Bollywood stars Ajay Devgn and Tiger Shroff have formally submitted their written responses to the Maharashtra Food and Drug Administration (FDA) regarding show-cause notices issued over their appearance in a Vimal Elaichi promotional campaign. Fellow endorser Shah Rukh Khan, who was also served legal notices alongside Devgn and Shroff, has not yet filed his reply with the state regulator as the investigation into potential surrogate advertising continues.
The regulatory scrutiny centers on whether advertising an elaichi (cardamom) variant under the Vimal brand name functions as an indirect or surrogate promotion for Vimal Pan Masala. The core product manufactured by the brand was formally banned across Maharashtra under a comprehensive prohibition order issued on July 13, 2026, by the Commissioner of Food Safety, exercising statutory powers under Section 30(2)(a) of the Food Safety and Standards (FSS) Act of 2006.
Regulatory Scrutiny Over Surrogate Advertising Practices
The Maharashtra FDA launched its inquiry after examining the commercial campaign featuring the three prominent actors, concluding that it prima facie promotes the restricted brand name. According to the regulatory notices distributed in August, the pervasive visibility of the Vimal label on auxiliary products creates an implicit commercial bridge to prohibited pan masala goods. State authorities have maintained a strict regulatory posture against items that bypass direct manufacturing bans through brand stretching and surrogate marketing tactics.
Under the state prohibition order, the manufacture, storage, transportation, distribution, and sale of pan masala remain strictly banned across Maharashtra for a full one-year term. The current legal confrontation highlights ongoing regulatory efforts to crack down on loopholes where companies utilize surrogate branding for restricted consumable items, placing high-profile celebrity endorsers directly in the regulatory crosshairs.
Delivery of Notices Across Mumbai Establishments
The show-cause notices were served by state officials to distinct commercial and residential addresses associated with each actor across Mumbai. Ajay Devgn received his official regulatory document at his Juhu residential property, while Shah Rukh Khan was served at his iconic Bandra residence, Mannat. Meanwhile, Tiger Shroff's notice was formally delivered through the corporate offices of Tiger Shroff Productions LLP.
Despite the widespread public discussion triggered by the regulatory action, none of the three actors have issued direct public statements addressing the show-cause notices. Legal representatives for Devgn and Shroff have maintained discretion regarding the specific legal arguments and defenses presented within their submitted replies, citing ongoing administrative and legal considerations.
Pending Responses and Next Regulatory Steps
With Ajay Devgn and Tiger Shroff having met the initial administrative requirements by submitting their respective explanations, attention has shifted entirely to Shah Rukh Khan's pending response. Regulatory officials have indicated that comprehensive reviews of all submitted defenses will occur collectively once the final reply is formally logged by the state agency.
Legal analysts note that the Maharashtra FDA's next course of action will depend heavily on whether the actors' defenses satisfy statutory interpretations concerning brand promotion and surrogate marketing prohibitions. The outcome of this inquiry could establish a significant regulatory benchmark for celebrity endorsement contracts within the Indian entertainment sector, particularly regarding umbrella branding strategies for restricted consumer goods.
