Bollywood stars Ajay Devgn and Tiger Shroff have submitted their responses to the Maharashtra Food and Drug Administration (FDA) over their Vimal Elaichi advertisement. On Thursday, CNN-News18 learnt that
while the two actors have submitted their response, a reply from Shah Rukh Khan is still awaited. Reportedly, a response from Shah Rukh Khan has not yet been received by the FDA yet. More details are awaited.
In August, Shah Rukh Khan, Ajay Devgn and Tiger Shroff were served show-cause notices from the Maharashtra FDA over their Vimal Elaichi advertisement. The regulator alleged that the campaign could amount to surrogate advertising for Vimal Pan Masala, a product banned in Maharashtra.
According to the notices, the FDA stated the advertisement creates an indirect association with Vimal Pan Masala. The regulator also raised concerns that promoting the Vimal brand through an elaichi product could effectively serve as indirect promotion of the pan masala brand.
“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,” the notice read.
The notices were served at different locations. Ajay Devgn received his notice at his residence in Juhu, while Shah Rukh Khan was served at Mannat in Bandra. Tiger Shroff received the notice through his production company, Tiger Shroff Productions LLP.
While the FDA notices created a massive controversy, neither of the actors issued any statement.
