Mumbai: Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe (IAS: 2005: MH) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their participation in an advertisement for Vimal Elaichi.
The FDA has raised concerns that the campaign may amount to surrogate or indirect advertising of prohibited pan masala or tobacco-related products. The notices come amid a wider enforcement drive by the FDA under Mundhe, who has gained a reputation for taking strict action against violations involving food safety and prohibited products.
The actors have reportedly been asked to explain their involvement in the campaign and provide relevant documents to the authorities.
Actors Given 15 Days to Respond
According to the FDA’s action, the three actors have been given 15 days to submit their explanations.
The notices reportedly ask them to provide copies of their brand endorsement agreements, payment details and records showing due diligence undertaken before associating themselves with the campaign.
The FDA has also instructed the actors to withdraw from the campaign and remove related promotional posts from their social media accounts, as the department examines whether the advertisement violates applicable restrictions on surrogate advertising.
The regulator’s concern centres on the alleged association of the Vimal brand with pan masala and tobacco products and whether promotion of an ostensibly different product such as elaichi could indirectly promote prohibited products.
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What Is Surrogate Advertising?
Surrogate advertising refers to a promotional strategy in which a product or service that cannot be directly advertised is promoted indirectly through another product carrying the same or a closely associated brand identity.
In the case under scrutiny, the FDA is examining whether the promotion of Vimal Elaichi could indirectly promote pan masala or tobacco products associated with the brand.
The notices therefore seek to establish the nature of the endorsement and whether the participating celebrities were aware of the brand’s broader product association.
Tukaram Mundhe’s Enforcement Drive in Maharashtra
The latest action is part of a broader enforcement campaign by the Maharashtra FDA under Tukaram Mundhe.
The department has recently carried out inspections and raids at several establishments, including hotels and canteens located in government premises.
Mundhe has also drawn attention for action against establishments over alleged violations of food safety regulations. Among the places previously targeted were restaurants and canteens associated with prominent institutions, including the canteen at the Bombay High Court.
The latest notices against Bollywood celebrities have further brought the FDA’s enforcement campaign into the spotlight.
Mundhe Known for Frequent Transfers
Tukaram Mundhe, a 2005-batch Maharashtra-cadre IAS officer, is known for his strict administrative style and has experienced numerous transfers during his career.
Despite being transferred 25 times in 21 years of service, Mundhe has continued to take high-profile administrative and enforcement decisions.
His current assignment as head of the Maharashtra FDA has once again placed him at the centre of actions involving public health, food safety and regulatory compliance.
Earlier Controversy Over Vimal Advertisement
The Vimal brand has previously attracted controversy over celebrity endorsements.
Actor Akshay Kumar had faced criticism for appearing in a Vimal advertisement. Following the backlash, he publicly apologised, announced his decision to withdraw from the endorsement and said he would donate his earnings from the campaign to charity.
The latest FDA notices have now brought the issue back into focus, with Shah Rukh Khan, Ajay Devgn and Tiger Shroff among the celebrities whose endorsement is being examined by the Maharashtra regulator.
FDA Action Against Pizza Hut Outlet
Separately, the Maharashtra FDA has also taken enforcement action against a Pizza Hut outlet in Karad.
The licence of the outlet was reportedly suspended over alleged violations relating to food safety and hygiene standards.
The action forms part of the department’s wider regulatory drive under Mundhe, covering food establishments as well as products and promotional activities that may have implications for public health.
What Happens Next?
The three actors are required to respond to the show-cause notices within the stipulated 15-day period.
The FDA will examine their explanations and the documents submitted by them before deciding on further action. If the regulator concludes that the campaign violated applicable provisions, additional proceedings or penalties could follow under the relevant law.
The notices, however, are show-cause notices and do not by themselves establish wrongdoing by the actors. The final regulatory position will depend on the responses submitted and the findings of the authorities.
