Mumbai: HL October 01, 2026
Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has stepped up his criticism of celebrity endorsements linked to pan masala and gutka, saying that fame cannot place anyone above the law.
The remarks come amid the Maharashtra FDA’s action against Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a Vimal Elaichi advertisement. The regulator has alleged that the campaign amounts to surrogate or indirect promotion of Vimal Pan Masala, which is prohibited in Maharashtra.
Mundhe has repeatedly stressed that celebrities have a responsibility to consider the wider consequences of products they endorse. In a recent public remark, he questioned the logic of promoting products that celebrities would not want themselves or their families to consume. His message was particularly directed at the influence that popular actors have over young audiences.
“Influence Is Not Immunity”
In a September 23 post, Mundhe wrote that “Influence is not immunity”, stressing that artists, like everyone else, must respect the law and recognise the responsibility associated with endorsing products and behaviours that can influence public choices. He also said that public health should not become secondary when celebrity influence is used to promote food products.
The FDA had issued show-cause notices to the three actors on August 11, asking them to explain their role in the Vimal Elaichi campaign and provide supporting documents. The notices also directed them to stop appearing in the advertisement.
FDA Proceedings Continue
The latest developments indicate that the matter is still under regulatory consideration. Recent reports said that all three actors have responded to the FDA notices, while two reportedly requested hearings that have since taken place. The department is considering further action.
Mundhe has also maintained that the FDA’s action is not restricted to celebrities and that manufacturers, sellers and endorsers can all face scrutiny under applicable food-safety regulations.
The dispute has also raised broader questions about surrogate advertising, in which a product such as elaichi is promoted under branding associated with a restricted or prohibited product. The Maharashtra FDA says the Vimal Elaichi campaign creates an association with the Vimal Pan Masala brand.
For the actors, however, the notices are regulatory proceedings and allegations rather than a final finding of liability. The FDA’s further action will depend on the responses, hearings and applicable legal provisions.
