Bollywood actors Ajay Devgn and Tiger Shroff have submitted their formal responses to the Maharashtra Food and Drug Administration (FDA) regarding their participation in the Vimal Elaichi advertising campaign. However, a response from co-star Shah Rukh Khan is still awaited by the regulatory body.
The development follows show-cause notices issued by the Maharashtra FDA in August to all three actors. The regulator alleges that the Vimal Elaichi campaign functions as surrogate advertising for Vimal Pan Masala, a tobacco-adjacent product currently banned in the state.
Maharashtra FDA's notice to SRK, Ajay Devgn and Tiger Shroff
The notice read, "Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the Vimal brand, which is mainly associated with Pan Masala, a product prohibited for manufacture, storage, transportation, distribution and sale in the State of Maharashtra for a period of one year, with effect from the date specified in the Prohibition Order dated the 13th July, 2026, issued by the Commissioner of Food Safety, Maharashtra State, under Section 30(2)(a) of the FSS Act, 2006."
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Ajay Devgn received the FDA notice at his Juhu residence, while Shah Rukh Khan at his Bandra home, Mannat and Tiger Shroff via his banner, Tiger Shroff Productions LLP.
Despite the growing public controversy surrounding the FDA investigation, none of the three actors have issued public statements on the matter.
FAQs
Why did the FDA issue notices?
The Maharashtra FDA states that branding for "Vimal Elaichi" closely mimics and indirectly promotes prohibited pan masala/tobacco products under the guise of a mouth freshener.
What is the consumer forum complaint about?
A consumer forum in Jaipur issued notices over the ad's tagline ("dane dane mein hai kesar ka dum").