Ajay Devgn, Shah Rukh Khan, Tiger Shroff Face Maharashtra FDA Notice Over Vimal Elaichi Ad
Mumbai, 16th August 2026: The Maharashtra Food and Drug Administration (FDA) has issued a show-cause notice dated August 11, 2026, to actors Ajay Devgn, Shah Rukh Khan and Tiger Shroff over their participation in a Vimal Elaichi advertisement.
The FDA has alleged that the advertisement may amount to the indirect or surrogate promotion of Vimal Pan Masala, a product that the notice says is prohibited in Maharashtra under a one-year prohibition order dated July 13, 2026. The development was also reported on August 16.
According to the nine-page notice, the advertisement was disseminated through television channels, digital media, social media platforms and other promotional outlets. The actors are described as brand endorsers. The FDA said the brand name, product presentation, dialogue, visual elements and market identity could create an association between Vimal Elaichi and Vimal Pan Masala.
The notice states that “a serious question arises as to whether the said advertisement amounts to indirect, surrogate or other forms of promotion of a prohibited/restricted tobacco related product.”
The FDA has referred to provisions of the Food Safety and Standards Act, 2006, including Sections 24 and 53, which deal with misleading food advertisements and penalties for persons involved in their publication. Section 53, as cited in the notice, provides for a penalty of up to ₹10 lakh for a misleading advertisement. The notice also refers to the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the Consumer Protection Act, 2019, the Cigarettes and Other Tobacco Products Act, 2003, and the Cable Television Networks Rules, 1994.
The actors have been directed to immediately stop participating in and endorsing the advertisement, remove related promotional content from their official social media accounts and websites, and refrain from assisting in its further broadcast or dissemination.
The FDA has also sought details of the due diligence carried out before the endorsement, copies of agreements and campaign briefs, payment and endorsement arrangements, product information, details of the advertising agency and brand owner, and information about the platforms on which the advertisement was broadcast or published.
The notice further asks the recipients to provide documentary evidence showing whether Vimal Elaichi is an independent product available in the market or a surrogate or brand-extension communication intended to promote Vimal Pan Masala or other tobacco-related products.
The actors have been given 15 days from the date of receipt of the notice to submit written explanations and supporting documents. They may also request a personal hearing. The FDA has warned that further action may be initiated if no explanation is received or if the response is found unsatisfactory.
