Vimal Elaichi Controversy: FDA Commissioner Confirms Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Have Responded
The controversy surrounding Bollywood superstars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their Vimal Elaichi advertisement has escalated. Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has confirmed that the actors have responded to the show-cause notices issued to them. This development follows the FDA’s concerns about the advertisement’s potential implications for surrogate advertising.
Hearing Completed for Two Actors
Mundhe revealed that two of the actors requested a hearing, which has now concluded. He stated, “Regarding those notices, responses from all three have come. Two of them had asked for a hearing. Their hearing was finished yesterday, and we are proceeding further.” The FDA is now moving forward with the case based on the information gathered during these hearings.
The controversy began when the FDA issued show-cause notices to the trio in August 2026. The notices raised concerns about the advertisement’s association with Vimal Pan Masala, a product that is prohibited in Maharashtra. The FDA’s scrutiny has intensified as they assess the implications of the advertisement on public health and safety.
Allegations of Surrogate Advertising
The Maharashtra FDA’s initial concerns stem from the advertisement’s potential to serve as surrogate advertising for Vimal Pan Masala. The FDA noted that while Vimal Elaichi is marketed as a cardamom mouth freshener, the brand is primarily linked to pan masala products. The agency argued that the advertisement creates an association between Vimal Elaichi and the prohibited pan masala, which is against the regulations in Maharashtra.
The show-cause notices were issued on August 11, 2026, giving the actors 15 days to respond. They were also instructed to cease their involvement in the campaign and remove any promotional content from their social media accounts and other platforms. The FDA’s actions are grounded in food safety and advertising regulations, emphasizing the need for compliance in celebrity endorsements.
Details Requested from the Actors
In addition to seeking explanations for their involvement in the advertisement, the FDA’s notices requested details about the actors’ endorsement contracts. The agency is particularly interested in understanding the due diligence performed before the actors associated themselves with the campaign.
Furthermore, the FDA is looking for clarification on whether Vimal Elaichi is an independent product or if its branding and presentation suggest a connection to Vimal Pan Masala. The agency’s stance is that the use of Vimal branding raises significant questions about indirect or surrogate promotion of a prohibited product. The ongoing investigation reflects the FDA’s commitment to enforcing advertising regulations and ensuring public health safety.
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