The Vimal Row: When Cinematic Stardom Meets Legal Reality
For decades, the trinity of Shah Rukh Khan, Ajay Devgn, and Tiger Shroff has commanded the silver screen, turning tickets into box office gold and advertisements into cultural moments. However, a storm is brewing in Mumbai that proves even the biggest stars are not immune to the long arm of the law. Maharashtra Food and Drug Administration (FDA) commissioner Tukaram Mundhe has effectively pulled the curtain back on the “star power” defense, labeling these A-listers not as screen icons, but as potential “violators of the law.”
The controversy stems from the ubiquitous Vimal Elaichi ad campaigns, which regulators argue act as a thin, legal veil for surrogate advertising. With pan masala products prohibited in Maharashtra, the line between a breath freshener and a restricted substance has become the focal point of a high-stakes legal standoff. Mundhe’s message is blunt: celebrity status carries no immunity when it comes to the Food Safety Act.
Mundhe’s Stance: Accountability Over Acclaim
In a candid interview with NDTV, Tukaram Mundhe stripped away the glamour of the entertainment industry to focus on the cold, hard text of the law. “According to you they may be stars, but according to me they are only advertisers in this case,” Mundhe stated. This isn’t just bureaucratic posturing; the Maharashtra FDA has already moved to the next phase of its campaign, initiating adjudication and prosecution proceedings against at least one actor who failed to respond to a show-cause notice issued on August 11.
While two of the three actors have submitted responses, the content of those replies remains protected by the ongoing legal process. However, the FDA chief was clear on one point: the common defense—that the manufacturer bears all the burden—is legally insufficient. Under the Food Safety Act, the advertiser is not merely a face on a screen; they are a partner in the promotion of a product. “There is a responsibility very specifically cast upon the person or institution who is advertising… including to take due diligence about what he or she is endorsing,” Mundhe asserted.
The Star Defense: A History of “Personal Choice”
The actors caught in this net have historically stood firm on their stance regarding endorsements. Shah Rukh Khan, a veteran of media scrutiny, has long argued that the responsibility of product legality lies with the government, not the performer. In a past exchange with journalist Karan Thapar, Khan famously questioned why products are allowed to be sold if they are deemed harmful. His logic—that as long as a product is a legal revenue source for the state, it should be fair game for an actor—is a perspective that highlights the friction between corporate advertising and public health advocacy.
Ajay Devgn has adopted a similar defensive posture, drawing a sharp distinction between the brand’s prohibited items and the specific product he endorses. “I was doing elaichi,” he told SCREEN in 2022, framing his participation as a matter of personal choice and categorical advertising. Yet, the public sphere has been less forgiving. Akshay Kumar, who once occupied the same space as his counterparts in the Vimal ads, famously stepped away from the campaign following intense social media backlash, even going as far as to issue a public apology and pledge his earnings to a charity. The entry of Tiger Shroff into the campaign was meant to signal a fresh chapter, but it has now landed him in the crosshairs of the state’s regulatory body.
The Jurisdictional Battlefield
The legal maneuvering surrounding these notices has already seen its first major casualty in the courts. On September 14, the Delhi High Court dismissed a petition filed by PB Agro LLP, the master licensee for Vimal Elaichi. The company had attempted to challenge the notices issued to the three actors by arguing that the proceedings were groundless.
However, Justice Swarana Kanta Sharma dismissed the petition on the grounds of territorial jurisdiction, noting that because the Maharashtra FDA issued the notices in Mumbai, the Delhi High Court was not the proper venue for such a challenge. This ruling serves as a stark reminder that the Maharashtra FDA is committed to seeing its investigation through to the end, regardless of the celebrity status of those involved or the corporate influence behind them.
The Broader Implications for Brand Endorsement
This case is about more than just three actors and a spice-brand ad; it is a watershed moment for the Indian advertising industry. For years, the “surrogate ad” model—promoting a non-banned product of the same brand name as a banned substance—has been the standard practice for liquor and tobacco companies in India. If the Maharashtra FDA successfully holds these celebrities accountable under the Food Safety Act, it could create a legal precedent that forces brands and their high-profile ambassadors to rethink their contracts.
The era of “blind endorsement” may be coming to a close. If an actor can be held legally and morally accountable for the “due diligence” of the products they promote, the high-priced contracts that drive the celebrity advertising industry will require a massive shift in risk assessment.
As it stands, the FDA is moving forward with the hearing process. For Mundhe, the objective is simple: ensure that the law is applied equally, regardless of a person’s fan following. For Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, the challenge is now to prove that they are more than just the faces of a brand—they must now navigate the complexities of being seen as the primary conduits for product distribution in the eyes of the law. The stage is set for a landmark decision that will leave no one in the entertainment industry unaffected.
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