Bollywood actor Ajay Devgn has challenged a notice issued by Maharashtra’s Food and Drugs Administration (FDA) over advertisements for Vimal Elaichi. The actor has approached the Bombay High Court, seeking relief from the regulator’s action over allegations that the advertisements indirectly promote prohibited pan masala products.
The issue has brought celebrity brand endorsements under fresh scrutiny, with the Maharashtra FDA questioning whether advertisements for cardamom products are being used to promote a wider pan masala brand.
How the Vimal Elaichi Controversy Started
The Maharashtra FDA issued notices to Ajay Devgn, Shah Rukh Khan and Tiger Shroff on August 11, 2026. All three actors had been associated with promotional campaigns for Vimal Elaichi.
The regulator raised concerns under the Food Safety and Standards Act, 2006, arguing that the advertisements could amount to surrogate promotion because of the Vimal brand’s association with pan masala.
The actors were asked to stop participating in the campaigns, take down promotional material from online platforms and submit documents explaining the checks conducted before accepting the endorsements.
FDA Questions the Brand’s Advertising Strategy
According to the regulator, promoting Vimal Elaichi could indirectly create visibility for Vimal Pan Masala, which is prohibited in Maharashtra.
The FDA also referred to Section 24 of the Food Safety and Standards (Advertising and Claims) Regulations, 2018, while examining the responsibilities of celebrities involved in product endorsements.
The authority sought advertising contracts, campaign briefs and other supporting documents to determine whether Vimal Elaichi operates as a separate product or forms part of a promotional strategy for restricted products.
Ajay Devgn and Other Actors Reject Allegations
The actors responded through their legal representatives and denied promoting pan masala. Their position was that the advertisements were limited to cardamom products and should not be treated as endorsements of prohibited goods.
However, the FDA continued its investigation. Following an inquiry conducted by Assistant Commissioner (Food) Nasrin Mazumdar, the department concluded that the actors could still be held accountable.
The matter subsequently moved to adjudication before the Joint Commissioner. A penalty of up to ₹10 lakh could be imposed if violations are established.
FDA Commissioner Confirms Actor’s Court Move
FDA Commissioner Tukaram Mundhe confirmed that Ajay Devgn had approached the Bombay High Court to challenge the notice.
The regulator has indicated that it will present its arguments before the court when the matter is taken up. The legal proceedings are expected to bring further attention to the rules governing celebrity advertising and indirect brand promotion.
The controversy also comes at a time when regulators are paying closer attention to advertisements involving food products and celebrity endorsements.
What This Means for Celebrity Brand Endorsements
The Vimal Elaichi case raises an important question about the responsibility of celebrities when endorsing products from brands associated with restricted goods.
While companies may advertise legally available products under their brand names, regulators can examine whether such campaigns indirectly promote prohibited products.
The outcome of Ajay Devgn’s legal challenge could become an important development in the debate surrounding surrogate advertising and celebrity accountability in India.
For now, the matter remains a legal dispute, and the final decision will depend on the proceedings before the Bombay High Court.
