Mumbai:
The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their 2024 advertisement for “Vimal Elaichi,” alleging that the campaign could amount to indirect or surrogate promotion of pan masala and tobacco-related products, which are prohibited in the state.
What the FDA Alleges
The nine-page notice, issued by Maharashtra FDA Commissioner Tukaram Mundhe on August 11, states that the use of the “VIMAL Elaichi” branding could create an association with Vimal Pan Masala in consumers’ minds, potentially misleading them while indirectly promoting a prohibited product. The FDA has questioned whether Vimal Elaichi is an independently marketed cardamom-based mouth freshener or a brand extension being used to keep the Vimal pan masala identity visible to the public.
What the Actors Have Been Asked to Do
The FDA has directed the three actors to immediately discontinue their participation in the advertisement, remove all related promotional content from their official social media accounts, websites, and other digital platforms, and refrain from providing any further cooperation in broadcasting or disseminating the campaign in any form. They have been given 15 days to submit written replies, along with documents explaining their association with the advertisement and the due diligence they undertook before signing on for the campaign.
Actors’ Response
As of the notices being issued, managers representing Ajay Devgn and Shah Rukh Khan had not responded to requests for comment, while a response from Tiger Shroff’s team was also awaited.
Background: Maharashtra’s Pan Masala Ban
Maharashtra has prohibited gutka and pan masala containing tobacco or nicotine since 2012 under the Food Safety and Standards Act, with the ban renewed annually; the latest prohibition order was issued by the state food safety commissioner on July 13. The FDA said it had received a complaint about the advertisement, prompting the review. The action comes amid a broader push by the Maharashtra FDA to step up food safety enforcement, including checks on adulterated milk, junk food sold near schools, and banned gutka products.
What Happens Next
If the actors fail to respond within the stipulated 15 days, or if their explanations are found unsatisfactory, the FDA may initiate further action under the Food Safety and Standards Act, 2006, and the rules framed under it.
Note: This report is based on the FDA’s show-cause notice and statements available at the time of publication. The actors’ formal responses are awaited.
