SRK, Ajay Devgn, Tiger Shroff Respond to Vimal Elaichi FDA Notice
Shah Rukh Khan, Ajay Devgn and Tiger Shroff have responded to Maharashtra FDA notices over the Vimal Elaichi ad, with the regulator now proceeding with its surrogate advertising inquiry.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff have responded to notices issued by the Maharashtra Food and Drug Administration (FDA) over their appearance in a Vimal Elaichi advertisement. The regulator is examining whether the campaign amounts to surrogate advertising for Vimal Pan Masala, a product prohibited in Maharashtra.
Maharashtra FDA Commissioner Tukaram Mundhe said responses from all three actors have been received. Two of them requested hearings, which have now been completed, and the authority is proceeding with the matter.
The FDA had issued show-cause notices seeking explanations from the actors regarding their association with the campaign. It also sought documents related to their endorsements, including contracts, campaign details and remuneration records.
The regulator cited provisions of the Food Safety and Standards Act, 2006, including rules dealing with misleading food advertisements. The notices also directed the actors to stop participating in the campaign and remove related promotional content from their social media accounts.
The FDA has argued that the advertisement could maintain an association with a pan masala brand through the promotion of elaichi. The actors have previously maintained that their endorsements relate to the elaichi product rather than pan masala.
No final decision has been announced yet. The Maharashtra FDA will now proceed with the next stage of the inquiry after receiving the actors' responses and completing the requested hearings.
