Mumbai: The Maharashtra Food and Drug Administration (FDA) has sought explanations from Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a Vimal Elaichi advertisement.
The state authority has raised concerns that the campaign could potentially be viewed as surrogate advertising for pan masala or tobacco-related products because of the Vimal branding used in the commercial.
What Has the FDA Objected To?
The FDA’s Greater Mumbai division has questioned the branding used in the advertisement. According to the authority, the Vimal name has a strong association with pan masala in Maharashtra.
The department wants to establish whether Vimal Elaichi is a separate product that is independently sold in the market or whether the advertisement indirectly promotes another product carrying the same brand identity.
The FDA has also raised concerns about whether the campaign could be considered misleading under India’s food safety and advertising regulations.
Bollywood Stars Asked for Explanations
The three actors have been asked to explain their role in the campaign and the checks conducted before they agreed to the endorsement.
The notice also directs them to stop participating in the advertisement and remove related promotional material from their social media accounts, websites and other online platforms under their control.
They have further been asked not to assist in any additional publication, broadcasting or distribution of the advertisement.
Documents Sought From Actors
As part of its inquiry, the FDA has asked for several documents connected to the campaign.
These include endorsement agreements, campaign briefs, product information and details of the advertising agency and brand owner. The authority has also sought information about payments or other arrangements linked to the endorsement.
Details of where and when the advertisement was broadcast or published have also been requested.
15-Day Deadline
Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been given 15 days from the receipt of the notices to submit their written responses and supporting documents.
The actors may also seek a personal hearing before the authority, either directly or through an authorised representative.
The FDA has warned that additional proceedings could be initiated if the actors fail to respond within the prescribed period or if their explanations are not considered satisfactory.
Background of the FDA Action
The development comes amid Maharashtra’s continued action against food products containing prohibited tobacco, nicotine and areca-nut ingredients.
The FDA has been examining whether advertisements using brands associated with pan masala could indirectly promote products that are restricted under state regulations.
The notice has also been shared with the FSSAI and the Central Consumer Protection Authority for information and any action they may consider appropriate.
For now, the notices seek explanations from the celebrities. Any further action will depend on the responses and documents submitted to the Maharashtra FDA.
