Authority of India (FSSAI) and the Central Consumer Protection Authority (CCPA) for appropriate action, as authorities continue their crackdown on misleading advertisements and surrogate promotions.