'Explain Vimal ad in 15 days': Shah Rukh Khan, Ajay Devgn, Tiger Shroff get FDA notice

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a Vimal Elaichi advertisement, alleging that the campaign indirectly promotes pan masala, which is prohibited in the state.

The actors were directed to stop participating in the campaign and remove promotional material linked to the advertisement from their official social media accounts.

FDA questions Vimal Elaichi branding

The notice was issued on August 11 by Maharashtra food safety chief Tukaram Mundhe. It concerns an advertisement released in 2024 featuring the three actors promoting Vimal Elaichi.

"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," Mundhe said in the nine-page notice accessed by NDTV.

The official said the use of the name "VIMAL Elaichi" appeared to connect the product with the Vimal Pan Masala brand.

The notice said the branding "may mislead consumers" and "indirectly promote" the identity of a prohibited product.

Actors asked to submit endorsement details

Mundhe also sought documents related to the endorsement, including copies of agreements with the actors, campaign briefs, payment arrangements and evidence of due diligence.

"If the use of the “VIMAL” brand under the name of Elaichi or a similar product is intended to maintain, reinforce or enhance the brand identity and consumer attraction associated with Pan Masala/tobacco related products, such communication may not merely constitute an advertisement for an independent product, but may amount to indirect or surrogate promotion of a prohibited/restricted product," he said.

The notice gives the actors 15 days to explain their position.

Penalties possible under consumer protection laws

The FDA notice also refers to provisions under consumer protection laws concerning misleading endorsements. Penalties can range from Rs 10 lakh to Rs 50 lakh, while endorsers may also face restrictions on promoting products for up to three years.

Mundhe has previously taken action against the manufacture and sale of banned tobacco products, including gutka.

Akshay Kumar had apologised over Vimal ad

The controversy is not the first involving Vimal's celebrity endorsements. In 2022, Akshay Kumar apologised after appearing alongside Shah Rukh Khan and Ajay Devgn in a Vimal Elaichi advertisement.

"I would like to apologise to you, all my fans and well-wishers. Your reaction over the past few days has deeply affected me. While I have not and will not endorse tobacco, I respect the outpouring of your feelings in light of my association with Vimal Elaichi. With all humility, I step back," Kumar had posted on X.

"I have decided to contribute the entire endorsement fee towards a worthy cause. The brand might continue airing the ads till the legal duration of the contract that is binding upon me, but I promise to be extremely mindful in making my future choices. In return, I shall forever continue to ask for your love and wishes," he added.