2 weeks ago
Khan, Devgn, Shroff told to stop Vimal ads by regulator
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.
Maharashtra's Food and Drug Administration issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal Elaichi advertisements.
The regulator says the campaigns may indirectly promote pan masala products associated with the Vimal brand through surrogate advertising.
The actors have been asked to remove the advertisements from social media and explain their endorsements within 15 days.
India's pan masala market is estimated at around $5 billion, roughly £3.7 billion at the August 17, 2026 exchange rate.
One Vimal advertisement featuring the three stars has reportedly accumulated more than 100 million views on YouTube.
- Who
- Shah Rukh Khan, Ajay Devgn and Tiger Shroff, along with Maharashtra's Food and Drug Administration.
- What
- Show-cause notices were issued over Vimal Elaichi advertisements suspected of being surrogate advertising for the Vimal pan masala brand.
- Where
- Maharashtra, India.
- When
- The notices were issued recently, with the actors given 15 days to respond; the report references the August 17, 2026 exchange rate.
- Why
- The regulator believes the ads keep the Vimal pan masala brand visible despite restrictions on advertising such products.
Regulators and health experts
Advertisers and industry
Surrogate advertising
Regulators and health experts
The Vimal Elaichi ads are a way to keep the Vimal pan masala brand visible despite advertising restrictions, amounting to surrogate advertising.
Advertisers and industry
The advertised cardamom product is legal, and companies have the right to advertise lawful products under familiar brand names.
Health concerns vs. industry value
Regulators and health experts
Products containing tobacco or areca nut are linked to oral cancer, so their brands should not be promoted indirectly.
Advertisers and industry
Pan masala is a major industry valued at around $5 billion, and legal products should not be penalized for brand association.
Celebrity responsibility
Regulators and health experts
Celebrities should not lend their fame to campaigns that keep harmful brands in the public eye.
Advertisers and industry
The actors are endorsing a legal product and have not been accused of directly advertising a prohibited tobacco product.
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











