Ajay Devgn, Tiger Shroff respond to FDA over Vimal elaichi surrogate ad probe
Synopsis
Three of Bollywood's biggest names — Ajay Devgn, Tiger Shroff, and Shah Rukh Khan — are under Maharashtra FDA scrutiny for allegedly using a cardamom product ad to run surrogate marketing. Two have responded; the probe hinges on Khan's reply and what regulators find in the fine print of the Advertising and Claims Regulations, 2018.
Key Takeaways
Ajay Devgn and Tiger Shroff have submitted responses to the Maharashtra FDA over the Vimal elaichi surrogate marketing probe.
Shah Rukh Khan's response to the FDA notice remains awaited as of 3 September .
The FDA alleges violations of the Advertising and Claims Regulations, 2018 , involving surrogate marketing of a product under a different product's identity.
The FDA is currently evaluating the submitted responses before deciding on further action.
The investigation is part of a broader food safety enforcement drive by the Maharashtra FDA under IAS officer Tukaram Mundhe .
The Federation of Western India Cine Employees (FWICE) has separately urged the FDA to address food safety violations on film and series sets.
The Food and Drug Administration (FDA) of Maharashtra has received responses from Bollywood actors Ajay Devgn and Tiger Shroff in connection with an ongoing investigation into the alleged surrogate marketing of Vimal elaichi. The response from actor Shah Rukh Khan, who was also served a notice, remains awaited as of 3 September.
The Surrogate Marketing Allegation
The FDA launched a probe into advertisements featuring the three actors, alleging violations of the Advertising and Claims Regulations, 2018. The core allegation is that surrogate marketing was employed — a practice where a product is promoted under the guise of another, effectively circumventing advertising restrictions. Vimal elaichi, a cardamom product, is at the centre of the inquiry, with regulators examining whether the advertisements were used as a front to promote a different product category.
The FDA had issued formal notices to Devgn, Shroff, and Khan seeking clarifications on the claims made in the promotional material. The body is currently evaluating the responses received from the first two actors.
What the FDA Said
According to the FDA, the submitted responses are being reviewed to determine whether the claims made in the advertisements and the manner of product promotion align with applicable regulations. The body has stated that further action will be taken only after the investigation is complete. Shah Rukh Khan's response is still pending, and the probe cannot be concluded until all three submissions are in hand.
Maharashtra FDA's Broader Crackdown
The investigation is part of a wider enforcement push by the Maharashtra FDA under IAS officer Tukaram Mundhe. The body has been conducting rigorous inspections across food establishments in the state, setting stringent food safety benchmarks. Food vendors across Maharashtra have reportedly overhauled their preparation and storage practices to avoid penalties, including the permanent closure of outlets, following documented lapses.
Notably, the Federation of Western India Cine Employees (FWICE) has separately written to the FDA urging action on food safety violations on film and series sets, highlighting concerns about the welfare of on-set workers — a signal that the FDA's mandate is being tested across sectors of the entertainment industry.
What Happens Next
The FDA will assess all three responses before determining whether regulatory action is warranted against the actors or the brand. The outcome could set a precedent for how celebrity endorsements of products alleged to involve surrogate advertising are treated under Indian food and drug law. The entertainment industry will be watching closely, given the widespread practice of celebrity-led brand promotions in India.
Point of View
And the Vimal elaichi case may be the most high-profile test of whether the Advertising and Claims Regulations, 2018 have real teeth. The outcome will matter beyond Bollywood: if the FDA acts against established names, it could reshape how brands structure celebrity deals for products in legally grey advertising territory. The fact that Shah Rukh Khan's response is still pending keeps the probe's most-watched element unresolved.
NationPress
3 Sept 2026
Frequently Asked Questions
What is the FDA's probe against Ajay Devgn, Tiger Shroff, and Shah Rukh Khan about?
The Maharashtra FDA is investigating whether advertisements featuring the three actors for Vimal elaichi constitute surrogate marketing — a practice where one product is promoted under the cover of another to bypass advertising restrictions. The probe is being conducted under the Advertising and Claims Regulations, 2018.
Have Ajay Devgn and Tiger Shroff responded to the FDA notices?
Yes, both Ajay Devgn and Tiger Shroff have submitted their responses to the FDA. The body is currently examining those responses to determine whether the advertisements comply with applicable regulations.
Why is Shah Rukh Khan's response still awaited?
Shah Rukh Khan was also issued a formal notice by the FDA but had not submitted his response as of 3 September. The investigation cannot be concluded until all three actors' submissions are reviewed.
What is surrogate marketing and why is it regulated?
Surrogate marketing involves promoting a restricted or regulated product — such as tobacco or alcohol — by advertising a different product under the same brand name or imagery. Indian regulations, including the Advertising and Claims Regulations, 2018, prohibit this practice to prevent indirect promotion of harmful products.
What action could the FDA take after completing the investigation?
The FDA has stated it will decide on further action only after examining all responses and completing the investigation. Potential outcomes could include penalties or other regulatory measures against the actors or the brand, depending on whether violations of the Advertising and Claims Regulations, 2018 are established.
