Maharashtra FDA sends notices to Vimal Elaichi endorsers over alleged surrogate advertising

Maharashtra’s FDA has issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal Elaichi campaigns it alleges promote banned Vimal Pan Masala by proxy. The agency has sought endorsement contracts; penalties could range from Rs 10 lakh to Rs 50 lakh, with possible endorsement bans.

— Source published Sun, 16 Aug, 2026, 09:25 IST · First seen Sun, 16 Aug, 2026, 09:56 IST · Source NDTV Profit

What happened

Maharashtra FDA issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal Elaichi ads, alleging surrogate promotion of banned Vimal

Key facts

  • Food Safety and Standards Act, 2006
  • Rs 10 lakh to Rs 50 lakh potential penalties
  • Up to 3 years endorsement ban
  • Nine-page notice
  • 2022

Why this matters

Any partnership, licensing or acquisition involving tobacco-adjacent FMCG brands should include enhanced diligence on surrogate-advertising practices, endorsement contracts and regulatory contingencies.

What to watch

  • Whether the FDA concludes that Vimal Elaichi branding, packaging, slogans or distribution are materially linked to Vimal Pan Masala.
  • Submission and public disclosure of celebrity endorsement contracts, including product-specific scope and indemnity provisions.
  • Any show-cause notices or coordinated guidance from FSSAI, ASCI, the Ministry of Information and Broadcasting, or regulators in other states.
  • Whether broadcasters, streaming platforms, outdoor-media operators or social platforms pull, label or restrict the campaigns.
  • Evidence of a fine, endorsement ban, court stay, settlement, campaign withdrawal or relaunch with revised creative.
  • ASCI complaints or consumer litigation targeting other mouth-freshener and pan-masala extension brands.
  • Vimal is likely to provide endorsement agreements, product-category documentation and campaign substantiation while seeking to distinguish elaichi from pan masala.
  • Celebrity endorsers and talent managers will review morality, regulatory-indemnity and termination clauses across high-risk FMCG portfolios.
  • Creative agencies and broadcasters may require stronger legal clearance, explicit product separation and documented substantiation before accepting similar campaigns.
  • Competing pan-masala-linked brands may pre-emptively alter packaging, creative cues and celebrity-led advertising to reduce regulatory exposure.
  • Mainstream celebrities may demand higher fees, liability protection or avoid endorsements in categories with tobacco, alcohol or surrogate-advertising risk.

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