Mumbai Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has made it clear that being celebrities, Shah Rukh Khan, Ajay Devgn and Tiger Shroff will not be exempted from action in the case related to the advertisement of 'Vimal Elaichi'. Maharashtra FDA had issued show cause notice to these three artistes. They are accused that this campaign was actually a surrogate advertisement of 'Vimal Pan Masala', which is banned in the state.
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Legal action started against an actor
Munde said the FDA has initiated legal action against one of the artistes who did not respond to the notice within the stipulated time. Munde said, he may be a star for you but for me in this case he is just an advertiser. So I am seeing him as a law breaker and the law will take its course. That is why we have started action.
One actor did not answer
These notices were issued on August 11 and the three artistes were given 15 days to respond. According to Munde, two artistes responded to the notice, while one did not. He did not reveal their identities. He said that we have taken this action as per the law. In one case, where they have not responded, we are initiating the process of legal action and prosecution. The two actors who responded reportedly argued that the responsibility should lie with the producer.
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The plea of the actors will be heard
Munde said that their arguments will be considered during the hearing before the FDA takes further action. He said, 'We are giving them a chance to be heard. My officer, the Assistant Commissioner, who had issued the notices will be the one who will hear the matter.
Did Shahrukh not answer?
When specifically asked whether Shah Rukh Khan's team has responded, Munde said, 'Maybe they have not responded but I am not sure about it.'
Munde rejected the argument
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Munde also rejected the argument that celebrities endorsing a product cannot be held responsible as ultimately the manufacturer is responsible for it.
Delhi High had rejected the petition
The legal proceedings took a new turn on September 14, when the Delhi High Court rejected the plea of PB Agro LLP, the master licensee company of Vimal Cardamom. The company had approached the court demanding cancellation of the notice issued to Shahrukh Khan, Ajay Devgan and Tiger Shroff. Justice Swarn Kanta Sharma said that the Delhi High Court does not have the territorial jurisdiction to hear the case because the notices were issued by the Maharashtra FDA in Mumbai.