Maharashtra FDA Awaits Shah Rukh Khan’s Response as Ajay Devgn and Tiger Shroff Reply to ‘Elaichi’ Ad Notices

The ongoing controversy surrounding celebrity endorsements and alleged surrogate advertising has reached a critical juncture. Bollywood stars Ajay Devgn and Tiger Shroff have officially submitted their formal responses to the Maharashtra Food and Drug Administration (FDA) regarding show-cause notices issued over their participation in recent “elaichi” (cardamom) advertisements. Meanwhile, industry observers remain focused on superstar Shah Rukh Khan, whose response to the regulator is still pending.

The Core of the Controversy

The legal scrutiny stems from an investigation by the Maharashtra FDA, which questioned the nature of the advertisements featuring the three high-profile actors. The regulator has expressed concerns that these campaigns—while ostensibly promoting cardamom products—function as surrogate advertising for Vimal Pan Masala, a product currently prohibited in the state of Maharashtra.

Under the Food Safety and Standards (FSS) Act of 2006, the manufacture, storage, distribution, and sale of pan masala remain banned in the state. The FDA argues that the branding used in these advertisements creates an undeniable link to the banned pan masala line, effectively promoting a prohibited substance under the guise of a permitted mouth freshener.

In the official notice issued to the actors, the FDA stated: “Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the Vimal brand, which is mainly associated with Pan Masala, a product prohibited for… the State of Maharashtra.”

Procedural Developments

The regulatory body took formal steps to ensure the notices reached the actors directly. Ajay Devgn was served at his residence in Juhu, while Shah Rukh Khan received his notice at his iconic Bandra bungalow, Mannat. Tiger Shroff was issued his notice through his production house, Tiger Shroff Productions LLP.

While the actors initially maintained silence following the issuance of the notices, the submission of responses by Devgn and Shroff marks the first significant movement in the case. The industry is now waiting to see how the FDA proceeds regarding the missing reply from Shah Rukh Khan and whether the provided explanations will satisfy the state’s strict regulations on surrogate promotions.

Implications for Celebrity Endorsements

This development has reignited a heated debate regarding the moral and legal responsibilities of celebrities when endorsing brands. Critics argue that public figures have a social obligation to ensure their promotional activities do not bypass health-related regulations, while others point to the complexities of corporate branding and the fine line between product diversification and surrogate advertising.

As the Maharashtra FDA evaluates the submissions, the outcome of this case is expected to set a significant precedent for how advertising agencies and film stars navigate the legal landscape of brand endorsements in India. Further updates on the matter are expected in the coming weeks.