The situation involving Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding a Vimal Elaichi advertisement has intensified. Recently, Tukaram Mundhe, the Commissioner of the Maharashtra Food and Drug Administration (FDA), announced that the agency has received responses from all three actors in response to the notices they were issued.
Mundhe shared that two of the actors had requested hearings, which have now concluded. The FDA is moving forward with its investigation. “We have received responses from all three actors. Two of them requested hearings, and those were completed yesterday. We are now proceeding with the next steps,” Mundhe stated.
In August 2026, the FDA issued show-cause notices to the trio related to their participation in the Vimal Elaichi advertisement that was launched in 2024. The authorities expressed concerns that the ad could be seen as a method of surrogate advertising for Vimal Pan Masala, a product mainly associated with the brand. They claimed the advertisement blurs the line between Vimal Elaichi, promoted as a mouth freshener, and the banned pan masala product.
The notices, sent on August 11, required the actors to respond within 15 days. They were also instructed to halt their involvement in the advertising campaign and remove related content from their social media and other platforms.
The FDA wanted clarity on the actors’ roles in the advertisement, including details of their endorsement contracts and any precautions taken prior to their involvement in the campaign. The agency questioned whether Vimal Elaichi was a standalone product or if its branding correlated with the prohibited Vimal Pan Masala.
With its action taken in accordance with food safety and advertising regulations, the FDA highlighted its stance that the advertising raises potential issues surrounding the indirect promotion of a banned product.
The developments in this case reflect the ongoing scrutiny of celebrity endorsements, particularly in advertising related to products under regulatory restrictions.
