Mumbai (August 16, 2026): Maharashtra’s Food and Drug Administration (FDA) has issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their association with a Vimal Elaichi advertisement. The actors have been asked to clarify their roles in promoting the brand amid concerns that the advertisement could amount to indirect promotion of a banned pan masala product.
The FDA’s action comes as Maharashtra authorities intensify their crackdown on the promotion and sale of tobacco and pan masala products. According to officials, a preliminary examination of the advertisement indicated a possible connection between the Vimal brand and products whose sale and promotion are restricted in the state.
Through the notices, the FDA has sought explanations from the three actors regarding their involvement in the advertisement and the promotion of the brand. According to available information, the notice was sent to Ajay Devgn’s residence in Juhu, Shah Rukh Khan’s residence, Mannat, in Bandra, and the address of Tiger Shroff’s production company.
The department will decide on further action after examining the responses submitted by the actors.
The FDA has stated that action can be taken under provisions of the Food Safety and Standards Act, 2006, in cases involving the promotion of prohibited food products. Maharashtra has also imposed restrictions on the manufacture, storage, distribution and sale of pan masala. Violations of the applicable regulations can attract financial penalties and other legal action.
At present, the FDA has only sought explanations from the three actors. The nature of any further action, if warranted, will depend on the responses received and the findings of the department’s ongoing examination.
The development has once again brought the spotlight on celebrity endorsements, surrogate advertising and the indirect promotion of products linked to banned tobacco and pan masala brands.
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