The Maharashtra Food and Drug Administration has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their appearance in a Vimal Elaichi advertisement[reference:23][reference:24]. The regulator alleges the campaign could amount to indirect or surrogate promotion of Vimal Pan Masala, which is prohibited in the state[reference:25][reference:26].
The Core Issue: Surrogate Advertising
The notices, issued by FDA Commissioner Tukaram Mundhe on August 11, 2026, question whether the advertisement for the cardamom-based mouth freshener actually serves to maintain, reinforce, or enhance brand identity associated with Vimal Pan Masala and tobacco-related products[reference:27][reference:28]. The nine-page show-cause notice states that the use of the "VIMAL Elaichi" branding could create an association with the prohibited pan masala product, potentially misleading consumers[reference:29].
This distinction lies at the heart of surrogate advertising regulations. While the product itself—elaichi—is legal, the concern is that promoting an associated product under the same brand name can keep the restricted product's brand visible to consumers[reference:30].
Legal Framework and Potential Penalties
The notices were issued under the Food Safety and Standards Act, 2006, and related regulations[reference:31][reference:32]. Section 5 of the Cigarettes and Other Tobacco Products Act, 2003, prohibits advertisements of cigarettes and other tobacco products, including indirect forms of advertising[reference:33]. The FDA has also cited the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022, issued by the Central Consumer Protection Authority[reference:34].
FDA Commissioner Mundhe has warned that the actors could face a fine of up to Rs 10 lakh if their responses are found unsatisfactory[reference:35][reference:36]. Further action could be taken under FSSAI Act clauses about prohibited items if the regulator remains unsatisfied[reference:37][reference:38]. The actors have been directed to discontinue their participation in the campaign, remove related promotional material from social media, and submit a written explanation within 15 days[reference:39].
Broader Regulatory Context
The notices come against a backdrop of Maharashtra's intensified crackdown on gutka and pan masala products containing tobacco or nicotine[reference:40]. The FDA has cited a Maharashtra government order issued on July 13, 2026, prohibiting the manufacture, storage, transportation, distribution, and sale of such products in the state for one year[reference:41]. The wider enforcement drive has included inspections and seizures linked to adulterated milk, restaurant food safety, and banned tobacco-containing products[reference:42].
Celebrity Accountability
The regulator has also questioned the role of celebrity endorsers, seeking copies of endorsement agreements, campaign briefs, payment arrangements, and details of due diligence undertaken before participation[reference:43]. Actor Mukesh Khanna has publicly backed the FDA's action, urging the three stars to apologise for promoting a brand associated with pan masala[reference:44]. As of now, none of the three actors has issued an official statement regarding the notices[reference:45].