Maharashtra FDA Issues Notices to Shah Rukh Khan, Ajay Devgn, Tiger Shroff Over Vimal Ad
The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their endorsement of a 'Vimal Elaichi' advertisement in Mumbai. The regulatory authority alleged that the branding could amount to indirect or surrogate promotion of prohibited pan masala and tobacco products.
The three actors have been granted 15 days to submit written explanations along with supporting documents detailing their association with the advertisement and the due diligence undertaken prior to endorsing the product. The FDA has also directed them to immediately halt participation in the campaign and remove all related promotional material from their official social media handles, websites, and other digital platforms under their control.
Through the notices, the FDA has sought copies of endorsement agreements, campaign briefs, product details, payment records, and information regarding the advertising agency and brand owner involved in the campaign. The actors have also been asked to disclose the television channels, social media platforms, and digital platforms where the advertisements were broadcast or published, as well as the overall duration of the campaign.
The regulatory body questioned whether 'Vimal Elaichi' is marketed as an independent product or serves as a brand extension to promote Vimal pan masala and tobacco items. It raised concerns that the use of the 'Vimal' brand name, visual presentation, and brand identity creates an association with pan masala among consumers.
The action follows a complaint lodged approximately one-and-a-half months ago by the All Foods and Drugs License Holders Association. Abhay Pandey, president of the association, confirmed the complaint and welcomed the FDA's decision to issue notices against the actors.
The FDA clarified that the actors have not been declared guilty, noting that the notices were issued based on prima facie objections to give them an opportunity to clarify their role. If the actors fail to respond within the stipulated 15-day timeline or submit unsatisfactory explanations, the FDA may initiate further legal action under the Food Safety and Standards Act, 2006, and its associated rules.
Managers representing Shah Rukh Khan and Ajay Devgn did not respond to calls and messages seeking comment on the notices, while a response from Tiger Shroff's team was also awaited.
