SRK, Ajay Devgn, Tiger Shroff FDA Probe Over Vimal Elaichi Ad

All three stars have answered Maharashtra’s show‑cause notices, two asked for hearings, and the regulator says the ad skirts pan masala bans.

Maharashtra’s food regulator has moved a step further in its case against the Vimal Elaichi advertisement that features Shah Rukh Khan, Ajay Devgn and Tiger Shroff. The three actors have now submitted written replies to the show‑cause notices that the FDA issued in August. Two of the stars also asked for a personal hearing, and those sessions were wrapped up on Monday, Commissioner Tukaram Mundhe said.

Regulatory backdrop

The FDA’s notice alleges that the ad functions as a surrogate promotion for Vimal Pan Masala, a product that the state bans under its anti‑tobacco rules. Under the Food Safety and Standards Act, Section 24 deals with misleading ads, while Section 53 allows a penalty of up to ten lakh rupees for anyone involved in a false food‑related claim. The regulator stressed that fame does not grant immunity – anyone who puts a product in front of the camera must do due diligence.

The department first sent the notices on August 11, asking the celebrities to explain their role and produce any supporting paperwork. At the time, the FDA warned that one of the three had not replied, and it had already started adjudication and possible prosecution against that individual. The Delhi High Court later refused to hear a challenge to the notices, directing the matter to Maharashtra’s courts.

What the actors have done

According to Commissioner Mundhe, all three stars have now answered the regulator’s queries. He declined to name which two requested hearings, saying only that “those who wanted it” appeared before the panel. The hearings concluded yesterday, and the department will now decide on the next steps.

Mundhe also reminded the industry that endorsers share responsibility for any claim made about a product. He said the FDA will not let celebrity clout shield anyone from the law’s reach. No further details about any fines or penalties have been disclosed, but the reference to Section 53 suggests a monetary sanction could be on the table.

And the story isn’t over. The FDA said it will now move forward with the matter, implying that a formal order or penalty could be issued in the coming weeks. The three actors’ legal teams have not commented publicly, and no court filings have been seen yet.

So what does this mean for the ad itself? Vimal Elaichi remains on television and digital platforms while the case proceeds. If the regulator concludes that the spot breaches the surrogate‑advertising rule, the brand may have to pull the commercial or face a fine.

The episode adds another chapter to the growing scrutiny of celebrity endorsements in India. From tobacco to alcohol and now pan masala, regulators are tightening the net around any product that skirts health‑related bans. Fans of the three stars will be watching closely, as any penalty could set a precedent for future brand‑celebrity deals.

The next milestone will be the FDA’s final order, expected to be announced later this month. Until then, the three actors remain in the cross‑hairs of a state agency that says fame does not equal exemption.