Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff are reportedly facing show-cause notices from the Maharashtra Food and Drug Administration over their Vimal Elaichi advertisement. The regulator has alleged that the campaign could amount to surrogate advertising for Vimal Pan Masala, which is banned in Maharashtra.
The notices seek explanations from the actors over their association with the campaign. The Maharashtra FDA has cited provisions of the Food Safety and Standards Act that prohibit misleading food advertisements, with penalties of up to ₹10 lakh for violations.
The action comes amid a wider crackdown by the Maharashtra FDA on gutka, tobacco and pan masala products. The regulator has recently intensified inspections and enforcement against the manufacture, distribution and sale of prohibited products across the state.
