2 weeks ago

Khan, Devgn, Shroff told to stop Vimal ads by regulator

Khan, Devgn, Shroff told to stop Vimal ads by regulator
Shah Rukh Khan and two Bollywood stars told to stop Vimal ads amid $5 billion pan masala controversy · easterneye.biz

Three very famous movie stars in India made advertisements for a cardamom product called Vimal Elaichi.

The food safety office in Maharashtra, a state in India, thinks these ads are secretly helping people remember a brand that also sells pan masala.

Pan masala is a product that can contain tobacco or areca nut, which doctors say can be very bad for your health.

Because of that, pan masala is not allowed to be advertised openly.

The office sent letters to the three stars asking them to explain why they made the ads and to take them down within 15 days.

The stars have not said anything about the letters yet.

One of the advertisements, where the stars throw saffron powder at each other, has been watched more than 100 million times on YouTube.

This kind of advertising is called surrogate advertising, and it has been a big debate in India for a long time.

The case is still early, and the stars now have to decide how to respond.

Key facts

Regulator
Maharashtra Food and Drug Administration
Actors notified
Shah Rukh Khan, Ajay Devgn, Tiger Shroff
Product advertised
Vimal Elaichi (cardamom)
Response deadline
15 days
India pan masala market value
Around $5 billion (roughly £3.7 billion)
YouTube views on one ad
Over 100 million
Current stage
Show-cause notices

Sources

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