FDA notice to Shah Rukh, Ajay Devgn and Tiger Shroff over Vimal Elaichi ad

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Shah Rukh Khan, Ajay Devgn and Tiger Shroff in Vimal Elaichi advertisement. (youtube: Vimal Elaichi)

The Maharashtra Food and Drug Administration (FDA) has sent a show-cause notice to Bollywood actors Shah Rukh Khan , Ajay Devgn, and Tiger Shroff. The notice concerns their involvement in an advertisement and promotional material for ‘Vimal Elaichi/Pan Masala’. The sale of pan masala , which can include orally ingested tobacco, is prohibited in the State. The actors’ advertisement links them to the Vimal brand, indirectly promoting a banned product, the FDA’s notice says.

The three actors came together for the ad campaign for ‘Vimal Elaichi’ in 2024. They have now been directed to cease participation in any related advertising activities.

The FDA, under Commissioner Tukaram Mundhe , has directed the removal of all content associated with the advertisement, and a detailed explanation from the actors, within 19 days. Instructions pertaining to the actors’ official social media handles and websites have also been issued.

Mr. Mundhe has been in the news for enforcement actions since his appointment. Before the show-cause notice was served, the FDA had conducted raids on pan masala and gutkha products containing tobacco or nicotine.

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