The Maharashtra Meals and Drug Administration (FDA) has issued a show-cause discover to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their commercial for Vimal Elaichi, claiming it prima facie quantities to “oblique or surrogate” promotion of prohibited pan masala and tobacco-related merchandise.
Using the expression “Vimal Elaichi” within the commercial appeared to create an affiliation with the Vimal Pan Masala model and will mislead shoppers whereas not directly selling the prohibited product, FDA stated.
The difficulty was notably severe as a result of the commercial used the identical model id related to Vimal Pan Masala, the FDA’s Higher Mumbai division stated within the discover issued on August 11, which described the three actors as model endorsers and sought their response inside 15 days.
Terming the discover a “remaining warning”, it stated the commercial appeared prima facie to be a deceptive commercial referring to meals and opposite to the provisions of the Meals Security and Requirements Act, 2006 and the rules framed beneath it.
It additionally flagged potential violations regarding surrogate or oblique promoting beneath different legal guidelines and pointers.
The FDA has directed the actors to right away discontinue their participation in and endorsement of the Vimal Pan Masala/Elaichi commercial and take away the promotional content material from their official social media handles, web sites and different digital platforms beneath their management.
It additionally directed them to not present any additional cooperation or help within the broadcasting, publication, dissemination or promotion of the commercial in any kind. The discover additional asks the actors to furnish particulars of the due diligence undertaken by them or their companies earlier than collaborating within the marketing campaign.
Shah Rukh Khan and Ajay Devgn in Vimal Elaichi commercial. (youtube: Vimal Elaichi)
The motion follows the FDA’s examination of an commercial for Vimal Elaichi, which it stated was being disseminated via tv channels, digital, social media platforms and different promotional media.
In response to the discover, the Vimal model is prominently related to pan masala in Maharashtra, the place pan masala containing prohibited substances is banned.
Documentary proof sought
The discover requested the actors to supply documentary proof to point out whether or not Vimal Elaichi is an unbiased product really obtainable on the market available in the market or whether or not it constitutes a surrogate or brand-extension communication supposed to advertise Vimal pan masala or tobacco-related merchandise.
They’ve additionally been requested to furnish copies and particulars of their endorsement agreements, marketing campaign briefs, product data, fee or endorsement preparations, in addition to particulars of the promoting company and model proprietor concerned within the marketing campaign, stated the order.
The FDA has sought particulars of all TV channels, digital and social media platforms and different media on which the commercial was broadcast or printed with the actors’ participation, together with the interval of such dissemination. The discover additionally seeks disclosure of any materials connection between the endorsers and the advertiser or model proprietor.
The actors have been given 15 days from the date of receipt of the discover to submit written explanations and supporting paperwork. They will additionally search a private listening to, both in particular person or via an authorised consultant.
The FDA warned that if no clarification is acquired throughout the stipulated interval, or if the reason is discovered unsatisfactory, additional motion could also be initiated with none additional discover.
The discover comes towards the backdrop of a prohibition order dated July 13, issued by the Maharashtra Meals Security Commissioner beneath Part 30(2)(a) of the Meals Security and Requirements Act. The order stays in power for one 12 months and covers specified tobacco, nicotine and areca-nut-based prohibited meals merchandise.
The FDA stated the Vimal model was prominently related to pan masala available in the market and that enforcement motion was being taken towards the manufacture, storage, transportation, distribution and sale of prohibited pan masala merchandise within the State.
The division has additionally submitted copies of the discover to the Chief Govt Officer of the Meals Security and Requirements Authority of India (FSSAI) and the Central Client Safety Authority for data and applicable motion.
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It additionally refers back to the Meals Security and Requirements (Promoting and Claims) Rules, 2018, together with provisions requiring claims to be truthful, unambiguous and never deceptive, and Regulation 15 regarding discontinuation and corrective commercials.
Below Part 21 of the Client Safety Act, the Central Client Safety Authority can direct discontinuation or modification of a deceptive commercial, impose penalties on endorsers and, in specified circumstances, prohibit an endorser from endorsing services or products for a prescribed interval.
The Maharashtra FDA, beneath Commissioner Tukaram Mundhe, has been conducting widespread inspections of meals shops and merchandise to test security, hygiene, and associated points.
Printed – August 16, 2026 12:35 pm IST
