Ajay Devgn Moves Bombay High Court Over FDA Notice in Vimal Elaichi Ad Controversy

Bollywood actor Ajay Devgn has approached the Bombay High Court challenging a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA) over his appearance in advertisements for Vimal Elaichi, bringing the controversy surrounding celebrity endorsements and alleged surrogate advertising into the legal spotlight.

In his petition, Devgn has argued that the FDA’s action was arbitrary, questioning why the notice was issued to him as an actor instead of being directed at the manufacturing company responsible for the product. The matter is likely to come up for hearing before a division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna on November 4.

The FDA had alleged that advertisements promoting Vimal Elaichi indirectly amounted to surrogate advertising for Vimal Pan Masala, a chewable product prohibited in Maharashtra. The department claimed that the campaign was effectively promoting pan masala products despite restrictions on their sale.

Devgn is not the only Bollywood star facing action over the campaign. The FDA had also issued notices to Shah Rukh Khan and Tiger Shroff, who appeared in the advertisements.

The legal challenge comes as the FDA has already completed its investigation into the alleged violations. On Friday, FDA Commissioner Tukaram Mundhe said proceedings against the three actors had been completed and that the matter would be referred for adjudication next week.

Mundhe also clarified that Devgn’s decision to approach the High Court would not stop the department from continuing its proceedings before the joint commissioner.

The case could bring renewed attention to the responsibilities of celebrities endorsing consumer brands, particularly when advertisements are alleged to promote products restricted or prohibited under state laws. The upcoming court hearing will be an important development in the dispute.