Shah Rukh Khan Ajay Devgn and Tiger Shroff Face FDA Notice Over Vimal Elaichi Ad
Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff are facing regulatory scrutiny after the Maharashtra Food and Drug Administration (FDA) issued show-cause notices over their appearance in a Vimal Elaichi advertisement.
What happened?
The Maharashtra FDA has questioned the actors’ participation in the Vimal Elaichi campaign, alleging that the advertisement could indirectly promote the wider Vimal brand, which is associated with pan masala.
The regulator is examining whether the advertisement could be considered surrogate advertising and whether it violates provisions related to food-safety and advertising regulations.
Actors asked to respond
According to reports, Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been asked to explain their role in the advertisement and provide relevant information regarding the endorsement.
The actors have reportedly been given 15 days to respond to the notices. The FDA has also sought details concerning the promotional campaign and the agreements connected with it.
Why is Vimal Elaichi controversial?
The controversy revolves around surrogate advertising, a practice in which a brand associated with a restricted product promotes another product using a similar brand identity.
The FDA’s concern is that promoting Vimal Elaichi could indirectly strengthen the Vimal Pan Masala brand image, even though the advertisement officially promotes elaichi.
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Are the actors guilty?
No. A show-cause notice does not mean the actors have been found guilty. It gives them an opportunity to explain their position before the authorities decide whether any further action is necessary.
The matter has once again sparked debate over celebrity endorsements of products linked to tobacco and pan masala brands.
