Mumbai, August 18, 2026: The controversy surrounding Bollywood celebrities and pan masala-linked advertisements has once again intensified after the Maharashtra Food and Drug Administration (FDA) issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their association with a Vimal Elaichi advertisement.
Veteran actor Mukesh Khanna has now backed the regulatory action and called on the three Bollywood stars to publicly apologise for promoting the brand.
The latest development has sparked a fresh debate about celebrity endorsements, surrogate advertising and the responsibility of popular actors when they promote products that may be associated with tobacco or pan masala brands.
According to reports, the Maharashtra FDA issued notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff in connection with the Vimal Elaichi campaign.
The regulator has questioned whether the advertisement could amount to surrogate advertising, in which a legal product is promoted while simultaneously keeping the identity of another restricted or prohibited product visible to consumers.
Mukesh Khanna Demands an Apology
Mukesh Khanna, who has frequently spoken openly about issues involving the film industry, has supported the FDA’s decision to question the actors.
Khanna’s position is that celebrities with millions of followers have a significant influence on the public. Because of this influence, he believes they should carefully consider the products and brands they choose to endorse.
His call for Shah Rukh Khan, Ajay Devgn and Tiger Shroff to apologise publicly has added another dimension to the controversy.
While the FDA notices are part of a regulatory process, Khanna’s comments focus on the ethical responsibility of celebrities and the impact their endorsements can have on audiences.
The demand for an apology is particularly notable because the issue is not new.
Bollywood stars have faced criticism for years over their association with advertisements for pan masala and related brands.
Why Did the Maharashtra FDA Issue Notices?
The controversy centres on a Vimal Elaichi advertisement featuring Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
Elaichi, or cardamom, is a legal product. However, Vimal is also strongly associated with pan masala branding.
The Maharashtra FDA is examining whether the elaichi advertisement indirectly promotes the wider Vimal pan masala brand.
This type of marketing is commonly referred to as surrogate advertising.
The concern is that a company may promote a permitted product carrying the same brand identity while benefiting from the public recognition of a restricted product.
The Maharashtra FDA’s action is part of a wider crackdown on advertisements and products that authorities believe could violate food-safety or advertising rules.
The regulator has specifically questioned the involvement of celebrities in campaigns that may indirectly promote prohibited products.
Actors Asked to Provide Their Responses
The notices issued to Shah Rukh Khan, Ajay Devgn and Tiger Shroff are show-cause notices, meaning the actors have been asked to explain their position.
Reports say the celebrities have been given 15 days to respond to the notices and have also been directed to stop promoting the relevant campaign and remove promotional content from their social-media platforms.
It is important to understand that receiving a notice does not automatically mean that the actors have been found guilty of violating the law. The authorities will have to consider their responses and other relevant information before deciding whether further action is required.
As of the latest reports, no final finding against the three actors has been announced.
FDA Commissioner Tukaram Mundhe Takes a Strong Stand
Maharashtra FDA Commissioner Tukaram Mundhe has also defended the regulatory action.
Mundhe has reportedly made it clear that the crackdown will not be restricted to celebrities. According to reports, the FDA intends to examine everyone involved in the creation, publication or promotion of advertisements that allegedly violate the relevant regulations.
The commissioner has taken a firm position on misleading advertisements and prohibited products, saying that the authorities will continue examining such campaigns.
The strong statement from the FDA leadership has attracted considerable attention because Shah Rukh Khan, Ajay Devgn and Tiger Shroff are among the biggest names in Indian cinema.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff’s Vimal Association
Shah Rukh Khan and Ajay Devgn have been associated with Vimal advertisements for several years.
Tiger Shroff later joined the campaign, becoming part of the promotional advertisements featuring the Bollywood stars.
The combination of three major actors has made the campaigns highly visible, particularly on television and social media.
Tiger Shroff’s entry into the campaign had previously attracted attention because he joined Shah Rukh Khan and Ajay Devgn after Akshay Kumar stepped away from his association with the brand.
Akshay Kumar had faced significant public criticism over his endorsement and later apologised for his involvement.
That earlier controversy has now resurfaced in public discussions following the latest FDA notices.
This Is Not the First Controversy Around the Advertisement
The three actors have faced scrutiny over Vimal advertising before.
In March 2025 the District Consumer Disputes Redressal Commission in Jaipur issued notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff in connection with an allegedly misleading Vimal pan masala advertisement.
The complaint was related to claims made in the advertisement involving saffron, with the complainant questioning whether the product’s promotional claims could be considered misleading. The Jaipur forum also issued notice to the manufacturer.
The earlier case and the latest Maharashtra FDA action are separate developments, but together they demonstrate the increasing scrutiny surrounding celebrity endorsements of Vimal-linked products.
Celebrity Endorsements Under the Spotlight
The latest controversy has once again raised an important question: How much responsibility should celebrities carry for the products they endorse?
Bollywood stars command enormous audiences. A single advertisement featuring a major celebrity can reach millions of people through television, social media and digital platforms.
Supporters of stricter regulations argue that celebrities should conduct greater due diligence before associating themselves with brands that may have controversial product lines.
Critics, however, point out that the legal responsibility of an advertisement must be determined according to the applicable laws and the specific role played by each participant.
The FDA’s notices are therefore significant because they place the focus not only on the company but also on the celebrities appearing in the promotional campaign.
What Could Happen Next?
The immediate focus will be on the responses submitted by Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
The authorities may examine the nature of the advertisement, the products being promoted, the contractual arrangements involved and the actors’ individual roles in the campaign.
Depending on the findings, the matter could either conclude after the responses are considered or lead to further regulatory proceedings.
For now, there is no confirmed announcement that the three actors have been penalised. The notices represent a stage in the regulatory process rather than a final verdict.
Mukesh Khanna’s Stand Adds More Pressure
Mukesh Khanna’s demand for a public apology has ensured that the controversy remains a major talking point beyond the legal and regulatory aspects.
His comments have reignited the debate over whether India’s biggest celebrities should reject endorsements connected to products that may be controversial or harmful to public health.
For Shah Rukh Khan, Ajay Devgn and Tiger Shroff, the coming days could therefore be important. Their responses to the Maharashtra FDA notices will likely receive considerable public and media attention.
Conclusion
The Maharashtra FDA’s notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over the Vimal Elaichi advertisement have opened a fresh debate about surrogate advertising and celebrity responsibility.
While the FDA is investigating whether the advertisement indirectly promotes a pan masala brand, veteran actor Mukesh Khanna has taken a stronger moral position by asking the three stars to apologise publicly.
The actors have been given an opportunity to explain their involvement, and no final finding of wrongdoing has been announced at this stage.
The controversy will now depend on their responses and the FDA’s subsequent decision.
Regardless of the eventual outcome, the episode highlights the growing scrutiny faced by celebrities when they endorse products associated with controversial industries. It also raises a broader question for the entertainment industry: Should fame and influence come with greater responsibility when choosing commercial endorsements?
For Bollywood audiences, the debate is unlikely to end with the FDA notices. As celebrity advertising continues to influence millions of consumers, the responsibility of stars, brands and regulators will remain an important topic of discussion.
