The ongoing regulatory scrutiny surrounding the Vimal Elaichi advertising campaign involving Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff has progressed to its next phase. Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe confirmed that all three actors have formally submitted their responses to the show-cause notices issued against them. Additionally, Mundhe noted that two of the actors requested personal hearings, both of which were concluded recently. The regulatory authority is now actively proceeding with further legal and procedural evaluations based on these developments.
The controversy stems from show-cause notices issued by the Maharashtra FDA in August 2026 regarding a commercial released in 2024. The core of the FDA’s intervention revolves around concerns regarding potential surrogate advertising. While Vimal Elaichi is marketed as a cardamom mouth freshener, the FDA highlighted that the umbrella brand “Vimal” is overwhelmingly identified with pan masala a category subject to strict regulatory prohibitions regarding manufacture, distribution, storage, and sale within the state of Maharashtra. Authorities contend that the branding, presentation, and promotional style of the mouth freshener effectively create an indirect link to the prohibited pan masala products, potentially misleading consumers.
Issued on August 11, the original notices granted the actors a 15-day deadline to submit comprehensive explanations. Beyond requiring written responses, the FDA directed the celebrities to immediately cease their participation in the campaign and remove all related promotional material across their personal social media platforms and other media channels.
Furthermore, the FDA requested specific disclosures from the actors regarding their endorsement agreements, including details about compensation structure and the extent of due diligence performed prior to signing the brand partnership. The regulator sought clear evidence on whether Vimal Elaichi operates as a genuinely independent product line or functions primarily as a promotional bridge for the core pan masala brand. Commissioner Mundhe reiterated that the FDA’s measures remain strictly anchored in existing food safety laws and advertising rules designed to curb indirect endorsements of banned substances.
