The “Bolo Zubaan Kesari” campaign has officially landed three of Bollywood’s biggest superstars in serious legal trouble. The Maharashtra Food and Drug Administration (FDA) has issued a strict show-cause notice to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their high-profile television and digital advertisements for Vimal Elaichi.
The regulatory body alleges that the advertisement is a classic case of “surrogate advertising,” where a harmless product (elaichi/cardamom) is used to indirectly promote a prohibited tobacco-related product (Vimal Pan Masala).
Here is a complete breakdown of why the FDA issued the notice, the potential penalties the superstars face, and the history behind this highly controversial pan masala brand.
The Crackdown on Surrogate Advertising
Surrogate advertising has been a controversial loophole in the Indian advertising industry for decades. Since the direct promotion of tobacco, gutkha, and pan masala is strictly prohibited, companies often market “mouth fresheners” or “elaichi” under the exact same brand name, logo, and visual identity.
Led by Maharashtra Food Safety Commissioner Tukaram Mundhe, the FDA has recently intensified its crackdown on these practices under the “Safe Food, Safe Maharashtra” campaign.
According to the FDA’s notice:
“Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the VIMAL brand, which is mainly associated with Pan Masala… The use of the expression ‘Vimal Elaichi’ appears to create an association with the Vimal Pan Masala brand and could mislead consumers.”
Maharashtra has strictly banned the manufacture, storage, distribution, and sale of gutkha and pan masala containing tobacco or nicotine since 2012, with the ban renewed annually (the latest renewal took effect on July 13, 2026).
The Ultimatum: 15 Days to Respond and a ₹10 Lakh Penalty
The FDA’s Greater Mumbai division isn’t letting the actors off with just a warning. Terming the notice as a “final warning,” the regulatory body has outlined strict immediate actions and potential consequences for the three brand endorsers:
- Immediate Takedown: The actors have been directed to immediately discontinue their endorsement and remove all promotional content related to the Vimal Elaichi campaign from their personal social media handles and websites.
- Documentary Proof: The FDA has demanded that the actors provide documentary evidence proving that Vimal Elaichi is an independent product actually available for sale, rather than just a brand-extension tactic.
- Financial Details: The stars must submit copies of their endorsement contracts, payment arrangements, and proof of the “due diligence” they conducted before signing the campaign.
If Shah Rukh Khan, Ajay Devgn, and Tiger Shroff fail to submit a satisfactory written explanation within 15 days, they could face severe legal action. Under Section 53 of the Food Safety and Standards (FSS) Act, 2006, anyone who is a “party to the publication” of a misleading food advertisement can face a heavy penalty of up to ₹10 Lakh.
The Ghost of Akshay Kumar’s Past
This is not the first time the Vimal brand has sparked a massive public outrage involving Bollywood elites.
In 2022, superstar Akshay Kumar joined Shah Rukh Khan and Ajay Devgn in the Vimal Elaichi cinematic universe. However, known for his extreme fitness and health-conscious image, Akshay faced severe and relentless backlash from his fans for promoting a brand synonymous with cancer-causing tobacco products.
Yielding to the public pressure, Akshay Kumar issued a massive public apology, stepped back from the endorsement, and pledged to donate his entire endorsement fee to charity. Following his exit, young action star Tiger Shroff stepped in to replace him in the 2024 campaigns—which has now led to the current FDA scrutiny.
As the 15-day deadline ticks down, all eyes are on the legal teams of Shah Rukh, Ajay, and Tiger. Will they quietly pay the penalty and step down, or will they contest the FDA’s claims?
Frequently Asked Questions (FAQs)
1. Why did the FDA issue a notice to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff?
The Maharashtra FDA issued a show-cause notice alleging that their advertisement for “Vimal Elaichi” is a surrogate (indirect) promotion for “Vimal Pan Masala,” a tobacco-related product banned in the state.
2. What is surrogate advertising?
Surrogate advertising is a strategy where a brand promotes a banned product (like liquor or tobacco) by advertising a legal product (like elaichi, club soda, or music CDs) under the exact same brand name and visual identity.
3. What penalty do the actors face?
Under Section 53 of the Food Safety and Standards (FSS) Act, 2006, the actors can face a penalty of up to ₹10 lakh for participating in a misleading food advertisement.
4. Didn’t Akshay Kumar also do the Vimal ad?
Yes, Akshay Kumar appeared in the ad in 2022. However, following massive public backlash regarding his health-conscious image, he publicly apologized, stepped away from the brand, and donated his fee to charity.
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