All three stars have filed replies, two requested hearings and the Maharashtra regulator is now moving ahead with its probe into the ad.
Maharashtra’s food‑safety watchdog has confirmed that Shah Rukh Khan, Ajay Devgn and Tiger Shroff have each submitted a response to the show‑cause notices it issued in August over their Vimal Elaichi spot.
The regulator’s commissioner, Tukaram Mundhe, told reporters that two of the actors asked for a hearing and that those hearings wrapped up yesterday. The agency is now proceeding with the next phase of its enquiry.
What the FDA is probing
The ad in question debuted in 2024 and promotes Vimal Elaichi, a cardamom‑flavoured mouth freshener. The FDA argues that the campaign blurs the line between the freshener and Vimal’s flagship pan‑masala range, which remains banned in the state. By using the same brand name and a visual style reminiscent of the pan‑masala packaging, the regulator says the spot could be read as indirect promotion of a prohibited product.
When the notices landed on August 11, the three actors were given 15 days to explain why they had agreed to appear in the commercial, to hand over contract details and to prove any due‑diligence they performed before signing on. The notices also instructed them to pull down any related posts from their social feeds.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff each filed a written reply within the stipulated window. Two of them – the agency did not disclose who – opted to appear before the commission, a move that led to the two hearings Mundhe referenced. Those sessions concluded without a public verdict, but the commissioner made it clear the matter is far from closed.
The FDA’s stance rests on the state’s food‑safety and advertising rules, which forbid any form of surrogate advertising for banned items. By invoking the same “Vimal” label, the regulator says the freshener ad risks creating a mental link that could entice consumers toward the illegal pan‑masala product.
Industry observers note that celebrity endorsements have long been a gray area for Indian regulators. The current case could set a precedent, especially as brands increasingly launch spin‑off lines under a common brand umbrella.
For the actors, the fallout is largely reputational at this stage. No legal penalties have been announced, and the commission has not indicated any immediate fines. What remains to be seen is whether the FDA will demand the removal of the ad from all platforms or impose stricter sanctions on the production house behind the spot.
The next step, according to Mundhe, is a detailed review of the submitted documents. The commission plans to issue a final order within the next few weeks, which could include a directive to cease all Vimal Elaichi promotions in Maharashtra.
Fans of the three stars will be watching closely, while advertisers are likely to reassess how they structure brand extensions in a market where regulatory scrutiny is tightening.
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