Vimal Elaichi Ad Controversy: Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Receive FDA Notices
A high-profile advertisement featuring Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff has drawn significant scrutiny from the Maharashtra Food and Drug Administration (FDA). The regulatory body issued show-cause notices to the actors over their endorsement of Vimal Elaichi, questioning whether the commercial acts as an indirect promotional tool for banned pan masala products under the same brand umbrella.
The core issue stems from surrogate advertising—a marketing strategy where a brand advertises a legal product to maintain consumer awareness for restricted or prohibited goods. Although Vimal Elaichi is sold as a cardamom-based mouth freshener, Maharashtra FDA Commissioner Tukaram Mundhe highlighted that the shared brand identity creates direct associations with Vimal Pan Masala. Under Section 5 of the Cigarettes and Other Tobacco Products Act (COTPA), 2003, both direct and indirect advertising of tobacco-related products is strictly illegal. The regulator argues that promoting the Elaichi line serves to reinforce the overall brand image of restricted tobacco products in Maharashtra.
The notices issued to the three actors require them to explain their involvement, submit details regarding their endorsement contracts, specify their compensation, and provide proof of due diligence conducted before signing on. Additionally, the FDA directed them to cease participation in the campaign and take down related promotional content from their official social media platforms. The action aligns with the Central Consumer Protection Authority’s (CCPA) 2022 Guidelines for Prevention of Misleading Advertisements, which hold celebrity endorsers accountable for ensuring their campaigns do not mislead the public.
While the show-cause notices do not constitute an immediate guilty verdict, potential consequences for non-compliance or deceptive endorsement remain severe. Under consumer protection frameworks, violations can lead to heavy financial penalties ranging from ₹10 lakh to ₹50 lakh, alongside potential bans prohibiting the actors from endorsing any products for up to three years.
Maharashtra maintains a firm stance against gutka and pan masala, supported by a 2012 Bombay High Court ruling that upheld state bans on products containing harmful additives like nicotine and magnesium carbonate under the Food Safety and Standards Act, 2006. The current proceedings against the actors mark a decisive step toward tightening oversight on celebrity endorsements and surrogate marketing practices across the country.
