Vimal Elaichi Ad Row: SRK, Ajay Devgn and Tiger Shroff React to FDA Notice

Shah Rukh Khan, Ajay Devgn and Tiger Shroff have responded to Maharashtra FDA notices. The notices concern their appearance in a Vimal Elaichi advertisement campaign. Maharashtra FDA Commissioner Tukaram Mundhe confirmed the development recently. He said all three actors submitted their responses to the regulator. Two actors also requested personal hearings before the authority. The FDA completed both hearings and will continue examining the matter. The regulator had earlier sought explanations from the three celebrities. It also requested documents linked to their endorsement agreements. The documents include contracts, campaign details and remuneration information. The authority also sought evidence of due diligence from the endorsers. The FDA began its action after examining the advertisement campaign. Officials raised concerns about possible surrogate promotion through the advertisement. The regulator will now examine the responses and supporting documents. It has not announced any final decision against the actors.

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FDA Examines Vimal Advertisement

The Maharashtra FDA issued show-cause notices to the three actors. The notices followed scrutiny of their Vimal Elaichi advertisement. The regulator said the advertisement appeared to promote the Vimal brand. Officials noted the brand’s association with pan masala products. Maharashtra prohibits certain pan masala products under existing regulations. The FDA therefore raised concerns about indirect promotional activity. The authority is examining whether the campaign constitutes surrogate advertising. Such advertising can promote a restricted product through another associated product. The notices asked the actors to explain their roles in the campaign. The FDA also directed them to provide relevant supporting documents. Officials cited provisions under the Food Safety and Standards Act, 2006. Section 24 addresses misleading advertisements involving food products. Section 53 provides penalties for misleading food advertisements. The authority has maintained that endorsers also carry responsibilities. The FDA will consider the actors’ responses during further proceedings.

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Maharashtra Continues Enforcement Action

The action comes during Maharashtra FDA’s wider enforcement against banned products. Maharashtra prohibits several tobacco and nicotine-containing products across the state. The restrictions cover manufacturing, storage, transportation, distribution and sale activities. The FDA has also coordinated with police during enforcement operations. Authorities have investigated networks allegedly involved in banned product distribution. The department has examined advertising practices linked to restricted pan masala products. Officials are also studying possible surrogate advertising arrangements involving associated brands. The regulator has said its action focuses on legal compliance. It has not described the proceedings as action against celebrities personally. Commissioner Tukaram Mundhe previously highlighted responsibilities for product endorsers. He said advertising regulations can require appropriate due diligence. The notices also asked the actors to remove promotional material. The FDA requested removal of related content from official social accounts. The actors have now submitted their responses to the authority. The regulator will review those responses before taking further steps.

Ajay Devgn has remained associated with Vimal campaigns for several years. Shah Rukh Khan later joined the brand’s promotional campaigns. Tiger Shroff subsequently became another celebrity associated with the campaign. Akshay Kumar previously appeared in Vimal advertisements before leaving the association. Kumar stepped away from the endorsement following criticism in 2022. He also apologised publicly after facing backlash over the campaign. Devgn previously said he endorsed elaichi rather than pan masala. Shah Rukh Khan has also discussed questions surrounding celebrity endorsements. He previously argued that manufacturers should address harmful products. The Maharashtra FDA has now received responses from all three actors. Two actors completed hearings requested after receiving their notices. The regulator will examine the submissions and supporting documents next. Officials will also consider the advertisement during their review. The FDA has not announced a final outcome yet. The proceedings currently focus on alleged surrogate promotion concerns. Further action will depend on the regulator’s findings.

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