The Vimal Elaichi advertisement controversy involving Shah Rukh Khan, Ajay Devgn and Tiger Shroff has entered its next stage. Maharashtra Food and Drug Administration Commissioner Tukaram Mundhe has confirmed that all three Bollywood stars have responded to the notices issued to them over the advertisement. Two of the actors also requested personal hearings, and those hearings have now been completed.
The development comes nearly two months after the Maharashtra FDA issued show-cause notices over the campaign. The regulator had questioned whether the Vimal Elaichi advertisement could amount to indirect or surrogate promotion of Vimal Pan Masala, whose manufacture and sale are prohibited in Maharashtra.
What Did Tukaram Mundhe Say?
According to the latest reports, Tukaram Mundhe confirmed that responses from Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been received by the Maharashtra FDA. Two of the three actors sought hearings, which have already taken place.
The FDA is now examining the responses and will proceed further according to the applicable regulations. The latest update does not indicate that any final finding of wrongdoing has been issued against the actors.
The matter has therefore moved beyond the initial notice stage, with the regulator now considering the explanations submitted by the celebrities.
Why Were Shah Rukh Khan, Ajay Devgn And Tiger Shroff Sent Notices?
The controversy centres on a Vimal Elaichi advertisement featuring the three actors. The Maharashtra FDA issued the notices on August 11, 2026, questioning whether the campaign effectively promoted Vimal Pan Masala through the elaichi branding.
The regulator's concern was that the advertisement could create an association with a pan masala product prohibited in Maharashtra. The actors were asked to provide explanations and supporting documents regarding their participation in the campaign.
Reports said the notices gave the actors 15 days to respond. The FDA's action was part of a broader effort to scrutinise advertisements that may amount to surrogate promotion of restricted products.
Tukaram Mundhe Had Earlier Defended The Action
The Maharashtra FDA chief had previously made it clear that celebrity status would not prevent regulatory action. In interviews, Mundhe said the rules apply not only to manufacturers and sellers but also to promoters and endorsers where applicable.
He also rejected the suggestion that the notices were specifically aimed at famous actors for publicity. According to his earlier statements, the FDA was examining the entire chain involved in such advertising campaigns.
Mundhe also stressed that public figures have a responsibility because their endorsements can influence consumers. His comments came amid a wider discussion about celebrity participation in advertisements for products associated with tobacco and pan masala.
The Controversy Around Surrogate Advertising
Surrogate advertising has remained a sensitive issue in India, particularly when brands associated with tobacco or pan masala promote seemingly different products under a similar brand identity.
In the Vimal case, the FDA questioned whether advertising elaichi under the Vimal name could indirectly promote the wider pan masala brand. The notices therefore focused on the nature and effect of the advertisement rather than simply the product shown in the commercial.
The regulator's position has been that the branding and presentation of such campaigns need to be examined when there is a possible connection with prohibited products.
Shah Rukh Khan, Ajay Devgn And Tiger Shroff Have Responded
The latest development is significant because the three actors have now submitted their responses. Earlier in August, the FDA had said the celebrities were yet to respond within the initial period.
The latest update from Tukaram Mundhe confirms that the responses have now been received. Two actors also sought hearings, giving them an opportunity to present their position before the regulator.
Details of the individual responses have not been publicly disclosed in the latest reports, so it would be premature to assume what arguments each actor has made.
What Happens Next?
The Maharashtra FDA will now consider the responses and material submitted by the three actors. The regulator's next action will depend on its assessment of the explanations and the relevant legal provisions.
Earlier reports had indicated that the FDA could take further action if it was not satisfied with the responses. However, the current stage remains a regulatory proceeding, and no final determination of liability against Shah Rukh Khan, Ajay Devgn or Tiger Shroff has been reported.
The Vimal Elaichi controversy has therefore become an important discussion around celebrity endorsements, surrogate advertising and the responsibilities of public figures. With all three actors having now responded, attention will next turn to the Maharashtra FDA's decision on the explanations submitted by them.
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