Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have been issued show-cause notices by the Maharashtra Food and Drug Administration (FDA) due to their involvement in a 2024 advertisement for Vimal Elaichi. The FDA claims that the ad could potentially serve as an indirect promotion for pan masala, which is illegal in Maharashtra.
The notice, which spans nine pages and was signed by Maharashtra’s food safety chief, Tukaram Mundhe, instructs the actors to cease their participation in the campaign and to remove any promotional content related to it from their social media platforms. They are also required to provide an explanation regarding their involvement within 15 days.
The FDA’s concerns focus on the advertisement featuring the actors promoting elaichi (cardamom). However, they emphasize that the Vimal brand is closely linked to pan masala, prompting suspicion about the ad’s intentions. According to the FDA, the advertisement appears to promote the Vimal brand, which has been associated with products banned in the state, such as pan masala.
The notice explains that mentioning “VIMAL Elaichi” suggests a connection to the Vimal pan masala brand. The FDA warns that this could mislead consumers and inadvertently advocate for the prohibited product. They further noted that if the use of the Vimal name aims to reinforce its brand identity tied to pan masala or tobacco items, then the ad might be seen as more than just a promotion for an independent elaichi product.
As part of the investigation, the notice requests details on the actors’ endorsement agreements, campaign briefs, payment details, and any due diligence conducted before their participation.
In terms of potential consequences, the FDA referenced consumer protection laws related to misleading endorsements. Penalties for non-compliance can include fines reaching Rs 10 lakh for a first offense, with higher penalties for repeated violations. The actors may also face restrictions on future endorsements for a specific duration.
This action is part of the Maharashtra FDA’s ongoing efforts to regulate banned tobacco products and gutka. It has reignited discussions about the ethics of celebrity endorsements for products that are marketed as alternatives to pan masala.
This isn’t the first instance of controversy surrounding celebrity endorsements of the Vimal brand. Akshay Kumar faced backlash in 2022 for appearing in a similar advertisement with Shah Rukh Khan and Ajay Devgn. Following public criticism, Kumar apologized to his fans and decided to withdraw from the endorsement.
