Three Bollywood Stars Get Notice Over Vimal Ad

Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff are facing a legal notice over their appearance in a Vimal Elaichi advertisement. The Maharashtra Food and Drug Administration (FDA) has issued a show-cause notice to the three actors, saying the advertisement may indirectly promote a pan masala brand.

The notice was issued by Maharashtra food safety chief Tukaram Mundhe on August 11. The actors have been asked to stop their participation in the campaign and remove related promotional posts from their official social media accounts. They have also been asked to give an explanation within 15 days.

The issue is connected to the way the Vimal brand is shown in the advertisement. The commercial is officially for elaichi, or cardamom, but the authorities believe that the use of the Vimal name may remind consumers of the company's pan masala products.

According to the Maharashtra FDA, pan masala is prohibited in the state. The department believes that using the same brand name for another product could create an indirect connection with the banned product.

The notice also asks the actors to provide details about their endorsement agreements. They have reportedly been asked to submit information about their contracts, campaign details, payments and the steps they took before agreeing to the advertisement.

The matter has once again brought attention to celebrity endorsements of pan masala and tobacco-related brands. Bollywood stars often have a major influence on their fans, and advertisements featuring popular actors can reach millions of people.

This is not the first controversy involving the Vimal Elaichi advertisement. In 2022, actor Akshay Kumar faced strong criticism after appearing in a Vimal Elaichi commercial with Shah Rukh Khan and Ajay Devgn. Following the backlash, Kumar apologised to his fans and said he would step away from the association.

The latest notice has now put Shah Rukh Khan, Ajay Devgn and Tiger Shroff under the spotlight. The three actors are expected to respond to the Maharashtra FDA within the given 15-day period.

The case also highlights the growing concern over surrogate advertising, where a product may be promoted using the brand identity of another restricted product. The authorities are now examining whether the Vimal Elaichi campaign crosses that line.

For now, the actors have been asked to explain their position. The next step will depend on their responses and the findings of the Maharashtra FDA.