SRK, Ajay Devgn, Tiger Shroff Get FDA Notice Over Elaichi Ad

Bollywood is once again caught in the middle of a controversy that has nothing to do with box office numbers or film releases. This time it is about an advertisement, one that most of us have probably seen on television at some point without giving it a second thought. Shah Rukh Khan, Ajay Devgn and Tiger Shroff, three of the biggest names in Indian cinema, have all received show cause notices from the Maharashtra Food and Drug Administration over their appearance in an ad for Vimal Elaichi. If you are wondering why a simple cardamom product endorsement has landed three superstars in regulatory trouble, this piece breaks down exactly what happened, why it matters, and what could come next.

What the notice actually says

The Maharashtra FDA sent a nine page notice on August 11 to all three actors, with Food Safety Commissioner Tukaram Mundhe signing off on the action. The notices were delivered to each actor separately. Devgn received his at his Juhu residence, Khan at his Bandra home Mannat, and Shroff through his production house, Tiger Shroff Productions LLP.

The core issue here is what is known as surrogate advertising. Vimal Elaichi is marketed as a cardamom product, but the FDA believes the branding, presentation and overall market association of the product create an indirect link to Vimal Pan Masala, which contains ingredients that fall under scrutiny in Maharashtra. The state currently has an order in place, dated July 13, 2026, banning the manufacture, storage, transport, distribution and sale of the pan masala product for one year (Karnataka Has Also Banned Pan Masala, Tobacco, and other similar products). According to the regulator, the elaichi ad ends up promoting the banned product by association, even though pan masala itself is never directly mentioned or shown in the commercial.

The notice cites Section 24 of the Food Safety and Standards Act, 2006, which deals with restrictions on advertising that could mislead consumers, along with Section 53, which allows for a penalty of up to ten lakh rupees for individuals found participating in such misleading endorsements. The actors have been directed to stop appearing in the campaign immediately and to take down any related promotional content from their personal social media accounts.

Why this ad has become a problem now

The advertisement in question actually dates back to 2024, when all three actors appeared together in the campaign. So the natural question is why action is being taken now, roughly two years later. The answer lies in the broader enforcement push currently underway in Maharashtra. The state FDA has been running an aggressive crackdown on gutkha and pan masala products that contain tobacco or nicotine, and this campaign against celebrity endorsements appears to be part of that larger drive. Officials have reportedly seized banned products worth over fifteen crore rupees during recent raids, and going after high profile brand ambassadors seems to be the next step in tightening the net.

This is also not the first time Vimal Elaichi has faced scrutiny of this kind. Back in 2018, the Directorate General of Health Services had issued similar notices to Vishnu Pouch Packaging Private Limited, the company behind the Vimal brand, alleging that its advertising indirectly promoted tobacco products under the Cigarettes and Other Tobacco Products Act. That case eventually made its way to the Delhi High Court, which in January 2024 dismissed the government’s appeal against earlier orders that had put a stay on those notices. The difference this time is that the action is being directed at the actors themselves rather than just the company.

The bigger picture with celebrity endorsements

This episode has reignited an old debate in India about the responsibility celebrities carry when they sign endorsement deals. Shah Rukh Khan, Ajay Devgn and several other big names, including Akshay Kumar and Ranveer Singh in the past, have faced criticism over the years for lending their star power to pan masala and related products. Even veteran actor Amitabh Bachchan had to step back from a similar brand years ago after facing public backlash, later saying he had not fully realised the surrogate advertising angle at the time.

Critics argue that celebrities cannot simply claim ignorance when they put their face and name behind a product that millions of fans trust. Supporters of the actors, on the other hand, point out that the products being advertised are technically legal cardamom or mouth freshener items, and that the actors are not the ones deciding how a company structures its brand identity. Whichever side one takes, the controversy highlights just how blurred the line has become between a genuine product and a surrogate marketing tool designed to skirt advertising restrictions on tobacco linked items.

What happens next

For now, the three actors are expected to respond to the FDA with their explanations regarding their involvement in the campaign. It remains to be seen whether they will contest the notice, comply by pulling down the content, or issue a public statement addressing the matter. Given the scale of scrutiny already surrounding pan masala advertising in Maharashtra, this case is likely to be watched closely by other celebrities who currently endorse similar products, since the outcome could set a precedent for how strictly surrogate advertising rules get enforced going forward.

Frequently asked questions

What is the FDA notice against Shah Rukh Khan, Ajay Devgn and Tiger Shroff about?

The Maharashtra Food and Drug Administration has issued show cause notices to the three actors for appearing in an advertisement for Vimal Elaichi, alleging that the ad indirectly promotes Vimal Pan Masala, a product currently banned in the state.

When was the ad in question released?

The advertisement featuring all three actors together was released in 2024, though the notice was only issued in August 2026 as part of a wider enforcement drive.

What is surrogate advertising?

Surrogate advertising refers to promoting a restricted or banned product indirectly through a related product that shares the same brand name, packaging style or overall identity, without directly showing or naming the restricted item.

What penalty do the actors face?

Under Section 53 of the Food Safety and Standards Act, individuals found guilty of participating in misleading brand promotions can face a penalty of up to ten lakh rupees.

Has any action been taken against the company that owns Vimal Elaichi?

The company behind the brand, Vishnu Pouch Packaging Private Limited, has faced regulatory scrutiny in the past, including a 2018 case before the Directorate General of Health Services that eventually reached the Delhi High Court.

Have the actors responded to the notice?

As of now, none of the three actors have issued an official public statement regarding the notice.

Disclaimer

This article is based on information available from news reports and official statements as of the date of publication. The situation is developing and details may change as the actors respond and as the Maharashtra FDA proceeds with its investigation. This piece is intended for general informational purposes only and should not be treated as legal advice or as a final or authoritative account of the matter. Readers are encouraged to follow official sources and verified news outlets for the latest updates on this case.

Prashant

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