Bollywood actor Ajay Devgn has approached the Bombay High Court challenging a notice issued by the Maharashtra Food and Drugs Administration (FDA) over his association with Vimal Elaichi advertisements. The regulator suspects that the promotional campaigns could be a form of surrogate advertising for pan masala, a product prohibited in Maharashtra.
The development comes amid increased scrutiny of celebrity endorsements linked to pan masala brands. If found liable, Devgn could face a financial penalty of up to ₹10 lakh under the applicable food safety regulations.
Why Did Maharashtra FDA Issue a Notice to Ajay Devgn?
The controversy dates back to August 11, 2026, when the Maharashtra FDA issued notices to Bollywood actors Ajay Devgn, Shah Rukh Khan and Tiger Shroff over their promotional association with Vimal Elaichi.
The notices were issued under the Food Safety and Standards Act, 2006. The authority asked the actors to stop participating in the advertisements, remove promotional content from digital platforms and provide details of the checks they conducted before endorsing the product.
According to the FDA, the Vimal brand has a strong association with pan masala. Therefore, advertisements promoting Vimal Elaichi could indirectly promote products that are prohibited in Maharashtra.
Actors Deny Promoting Pan Masala
In their responses through legal representatives, the three actors denied endorsing pan masala. They maintained that their advertisements were specifically for cardamom products and not for pan masala or tobacco-related items.
However, the FDA was not satisfied with the explanations. Following an investigation led by Assistant Commissioner (Food) Nasrin Mazumdar, the regulator concluded that the actors could still be held responsible for the promotional campaigns.
The authority also asked them to provide supporting documents, including advertising agreements, campaign details and evidence establishing that Vimal Elaichi is marketed independently of Vimal Pan Masala.
Ajay Devgn Seeks Relief From Bombay High Court
Rather than accepting the FDA’s notice, Ajay Devgn has decided to challenge the action before the Bombay High Court.
FDA Commissioner Tukaram Mundhe confirmed that the actor had approached the court for relief. The department has stated that it will present its position before the court when the matter comes up for hearing.
Meanwhile, the case has progressed to the adjudication stage under the Joint Commissioner. The actors could face penalties of up to ₹10 lakh if they are found to have violated the relevant provisions.
Celebrity Endorsements Under Regulatory Scrutiny
The case highlights growing regulatory attention towards celebrity endorsements in India’s food and advertising industry.
Public figures often play a major role in influencing consumer choices. Regulators are increasingly examining whether advertisements for seemingly different products are being used to indirectly promote restricted or prohibited goods.
The Maharashtra FDA’s action could also influence how celebrities and advertising agencies approach brand endorsements in the future, particularly when a company operates across multiple product categories.
For now, Ajay Devgn’s legal challenge has brought the issue before the Bombay High Court, and the next developments will depend on the proceedings.
