Indian cinema's A-list trio, Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, are at the center of a controversy in Maharashtra after receiving show-cause notices from the state's Food and Drug Administration (FDA) over their involvement in a 2024 advertisement for Vimal Elaichi.
The FDA has alleged that the advertisement indirectly promotes pan masala, a product that is prohibited in Maharashtra. The notice, issued by Maharashtra's food safety chief Tukaram Mundhe, has asked the actors to discontinue their participation in the campaign and remove any promotional material related to the advertisement from their official social media accounts.
The actors have been given 15 days to explain their position and provide details including copies of their endorsement agreements, campaign briefs, payment arrangements, and information on the due diligence carried out before their participation in the campaign.
The controversy surrounding the advertisement stems from the use of the Vimal brand, which is strongly associated with pan masala. While the campaign promotes elaichi, a product that is not prohibited in the state, the FDA has raised concerns that the use of the Vimal name could mislead consumers and indirectly promote a product that is banned in Maharashtra.
The notice has cited consumer protection provisions concerning misleading endorsements and has warned that violations can attract penalties of up to Rs 10 lakh for a first offense. Subsequent violations can carry even higher penalties, and the actors could also face restrictions on endorsing products for a specified period.
This is not the first time a Bollywood celebrity's association with the Vimal brand has sparked controversy. In 2022, Akshay Kumar faced significant backlash after appearing in a Vimal Elaichi advertisement, highlighting the ongoing debate around celebrity endorsements of products that are marketed as alternatives to pan masala.
As Maharashtra's food safety authorities continue their action against banned tobacco products and gutka, the latest development brings renewed attention to the issue. The FDA's decision to issue show-cause notices to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff has sent a clear message that the state will not tolerate any attempts to promote prohibited products, even indirectly.
The outcome of the investigation and any potential penalties for the actors will be keenly watched as the controversy continues to unfold. In the meantime, the incident serves as a reminder of the importance of responsible celebrity endorsements and the need for stricter regulations in the industry.
