Highlights
- Ajay Devgn has approached the Bombay High Court challenging a show-cause notice issued by the Maharashtra Food and Drug Administration over his Vimal Elaichi advertisements.
- The actor has argued that the notice was arbitrarily issued to him rather than the manufacturing company.
- Shah Rukh Khan and Tiger Shroff have also received similar notices over their association with the brand.
Bollywood actor Ajay Devgn has taken the controversy surrounding Vimal Elaichi advertisements to the Bombay High Court, challenging a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA).
The actor has argued that the notice was arbitrarily issued to him in his capacity as an actor rather than being directed at the manufacturing company. His petition challenges the FDA's action over advertisements for Vimal Elaichi, which the department alleges amount to surrogate promotion of Vimal Pan Masala, a chewable product banned in Maharashtra.
A division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is likely to hear Devgn's petition on November 4.
Why Ajay Devgn is challenging the FDA notice
According to the notice issued to Devgn, the Vimal Elaichi advertising campaign indirectly promotes Vimal Pan Masala, which is prohibited in Maharashtra.
The FDA has alleged that the brand's association with the sale of gutkha and pan masala makes its advertisements a form of surrogate promotion for prohibited products. Devgn's petition argues that the authorities should have issued the notice to the manufacturing company instead of holding him responsible as an actor appearing in the advertisements.
The case comes amid wider scrutiny of celebrity endorsements linked to the brand.
Shah Rukh Khan and Tiger Shroff also face scrutiny
Actors Shah Rukh Khan and Tiger Shroff have also received similar notices from the Maharashtra FDA over their appearances in Vimal Elaichi advertisements.
FDA Commissioner Tukaram Mundhe said on Friday that the proceedings against Khan, Devgn and Shroff for allegedly violating state rules had been completed. The department's investigation found violations by the actors, Mundhe said, adding that the matter would be referred for adjudication the following week.
Despite Devgn approaching the High Court, Mundhe confirmed that the FDA would continue its proceedings before the joint commissioner. The Bombay High Court hearing on November 4 is expected to bring further clarity to Devgn's challenge against the notice.
