Vimal Elaichi Ad Row: Ajay Devgn Challenges Maharashtra FDA Notice in Bombay High Court

Vimal Elaichi Ad Row: Ajay Devgn Moves Bombay High Court Against FDA Notice Over Alleged Surrogate Promotion of Banned Pan Masala

The Vimal Elaichi Ad Row has taken a fresh legal turn after Bollywood actor Ajay Devgn approached the Bombay High Court challenging a notice issued by the Maharashtra Food and Drug Administration (FDA). The controversy revolves around advertisements for Vimal Elaichi, which the FDA alleges indirectly promote Vimal Pan Masala, a product prohibited in Maharashtra. Devgn has challenged the action, arguing that the notice was wrongly issued to him in his capacity as an actor rather than to the manufacturing company. The matter is expected to be heard by the Bombay High Court on November 4, 2026. The controversy also involves Bollywood actors Shah Rukh Khan and Tiger Shroff, who have received similar notices from the regulatory authority.

Why Has Ajay Devgn Approached the Bombay High Court?

Ajay Devgn has filed a petition before the Bombay High Court challenging the show-cause notice issued by the Maharashtra FDA over his appearance in Vimal Elaichi advertisements.

According to his petition, the regulatory authority should have directed its action towards the company responsible for manufacturing and marketing the product instead of targeting him as a brand ambassador.

Devgn has also reportedly argued that the FDA had already formed an opinion about the alleged violation before giving him an opportunity to explain his position.

His legal challenge raises an important question about the extent to which celebrities can be held responsible for advertisements of products they endorse, particularly when regulators suspect that the campaign indirectly promotes a prohibited product.

What Is the Vimal Elaichi Advertisement Controversy?

The controversy concerns advertisements promoting Vimal Elaichi, a chewing cardamom product associated with the Vimal brand.

The Maharashtra FDA alleges that the advertisement’s presentation, branding, dialogues and overall promotional approach create an association with Vimal Pan Masala.

According to the regulator, this could amount to surrogate advertising for a product prohibited in Maharashtra.

Surrogate advertising refers to a marketing technique in which a company promotes a permitted product using branding, names or visual elements associated with another product whose advertising is restricted or prohibited.

The FDA believes that promoting Vimal Elaichi under the same brand identity could indirectly increase awareness of the prohibited pan masala product.

However, whether the advertisement legally qualifies as surrogate promotion remains a matter under regulatory and judicial consideration.

Why Did Maharashtra FDA Issue Notices to Shah Rukh Khan and Tiger Shroff?

Ajay Devgn is not the only Bollywood celebrity facing regulatory scrutiny over the Vimal Elaichi campaign.

The Maharashtra FDA also issued show-cause notices to Shah Rukh Khan and Tiger Shroff for their association with the advertisements.

The notices asked the actors to explain their involvement in the promotional campaign and provide relevant information about their endorsement agreements.

The authority also sought details about advertising agencies, payments, promotional arrangements and the platforms where the advertisements were published or broadcast.

The FDA referred to provisions of the Food Safety and Standards Act, 2006, particularly Section 24, which deals with misleading food advertisements, and Section 53, which provides penalties for misleading advertisements.

The regulator also referred to the Food Safety and Standards (Advertising and Claims) Regulations, 2018.

Tukaram Mundhe Says FDA Proceedings Will Continue

Maharashtra FDA Commissioner Tukaram Mundhe has maintained that the department will continue its proceedings in accordance with the law.

Speaking about the developments, Mundhe stated that the adjudication process had already begun despite Ajay Devgn approaching the Bombay High Court.

He also indicated that the initial hearings before the Assistant Commissioner had been completed and that the matter had been forwarded to the Joint Commissioner for further consideration.

According to reports published on November 1, the FDA had completed its proceedings against the three actors and would continue the process through the designated authorities.

This means that Devgn’s decision to challenge the notice in court has not automatically brought the regulatory proceedings to an end.

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Bombay High Court Hearing Scheduled for November 4

The Bombay High Court is expected to hear Ajay Devgn’s petition on November 4, 2026.

A division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is expected to consider the matter.

The petition raises questions about the legality of issuing a show-cause notice directly to a celebrity endorser rather than addressing the manufacturing company.

The court’s consideration could provide clarity on the regulatory authority’s powers and the responsibilities of celebrities participating in advertisements for products linked to restricted categories.

However, the court has not yet delivered a final decision on the merits of Devgn’s challenge or the FDA’s allegations.

Delhi High Court Had Earlier Rejected the Manufacturer’s Plea

The controversy had already witnessed an important legal development in September 2026.

The manufacturer, P.B. Agro LLP, had approached the Delhi High Court seeking to challenge the FDA notices issued to the brand ambassadors.

However, the Delhi High Court dismissed the petition on September 14, 2026, on grounds of territorial jurisdiction.

The court observed that the regulatory action originated from Maharashtra and that courts in Maharashtra were the more appropriate forum for addressing the dispute.

Importantly, the dismissal was not a final ruling establishing whether the Vimal Elaichi advertisement constituted surrogate advertising.

What Could the Vimal Elaichi Ad Row Mean for Celebrity Endorsements?

The ongoing controversy could have wider implications for celebrity advertising and brand endorsements in India.

Celebrities frequently promote products across food, fashion, lifestyle and other consumer categories. However, this case highlights the importance of understanding the nature of the product, its branding and the regulatory requirements before participating in promotional campaigns.

The Consumer Protection Act, 2019, also contains provisions concerning misleading advertisements and the responsibilities of endorsers.

The outcome of the legal proceedings may help clarify how regulators approach celebrity endorsements when a permitted product is allegedly used to promote a restricted product indirectly.

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Conclusion: Vimal Elaichi Ad Row Takes a New Legal Turn

The Vimal Elaichi Ad Row has entered another important phase after Ajay Devgn challenged the Maharashtra FDA’s notice before the Bombay High Court. With similar notices issued to Shah Rukh Khan and Tiger Shroff, the controversy has attracted significant attention across Bollywood and the advertising industry.

While Devgn has questioned the legal basis of the action against him, the FDA maintains that it will proceed according to the law. The November 4 hearing is expected to bring further developments in the case.

For now, the final outcome will depend on the court’s examination of the petition, the regulator’s powers and the arguments presented by the parties involved. Stay connected with One World News for the latest Bollywood news, celebrity updates and legal developments.

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