The Maharashtra FDA has issued a show-cause notice to three actors for endorsing Vimal Elaichi, alleging surrogate advertising for banned pan masala. The actors have 15 days to respond, stop campaigning, and pull down digital promotional materials.
The Maharashtra Food and Drug Administration (FDA), led by Food Safety Commissioner Tukaram Mundhe, has issued a nine page show-cause notice to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff for endorsing "Vimal Elaichi". The regulatory body stated that the campaign prima facie amounts to surrogate and indirect advertising for Vimal Pan Masala, a product strictly prohibited in the state.
FDA Issues Notice to Actors Over Vimal Elaichi Ad (Source: Youtube)
The notice was issued on August 11, 2026 directs the actors to immediately discontinue their participation in the campaign and remove all promotional material from their official social media handles and digital platforms. The actors have been given 15 days from the date of receipt to submit written explanations along with supporting documents, or to seek a personal hearing either in person or through an authorized representative.
Highlighting that the promotion creates a direct brand association with banned pan masala and could mislead consumers, the FDA termed the communication a "final warning". The notice stated that
Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the Vimal brand, which is mainly associated with Pan Masala, a product prohibited for manufacture, storage, transportation, distribution, and sale in the State of Maharashtra for a period of one year, with effect from the date specified in the Prohibition Order dated the 13th July, 2026, issued by the Commissioner of Food Safety, Maharashtra State, under Section 30(2)(a) of the FSS Act, 2006.
The regulator invoked Section 24 which restricts misleading and deceptive advertisements. Further, Section 53 has also been added which prescribes a penalty of up to ₹10 lakh for publishing misleading food advertisements. The two sections are a part of the Food Safety and Standards (FSS) Act, 2006 and FSS (Advertising and Claims) Regulations, 2018 respectively.
Read more about the Show Cause Notice here.
While the three actors are yet to answer the notice few prominent actors have addressed such advertisements before.
FDA Issues Notice to Actors Over Vimal Elaichi Ad (Source: Youtube)
Following intense public backlash after appearing alongside Shah Rukh Khan and Ajay Devgn in a Vimal Elaichi commercial, Kumar publicly stepped down. He had had apologised to his fans and well wishers on X in 2022.
Also Read: One Dream, One Exam, Yet So Many Lives
Explore our upcoming features, author interviews, and deep-dives into new policy reforms.