The Maharashtra Food and Drug Administration (FDA) has served formal show-cause notices to prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their endorsement of the Vimal Elaichi campaign. According to the regulatory body, the advertisements may constitute indirect or surrogate promotion of prohibited pan masala and tobacco-related products.

Issued by the FDA’s Greater Mumbai division, the notice highlights that using the name “Vimal Elaichi” creates a strong association with the banned Vimal Pan Masala brand. The department noted that this marketing approach could mislead consumers by indirectly advertising a restricted substance under the guise of an allowable food item. Described as a final warning, the directive points to potential violations of the Food Safety and Standards Act, 2006, and related regulations.

The regulatory authority has instructed the three leading film stars to immediately halt their participation in the campaign and remove all promotional material from their official social media handles, websites, and other digital channels under their control. Furthermore, they have been told to prevent any future broadcasting, publishing, or promotion of the advertisement in any format.

To determine the extent of due diligence, the FDA has asked the actors and their agencies to submit details of the background checks conducted before signing the campaign. The department is demanding documentation to verify whether Vimal Elaichi functions as a genuine, independent product available in the market or if it serves purely as a surrogate brand extension for pan masala. Additionally, the actors must provide copies of their endorsement agreements, campaign briefs, payment arrangements, and information regarding the advertising agencies and brand owners involved.

The actors have been given a strict 15-day window from the receipt of the notice to submit a written explanation alongside supporting documents, or to request a personal hearing either directly or through an authorized representative. The FDA warned that failure to respond within the stipulated timeline or providing an unsatisfactory explanation could invite further legal action without additional notice.

This enforcement action comes on the heels of a one-year prohibition order issued by the Maharashtra Food Safety Commissioner covering specific tobacco, nicotine, and areca-nut-based food products. Copies of the current notices have also been forwarded to the Food Safety and Standards Authority of India (FSSAI) and the Central Consumer Protection Authority for information and necessary action.