Vimal Elaichi Ad Row: FDA Notices To Shah Rukh Khan, Ajay Devgn And Tiger Shroff

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Maharashtra FDA has issued notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over a Vimal Elaichi advertisement controversy.
The regulator alleges the campaign could amount to surrogate promotion of Vimal Pan Masala, which is prohibited in Maharashtra.
The actors have 15 days to submit explanations and documents supporting the independent sale of Vimal Elaichi.

MUMBAI: The Vimal Elaichi advertisement controversy has brought celebrity endorsements under fresh regulatory scrutiny in Maharashtra, with the state’s Food and Drug Administration issuing show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff.

The regulator has questioned their participation in a Vimal Elaichi campaign, alleging that the advertisement could create an association with Vimal Pan Masala, a product containing prohibited substances under Maharashtra’s food safety restrictions.

The notices turn the spotlight on a recurring advertising issue, where a product presented as a permissible alternative can potentially reinforce the visibility of a restricted brand or product category.

Vimal Elaichi Advertisement Controversy Triggers FDA Action

According to the Maharashtra FDA notice dated August 11, the use of the name “Vimal Elaichi” in the advertisement appeared to associate the campaign with the Vimal Pan Masala brand.

The regulator has alleged that such an association could mislead consumers and indirectly promote a prohibited product. The three actors have been identified as brand endorsers and have been asked to respond within 15 days of receiving the notices.

The FDA has also asked them to provide documentary evidence establishing that Vimal Elaichi is a separate product that is independently available in the market.

Vimal Elaichi Advertisement Controversy: Actors Asked to Remove Promotions

The actors have been directed to stop participating in or endorsing the advertisement immediately.

The regulator has also asked for the promotional material to be removed from official social media accounts, websites and other digital platforms under their control.

If the actors fail to respond within the prescribed period, or if their explanations are considered unsatisfactory, the administration has warned that further action could be taken without issuing another notice.

Maharashtra Pan Masala Ban Behind Regulatory Action

Maharashtra has prohibited gutka and pan masala containing tobacco or nicotine since 2012 under the Food Safety and Standards Act. The prohibition has been renewed periodically, with the latest order issued by the state food safety commissioner on July 13.

The latest action against the actors comes amid wider enforcement by the Maharashtra FDA. The department has been conducting checks involving adulterated milk and restaurant food, junk food sales near schools and the manufacture and sale of banned gutka and tobacco-containing pan masala.