Shah Rukh Khan and Ajay Devgn Face Notice Over Vimal Ad
Shah Rukh Khan, Ajay Devgn and Tiger Shroff face Maharashtra FDA notices over a Vimal Elaichi ad linked to banned pan masala promotion.
Raja Awais Ali
8/17/20263 min read
Shah Rukh Khan, Ajay Devgn and Tiger Shroff Face Notice Over Vimal Elaichi Ad in India
India’s Maharashtra state has issued notices to Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a Vimal Elaichi advertisement, saying the campaign may indirectly promote a prohibited pan masala product. The action comes as Maharashtra steps up its food safety checks and enforcement against banned and unsafe food products.
The Maharashtra Food and Drug Administration (FDA) made the warning public over the weekend and asked the three actors to explain their involvement in the advertisement within 15 days. The authority has also asked them to remove the promotional material from their social media accounts, avoid further participation in its broadcast and provide details of their endorsement agreements with the company behind the Vimal brand.
The issue centers on Vimal Elaichi, or cardamom, which is promoted as a separate product but is strongly associated with the Vimal pan masala brand. Maharashtra authorities said the use of the brand name and identity in the advertisement could strengthen consumer recognition of the prohibited product. The FDA has therefore raised concerns that the campaign could amount to surrogate advertising.
The advertisement features Shah Rukh Khan, Ajay Devgn and Tiger Shroff together during a festive celebration, where they are shown throwing saffron-coloured powder at one another. The campaign has attracted a large online audience and has received about 106 million views on YouTube, according to the report.
Maharashtra has maintained restrictions on gutka and pan masala containing tobacco or nicotine, and the state has continued enforcement against their sale and promotion. Recent action by the state FDA has focused on food safety, hygiene violations and prohibited products.
The latest notice is part of a wider food safety drive in Maharashtra, which is home to Mumbai. The state’s food safety authorities have recently taken action against restaurants, food outlets and warehouses over hygiene concerns. Last week, four Domino’s stores and 12 warehouses linked to major grocery companies were shut as part of the wider inspection campaign, according to the report.
The pan masala market is also significant in India. Industry estimates cited in the report put the country’s pan masala market at around $5 billion last year. Health experts and doctors have warned that betel nut products can cause serious oral health problems, while products mixed with tobacco carry additional health risks. Betel nut consumption has been linked to oral fibrosis, a condition that can progress to oral cancer.
The Maharashtra FDA said the advertisement could create a link between Vimal Elaichi and the prohibited pan masala product. In its notice, the regulator also referred to restrictions on misleading advertisements and asked the actors to explain why action should not be taken over their participation in the campaign.
Representatives of Shah Rukh Khan, Ajay Devgn and Tiger Shroff did not respond to requests for comment. Vishnu & Company Trademarks, the company that owns the Vimal brand, also did not immediately respond.
The controversy highlights a long-running issue in India over surrogate advertising. Such advertising involves promoting a legal product or brand extension in a way that may also keep a restricted product visible to consumers. The practice has previously drawn attention from the Indian government and regulators, particularly in sectors such as tobacco and alcohol.
In 2024, India was also working on stricter rules aimed at limiting surrogate advertising by alcohol companies. At the time, complaints focused on companies using products such as club glasses and music CDs to promote brands associated with alcohol. Those proposed rules had not yet been finalised.
For Shah Rukh Khan, Ajay Devgn and Tiger Shroff, the immediate issue is now the Maharashtra FDA notice. The actors have been given 15 days to respond and explain their role in the Vimal Elaichi campaign. The regulator will then consider their responses and decide whether further action is required.
The case also shows how celebrity advertising is facing closer scrutiny in India, particularly when a legal product carries a strong connection with a restricted brand. For now, the Maharashtra FDA has asked the three actors to stop further participation in the campaign, remove the advertisements from their social media channels and submit details of their endorsement agreements.
Stay informed with the latest national and international news.
© 2026. All rights reserved.