Vimal Elaichi Advertisement Row: Maharashtra FDA Seeks Answers From Shah Rukh Khan, Ajay Devgn and Tiger Shroff

Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff are facing questions from the Maharashtra Food and Drug Administration (FDA) over their association with a Vimal Elaichi advertisement. The department has alleged that the campaign could amount to surrogate advertising for Vimal Pan Masala, a product prohibited in Maharashtra. The three actors have been given 15 days to submit their written responses. They have also been asked to provide supporting documents and appear before the authorities either personally or through an authorised representative. ## What Has the FDA Asked the Actors to Do? The notice issued by the Maharashtra FDA lists several directions for the actors. The department has asked Shah Rukh Khan, Ajay Devgn and Tiger Shroff to immediately stop participating in or endorsing advertisements connected with Vimal Pan Masala or Vimal Elaichi. They have also been directed to remove related promotional material from their social media accounts. The FDA has further instructed them not to assist in the future broadcasting, publication, distribution or promotion of the advertisement through any medium. ## Details of Contracts and Payments Sought As part of its inquiry, the FDA wants the actors to submit information related to their endorsement arrangements. This includes copies of contracts or agreements, campaign briefs, product-related documents and details of payments or other commercial arrangements. The notice also seeks information about the advertising agency and brand owner involved in the campaign. The actors have been asked to explain what due diligence they, along with their representatives, carried out before agreeing to appear in the advertisement. The FDA has also sought details of television channels, websites, social media platforms and other media outlets where the advertisement was distributed, along with the period during which the campaign was available. ## FDA Questions Whether Elaichi Is a Genuine Standalone Product One of the key issues raised by the authorities is whether Vimal Elaichi is genuinely marketed as an independent product or whether its branding and promotion are being used to indirectly advertise Vimal Pan Masala and tobacco-related products. The actors have therefore been asked to provide documentary evidence regarding the availability and independent marketing of Vimal Elaichi. The FDA has also referred to provisions of the Consumer Protection Act and related advertising guidelines while examining whether the campaign could constitute misleading or deceptive promotion. ## Possible Legal Consequences The notice refers to provisions of the Food Safety and Standards Act, 2006, including Section 24, which deals with misleading food advertisements, and Section 53, which provides for penalties in cases involving misleading advertisements. It also cites Section 21 of the Consumer Protection Act, 2019. Under this provision, authorities can order the discontinuation or modification of misleading advertisements and impose financial penalties on endorsers in applicable cases. The notice states that an endorser may face a penalty of up to ₹10 lakh for a violation, with the possibility of higher penalties for subsequent violations. Restrictions on endorsing products or services may also be imposed for a specified period in cases covered by the law. ## Actors Asked to Explain Their Position The Maharashtra FDA has ultimately sought a written explanation from Shah Rukh Khan, Ajay Devgn and Tiger Shroff on why legal proceedings should not be initiated against them over the alleged violations. The response submitted by the actors, along with the documents requested by the department, is expected to play an important role in determining the next course of action. At the centre of the dispute is the question of whether the Vimal Elaichi campaign represents a legitimate advertisement for an independent product or functions as a form of indirect promotion for Vimal Pan Masala.