The Maharashtra Food and Drug Administration (FDA) has sent show-cause notices to Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their advertisement for Vimal Elaichi. The regulator suspects the campaign is indirectly promoting pan masala, a product that faces strict advertising restrictions in India.
What is the Vimal Elaichi advertisement controversy?
The notices, issued by Maharashtra FDA Commissioner Tukaram Mundhe, relate to a 2024 advertisement featuring the three actors. Vimal Elaichi is officially sold as a cardamom-based mouth freshener. However, the FDA has raised concerns about how the product is branded and its clear connection to the larger Vimal pan masala brand.
According to The Hindu, the core of the problem lies in the concept of surrogate advertising. This happens when a company promotes a legal product—like a mouth freshener—in a way that also keeps the name of a restricted product, such as pan masala, fresh in the minds of consumers.
Why did the FDA issue show-cause notices to the actors?
The FDA's action targets the actors because their star power gives the brand massive visibility. By featuring in the Vimal Elaichi ad, the actors are seen as helping the Vimal brand maintain its recognition, even though the actual pan masala product cannot be advertised directly.
As reported by Deccan Herald, the show-cause notice asks the actors to explain why action should not be taken against them for their involvement in the campaign. The regulator wants to know if the advertisement crosses the line from marketing a legal mouth freshener into promoting a banned category.
"The notices relate to a 2024 advertisement in which the three actors promoted Vimal Elaichi." — India Today
How does surrogate advertising work in this case?
Surrogate advertising is a well-known loophole that companies use to bypass bans. Since direct ads for pan masala and tobacco products are prohibited, brands often launch "look-alike" products such as flavored mouth fresheners, CDs, or mineral water under the same brand name.
The issue with the Vimal Elaichi ad is that the packaging, logo, and overall presentation closely mirror the parent Vimal pan masala brand. This creates a strong mental link in the viewer's mind, effectively keeping the banned product relevant without technically advertising it.
According to The Tribune, the Maharashtra FDA is treating this as a violation of advertising norms. The notice is a formal step that could lead to penalties or stricter action if the actors and the brand fail to provide a satisfactory explanation.
What happens next in the Vimal Elaichi ad row?
The ball is now in the court of the actors and the brand. They must respond to the FDA's show-cause notice with their side of the story. The regulator will then decide whether the advertisement constitutes a genuine promotion of a mouth freshener or a deliberate attempt to circumvent pan masala advertising rules.
This case also serves as a warning to other celebrities who endorse products that may be linked to restricted categories. Endorsers are increasingly being held accountable for the content and intent of the advertisements they appear in.
Our Take: Celebrities must verify before they endorse
In our view, this notice is a necessary check on a practice that has gone on for too long. For years, brands have used famous faces to sell "mouth fresheners" that everyone knows are just a cover for pan masala. The actors cannot claim ignorance—the branding is too obvious.
This move by the Maharashtra FDA sends a clear message: celebrity status does not grant immunity from advertising laws. If you lend your face to a product, you are responsible for what it promotes. We believe this will make stars think twice before signing endorsement deals that blur the line between legal products and banned substances.
For consumers, this is a reminder to look past the glitz of celebrity ads. A product endorsed by a superstar is still just a product—and if it carries the name of a pan masala brand, the intent is rarely just to freshen your breath.
