🔥 WHEN A BRAND DEAL TURNS INTO A LEGAL HEADACHE!
Bollywood’s biggest stars are once again facing the spotlight over pan masala advertising. Shah Rukh Khan, Ajay Devgn and Tiger Shroff have reportedly received show-cause notices from the Maharashtra Food and Drug Administration (FDA) over their involvement in advertisements for Vimal Elaichi.
The Maharashtra FDA has raised concerns that the Vimal Elaichi campaign could amount to surrogate advertising for Vimal Pan Masala, a product that is prohibited in the state. The agency is examining whether the promotional campaign effectively promotes a restricted product through another product marketed under the same brand identity.
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The action comes amid growing scrutiny of celebrity endorsements for products linked to tobacco and other potentially harmful consumption habits. With Bollywood stars commanding millions of followers, their advertisements can have a huge influence on consumer behaviour — especially among younger audiences.
According to reports, the FDA has asked the actors to respond to the notices and remove related promotional content from their social media accounts within the specified period. Reports say the notices invoke provisions related to misleading advertisements and restricted promotions.
But this isn’t the first time these stars have faced questions over pan masala advertising.
In 2025, Shah Rukh Khan, Ajay Devgn and Tiger Shroff were also issued notices by a Jaipur consumer forum over an allegedly misleading Vimal Pan Masala advertisement. The complaint focused on the advertising claim “Daane Daane Mein Hai Kesar Ka Dum”, with the complainant arguing that the claim could mislead consumers.
The latest development has once again sparked a larger conversation: How much responsibility should celebrities have for the products they promote?
Celebrity endorsements are a major part of the advertising industry. A familiar face can instantly make a brand more memorable and trustworthy. But when the product is controversial or potentially harmful, the question becomes more complicated.
For brands, celebrity partnerships can mean massive reach. For celebrities, they can mean lucrative endorsement deals. But for regulators and consumers, the bigger question is whether these advertisements cross the line between promotion and misleading or indirect advertising.
The controversy also highlights the growing importance of surrogate advertising, where a brand promotes a seemingly different product while maintaining the identity and visibility of a restricted product.
For now, the notices are allegations and regulatory proceedings — not a final finding of wrongdoing against the actors. Their responses and the FDA’s further action will determine what happens next.
One thing is clear: Bollywood’s pan masala endorsements are no longer just about glamour and brand deals — they are increasingly becoming a matter of regulation, public health and accountability.