Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have formally responded to show-cause notices issued by the Maharashtra Food and Drug Administration (FDA) over their appearance in a Vimal Elaichi advertisement. FDA Commissioner Tukaram Mundhe said all three actors have submitted their responses, while two of them also sought a hearing, which has been completed.
The notices concern an advertisement that the FDA alleges could amount to indirect or surrogate promotion of Vimal Pan Masala, a product prohibited in Maharashtra. The advertisement featuring the three actors was released in 2024.
Actors’ Explanation
According to reports, the actors’ legal representatives argued that their agreements were for promoting products such as mouth fresheners or elaichi and not for any prohibited tobacco product. The FDA is examining these explanations along with the content and presentation of the advertisement.
The regulator had earlier asked the actors to explain their involvement and provide supporting documents. The notices also questioned whether the branding and presentation of Vimal Elaichi created an association with Vimal Pan Masala.
FDA Reviewing the Matter
Mundhe said the FDA is now examining the responses and proceedings before deciding on further action. Maharashtra has prohibited the manufacture, storage, distribution and sale of certain pan masala and tobacco-related products under state food-safety measures.
The latest development keeps the advertisement controversy under regulatory scrutiny as the FDA considers whether the campaign violated applicable rules.