Bollywood superstars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff are under legal scrutiny after the Maharashtra Food and Drug Administration issued show-cause notices over their appearance in a Vimal Elaichi advertisement[reference:104][reference:105]. The regulator alleges the campaign could amount to surrogate promotion of Vimal Pan Masala, a product prohibited in the state[reference:106].
The Surrogate Advertising Question
The FDA's concern centres on whether the advertisement for the cardamom-based mouth freshener indirectly promotes the pan masala brand. The nine-page notice states that the use of the "VIMAL Elaichi" branding could create an association with Vimal Pan Masala, potentially misleading consumers[reference:107]. The distinction is crucial: while the product itself is legal, promoting an associated product under the same brand name can keep the restricted product's brand visible[reference:108].
Legal Ramifications
The notices, issued under the Food Safety and Standards Act, 2006, and related regulations, give the actors 15 days to respond[reference:109][reference:110]. FDA Commissioner Tukaram Mundhe has warned that the actors could face a fine of up to Rs 10 lakh if their responses are unsatisfactory[reference:111][reference:112]. The regulator has also cited the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022[reference:113].
Celebrity Endorsement Under Fire
The FDA has questioned the role of celebrity endorsers, seeking copies of endorsement agreements, campaign briefs, payment arrangements, and details of due diligence undertaken before participation[reference:114]. 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:115].
Broader Crackdown
The notices are part of a broader regulatory crackdown in Maharashtra. The FDA has cited a state government order issued on July 13, 2026, prohibiting the manufacture, storage, transportation, distribution, and sale of tobacco-containing products for one year[reference:116]. The enforcement drive has included inspections and seizures linked to adulterated milk, restaurant food safety, and banned tobacco-containing products[reference:117].
As of now, none of the three actors has issued an official statement regarding the notices[reference:118].