Mumbai, 16 August 2026: Maharashtra Food and Drug Administration has issued show-cause notice to Bollywood actors Shahrukh Khan, Ajay Devgan and Tiger Shroff. It is alleged that advertisements for litchi-based products actually act as a veiled promotion of the banned 'paan masala'.
These notices were sent to three actors on August 14. The notice was given to Shahrukh Khan at his Bandra residence 'Mannat', Ajay Devgan at his Juhu residence and Tiger Shroff by his company 'Tiger Shroff Productions LLP'.
Allegation of promotion of pan masala
In the FDA's opinion, the ad's presentation, dialogue, brand name, and market context raise serious questions as to whether or not this constitutes indirect promotion of a banned tobacco product. The notice clearly states that, prima facie, this advertisement promotes the brand 'Vimal', which is primarily associated with 'Paan Masala'.
The notice seeks documentary evidence from the artistes to establish whether 'Vimal Elaichi' is actually an independent marketable product, or a 'surrogate' or brand-extension promotion intended to advertise pan masala or tobacco-related products.
The order states that they have been asked to provide copies and details of their endorsement agreements, campaign briefs, product information and payment arrangements related to endorsements; Besides, information has also been sought about the advertising agency and brand owner involved in the campaign.
given 15 days time
Artists have been given time to submit written reply and supporting documents within 15 days from the date of receipt of the notice. They can also request for a personal hearing, either face to face or through an authorized representative.
The FDA has warned that if no response is received within the stipulated time, or if the response is found unsatisfactory, further action may be taken without giving any additional notice.