Maharashtra FDA Issues Notices To SRK And Ajay Devgn Over Vimal Ad

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood superstars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their appearance in a 2024 advertisement for Vimal Elaichi. FDA Commissioner Tukaram Mundhe issued the nine-page notice, alleging that the campaign could amount to surrogate or indirect promotion of pan masala. While the advertisement specifically markets a cardamom-based mouth freshener, the authority argues that the branding is inextricably linked to Vimal's tobacco-related products, which are prohibited in the state of Maharashtra.

At the heart of the controversy is the concept of surrogate advertising, where a legal product is used to keep a restricted brand visible to consumers. The FDA's notice states that the "VIMAL Elaichi" branding may mislead the public by reinforcing the identity of a prohibited product. The regulator has sought detailed information from the actors, including copies of their endorsement agreements, campaign briefs, and evidence of the due diligence they conducted before signing on. The actors have been directed to discontinue their participation and remove promotional material from their social media accounts within 15 days.

The notice cites provisions from the Guidelines for Prevention of Misleading Advertisements and Endorsements, 2022. If found in violation, the actors could face financial penalties ranging from ₹10 lakh to ₹50 lakh. Furthermore, they could be restricted from endorsing any products for a period of up to three years. This development signals a stricter stance by Maharashtra authorities on celebrity endorsements of products associated with restricted brands. The outcome of this case could set a significant precedent for how brand families are marketed in India, impacting both the advertising industry and celebrity brand portfolios.