Bollywood Stars Face Legal Action Over Vimal Elaichi Ad

Sep 18, 2026

60 min

Sep 18, 2026 10:30

‘Violators of law’: Tukaram Mundhe on Shah Rukh Khan, Ajay Devgn, Tiger Shroff over Vimal ad

## Legal Proceedings Initiated

Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff are under scrutiny for their involvement in a Vimal Elaichi advertisement. The Maharashtra Food and Drug Administration (FDA) has accused the ad of being a surrogate promotion for Vimal Pan Masala, a product banned in the state. The FDA has moved beyond issuing show-cause notices, with legal proceedings already underway in at least one case.

## FDA's Stance on Celebrity Endorsements

Tukaram Mundhe, the FDA commissioner, emphasized that the actors are being treated as advertisers, not celebrities, in this legal matter. He stated that the law will take its course, and the actors' responses to the notices will be considered in the proceedings. One of the actors has not replied to the notice, prompting further legal action.

## Legal Framework and Responsibilities

The controversy revolves around the responsibilities of endorsers in advertising. The FDA argues that under the Food Safety and Standards Act, those involved in advertising must ensure compliance with the law. This includes conducting due diligence before endorsing products. The actors were initially given 15 days to respond to the notices, which cited sections of the Act related to misleading advertisements and potential penalties.

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