Ajay Devgn Challenges Maharashtra FDA Notice Over Vimal Elaichi Ad, Calls It a 'Farce'

Bollywood actor Ajay Devgn has approached the Bombay High Court challenging a notice issued by the Maharashtra Food and Drug Administration (FDA) over his appearance in a Vimal Elaichi advertisement. The actor has reportedly termed the regulatory action a “farce” and an “empty formality”, alleging that the authority had already formed an opinion before seeking his explanation. The controversy revolves around the Vimal Elaichi advertisement, which the Maharashtra FDA suspects could amount to indirect promotion of Vimal Pan Masala, a product prohibited in the state.

The FDA reportedly issued show-cause notices on August 11, 2026, to Ajay Devgn, Shah Rukh Khan and Tiger Shroff over their association with the advertising campaign. The regulator raised concerns that promoting Elaichi under the Vimal brand could indirectly strengthen the visibility of the pan masala product. Devgn has argued that he was engaged only to endorse Vimal Elaichi, a legally available product, and not Vimal Pan Masala. He has questioned the basis of the FDA's action, maintaining that the notice appears to have been issued with a predetermined conclusion.

The actor has also raised concerns about the fairness of the proceedings, arguing that seeking his response serves little purpose if the authority has already decided that the advertisement amounts to surrogate promotion. The dispute has brought the issue of surrogate advertising into the spotlight. Such advertising involves promoting a permissible product under a brand identity associated with another product whose advertising or sale is restricted. Regulators often examine whether such campaigns indirectly maintain the visibility of prohibited products.

The Maharashtra FDA's action reportedly draws on provisions of the Food Safety and Standards Act, 2006, including Section 24, which deals with misleading food advertisements, and Section 53, which provides for penalties relating to misleading advertisements. Devgn has challenged the regulatory action on grounds including procedural fairness and the impact on his professional rights and reputation. He maintains that his endorsement relates to a separate product that is legally available in the market.

The matter is expected to come up before the Bombay High Court on November 4, 2026. The court's proceedings could provide further clarity on the regulatory authority's powers and the legal boundaries surrounding surrogate advertising. The controversy also raises broader questions about the responsibilities of celebrities when endorsing products from brands associated with restricted goods. With regulators increasingly scrutinising advertising campaigns, the case could have implications for actors, advertisers and companies operating in regulated product categories. No final judicial determination on the merits of Devgn's challenge has been reported as of November 3, 2026.

Disclaimer: This image is taken from Hindustan Times.