Vimal Advertisement Case: The sword of legal action has hung on the big stars of Bollywood. Maharashtra FDA has issued show cause notice to Shahrukh Khan, Ajay Devgan and Tiger Shroff for alleged indirect promotion of banned pan masala product through advertisements of ‘Vimal Elaichi’. The FDA has directed the three actors to immediately stop their participation in the concerned advertising campaign and remove the related promotional material from their official social media handles and websites.
In the notice, the FDA has asked the artistes for complete copies of relevant documents including the endorsement contract with ‘Vimal’, campaign brief, details of honorarium and proof of conducting due diligence before advertising.
Explanation will have to be given within 15 days
The three actors have been directed to give a written explanation within 15 days. FDA has warned that if satisfactory answers are not received, further legal action can be taken under relevant laws. In case of misleading advertisements, a fine ranging from Rs 10 lakh to Rs 50 lakh can be imposed under consumer protection laws. Apart from this, the celebrity concerned can also be banned from advertising any product for three years under certain circumstances. After this action of Maharashtra FDA, the role of Bollywood stars in ‘surrogate’ or indirect pan masala advertisements has once again come under question.
What does the notice say?
It has been said in the notice that after examining the advertisement, prima facie it appears that the advertisement promotes the Vimal brand. The brand is primarily associated with pan masala, a product whose manufacture, storage, transportation, distribution and sale is banned in the state of Maharashtra for one year. This ban is effective from the date specified in the prohibition order dated July 13, 2026 by the Food Safety Commissioner of Maharashtra State under Section 30(2)(a) of the FSS Act, 2006.
Additionally, the FDA says the ad’s presentation, dialogue, product name and market context raise a ‘serious question’ as to whether it constitutes indirect or surrogate promotion of a banned tobacco product, with all three actors acting as brand endorsers.