Shah Rukh Khan, Ajay Devgn and Tiger Shroff Face Maharashtra FDA Notices Over Vimal Elaichi Ad

Mumbai, August 16, 2026: Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff have received show-cause notices from the Maharashtra Food and Drug Administration (FDA) over their participation in advertisements for Vimal Elaichi.

The state regulator alleges that the campaign may constitute indirect or surrogate promotion of Vimal Pan Masala, which is prohibited in Maharashtra. The actors have been asked to explain their involvement in the campaign within 15 days. 

FDA Questions Link Between Elaichi and Pan Masala Brand

According to reports, the Maharashtra FDA examined the Vimal Elaichi advertisement and concluded that it creates a strong association with the wider Vimal brand, which is primarily associated with pan masala.

The regulator's concern centres on whether promoting Vimal Elaichi effectively keeps the identity and recall of the prohibited pan masala brand in front of consumers, potentially making it a form of surrogate advertising. 

The notices reportedly invoke provisions of the Food Safety and Standards Act, 2006, relating to misleading advertisements and promotional practices. 

Actors Asked to Respond Within 15 Days

The FDA has given Shah Rukh Khan, Ajay Devgn and Tiger Shroff 15 days to submit their explanations. Reports also say the regulator has directed them to discontinue participation in the campaign and remove related promotional material from their official social media accounts. 

The notices are show-cause proceedings and do not themselves constitute a finding that the actors have committed wrongdoing. Their responses will be considered as part of the regulatory process. 

Maharashtra's Ban on Pan Masala

The development comes after Maharashtra renewed restrictions covering gutkha, pan masala, flavoured tobacco, flavoured supari and similar products.

An order issued by the state's Commissioner of Food Safety on July 13, 2026 prohibits their manufacture, storage, distribution, transportation and sale across Maharashtra for one year on public-health grounds. 

The FDA has also been carrying out a wider enforcement campaign against banned gutkha and tobacco-related products in the state.

Growing Scrutiny of Celebrity Endorsements

Celebrity endorsements of products associated with pan masala and tobacco brands have faced increasing scrutiny in India, particularly when companies advertise mouth fresheners, cardamom or other products under branding also associated with restricted products.

The latest action puts renewed focus on surrogate advertising and the responsibilities of high-profile endorsers when promoting brands connected with products subject to public-health restrictions.

For now, Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been asked to provide their explanations to the Maharashtra FDA before the regulator determines any further action.