Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have reportedly been warned by Maharashtra authorities over advertisements for Vimal cardamom. This brand is widely associated with pan masala products. The Shah Rukh Khan Vimal pan masala ad has especially drawn attention in this matter.
The Maharashtra Food and Drug Administration (FDA) has reportedly asked the three actors to explain their association with the brand. In addition, they must provide details of their endorsement agreements.
According to the notice, authorities believe the advertisements could indirectly strengthen public recognition of a prohibited pan masala product. This product is associated with the Vimal brand. The actors have reportedly been given 15 days to respond.
Officials have also asked Khan, Devgn and Shroff to remove the relevant advertisements from their social media accounts. Furthermore, they are asked to refrain from participating in further broadcasts connected to the campaign.
The issue centers on what are commonly known as surrogate advertisements. In these, a brand promotes a legal product while using branding closely associated with another restricted or prohibited product.
One widely viewed Vimal cardamom advertisement features Shah Rukh Khan, Ajay Devgn and Tiger Shroff participating in a festive celebration. The commercial has reportedly attracted more than 100 million views on YouTube.
The Maharashtra action comes as the state steps up its food-safety and consumer-protection efforts. Surrogate advertising by brands linked to tobacco, alcohol and other restricted products has previously faced scrutiny from Indian regulators.
The broader pan masala industry has also attracted criticism from health professionals. These experts have warned about the serious health risks associated with certain tobacco and areca-nut products.
Representatives of the three actors and the company associated with the Vimal brand reportedly did not immediately respond to requests for comment.
