Shah Rukh Khan, Ajay Devgn and Tiger Shroff have submitted their responses to Maharashtra Food and Drug Administration notices concerning the Vimal Elaichi advertisement. The regulator is continuing its examination of allegations that the campaign indirectly promotes a prohibited pan masala product.

Maharashtra FDA Commissioner Tukaram Mundhe confirmed that replies had been received from all three Bollywood actors. Two actors requested hearings, which have also been completed. The report did not identify which two sought hearings. The development marks the next stage of the proceedings, with the FDA yet to announce a final decision. The notices and hearings do not establish that the actors have been found guilty of any violation.

FDA Questions Vimal Elaichi Advertising Campaign

The regulator’s concern centres on whether the elaichi advertisement functions as surrogate advertising for Vimal Pan Masala. Surrogate advertising involves promoting another product in a way that maintains visibility or recognition for a brand associated with a restricted product. The FDA alleged that the campaign appeared to promote the wider Vimal brand and sought explanations about the actors’ responsibilities as endorsers. It also requested supporting documents, including endorsement contracts, campaign briefs, payment details and evidence of due diligence.

According to the report, the notices initially allowed 15 days for written replies. They also directed the actors to stop participating in the campaign and remove related promotional material from their official social media accounts. The report said the FDA cited provisions concerning misleading food advertisements, including Section 24 and Section 53 of the Food Safety and Standards Act, 2006. The authority’s position is that endorsers cannot automatically avoid responsibility by attributing the campaign entirely to a manufacturer or advertising agency.

Hearings Completed, Final Decision Awaited

With the responses submitted and both requested hearings concluded, the FDA is moving forward with its assessment. No final penalty or finding against Khan, Devgn or Shroff has been announced in the supplied report. The proceedings have renewed attention on celebrity endorsements and the checks actors undertake before promoting a product. Ajay Devgn has previously maintained that his Vimal endorsement concerned elaichi rather than pan masala.

The brand’s celebrity campaigns have faced public scrutiny before. Akshay Kumar announced in 2022 that he would step away from the endorsement following criticism and said he would donate his endorsement fee to a cause. Tiger Shroff later became part of the campaign. For now, the central question remains whether the Vimal Elaichi advertisement amounts to indirect promotion of a prohibited product, as alleged by the Maharashtra FDA. The regulator’s final decision will determine the outcome of the current proceedings.