Bollywood actor Ajay Devgn has approached the Bombay High Court challenging a show-cause notice issued by Maharashtra’s Food and Drug Administration (FDA) Commissioner Tukaram Mundhe over his appearance in Vimal Elaichi commercials. The petition is scheduled to be heard by a division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna.
The case centres on allegations that Vimal Elaichi advertising serves as a surrogate promotion for Vimal Pan Masala, a chewable tobacco product banned under Maharashtra regulations. The FDA has also issued notices to Shah Rukh Khan and Tiger Shroff for their association with the campaign.
In his petition, Devgn has questioned the basis of the regulatory action, arguing that responsibility for statutory violations should lie with the product’s manufacturing company rather than celebrity endorsers. The plea describes the notice as arbitrary and challenges the decision to hold actors accountable for their participation in the advertisements.
FDA Commissioner Tukaram Mundhe has stated that the department’s investigations into the three actors have been completed. The FDA concluded that statutory violations had occurred and plans to refer the matter to the joint commissioner for formal adjudication, even as the High Court considers Devgn’s petition.
The dispute brings celebrity endorsement accountability into focus, raising questions about where responsibility lies when brand advertising is alleged to promote a restricted product through a related offering. Its outcome could have implications for how regulators approach surrogate advertising and the role of public figures in campaigns.
