Maharashtra Food and Drug Administration Commissioner Tukaram Mundhe warned that no individual or entity involved in the Vimal tobacco brand’s advertising campaign will escape accountability, following the issuance of formal notices to Bollywood actors Shah Rukh Khan and Ajay Devgn for their participation in the controversial advertisements.
Mundhe emphasized that responsibility extends across the entire promotional chain, including celebrities, advertising agencies, and brand managers. “Everybody across the chain is responsible. It applies to all,” he stated, underscoring the state’s intent to enforce strict compliance with tobacco advertising regulations.
The notices were issued under provisions of the Cigarettes and Other Smoking Products Rules, 2004, which prohibit direct or indirect promotion of tobacco products through surrogate advertising. Vimal, marketed as a “herbal” product, has faced repeated allegations of being a front for tobacco sales, particularly after its high-profile campaigns featuring top-tier Indian celebrities.
Analysis: The Maharashtra FDA’s decision to target A-list actors marks a significant escalation in regulatory enforcement against surrogate advertising. By holding celebrities personally liable, the state is signaling that fame and influence do not insulate public figures from legal consequences when promoting products suspected of violating public health laws. Legal experts suggest that this move could set a precedent for future cases involving celebrity endorsements of controversial brands, especially those operating in legally ambiguous spaces.
What Happened
The Maharashtra Food and Drug Administration (FDA) issued notices to Shah Rukh Khan and Ajay Devgn on June 15, 2026, for their roles in promoting Vimal, a brand widely believed to be a surrogate for tobacco products. The actors appeared in a series of advertisements that were broadcast on national television and published across digital platforms earlier this year.
Commissioner Mundhe confirmed that the notices were served in accordance with Rule 110 of the Cigarettes and Other Smoking Products Rules, 2004, which bars the promotion of tobacco products through any medium, including films, sports sponsorships, and celebrity endorsements. He further noted that the FDA is investigating whether Vimal’s marketing strategy constitutes a deliberate attempt to circumvent anti-tobacco laws by positioning itself as a “herbal” or “natural” alternative.
“The use of celebrities to legitimize products that may be harmful to public health is a serious concern,” Mundhe said. “We are committed to ensuring that all stakeholders—brands, agencies, and endorsers—are held accountable.”
The Vimal brand has previously drawn criticism from health activists and government bodies for its aggressive marketing tactics. In 2025, the central government had issued advisories to television channels and streaming platforms to restrict Vimal advertisements, citing concerns over misleading claims about the product’s safety profile.
Why It Matters
This development reflects a broader crackdown on surrogate advertising in India, particularly in sectors where regulatory oversight has historically been lax. The involvement of two of Bollywood’s most bankable stars has brought renewed attention to the ethical and legal implications of celebrity endorsements in the tobacco and wellness industries.
India is home to the world’s largest population of tobacco users, with over 240 million adults consuming some form of tobacco, according to the Global Adult Tobacco Survey. The World Health Organization has repeatedly urged countries to strengthen enforcement of anti-tobacco advertising laws, including provisions targeting indirect promotion through surrogate brands.
Analysis: By targeting high-profile celebrities, the Maharashtra FDA is leveraging public visibility to amplify its message about regulatory compliance. This strategy not only increases deterrence but also places pressure on other endorsers to conduct due diligence before associating with brands operating in gray areas. However, legal scholars caution that the effectiveness of such measures depends on consistent enforcement and clear guidelines defining liability for intermediaries.
Background and Context
Vimal first entered the Indian market in 2023, positioning itself as a “100% herbal” chewing tobacco substitute. Despite its branding, the product has been linked to several health complaints, prompting investigations by state health departments. The brand’s rise coincides with a surge in celebrity-driven marketing campaigns across India’s fast-moving consumer goods sector, where star power often overshadows product transparency.
Shah Rukh Khan and Ajay Devgn have been associated with Vimal since late 2024, appearing in commercials that depict the product as a lifestyle choice rather than a health risk. Their involvement reportedly commanded multi-crore-rupee contracts, highlighting the financial stakes for both parties.
The Maharashtra FDA’s action follows a pattern of increasing scrutiny toward surrogate advertising. In 2022, the Advertising Standards Council of India (ASCI) had flagged multiple campaigns for misleading claims, though enforcement remained limited. More recently, the Ministry of Health and Family Welfare issued updated guidelines requiring pre-certification of advertisements for products classified under tobacco control laws.
Legal experts note that while celebrities are not directly regulated by the FDA, they can be held liable under consumer protection statutes if their endorsements are found to be misleading or harmful. “The law recognizes that influencers and endorsers play a material role in shaping consumer perception,” said advocate Priya Sharma, who specializes in media law. “Holding them accountable sends a strong signal to the industry.”
What to Watch Next
The outcome of the notices issued to Shah Rukh Khan and Ajay Devgn will likely influence how other celebrities approach endorsement deals with controversial brands. Both actors have yet to issue public statements regarding the matter, though sources close to them indicate that legal counsel is being consulted.
The Maharashtra FDA is expected to file formal charges within the next 30 days, potentially leading to fines or temporary bans on the actors’ involvement in similar campaigns. Meanwhile, Vimal’s parent company, AVA International, has reportedly initiated internal reviews of its marketing practices and is exploring options to reframe its brand messaging.
Analysts predict that the case may prompt a wave of regulatory actions across other states, especially those with pending complaints against surrogate advertisers. The central government is also considering amendments to the Cigarettes and Other Smoking Products Rules to expand the definition of prohibited advertising, potentially encompassing digital influencers and social media promotions.
Additionally, industry bodies such as the Federation of Indian Chambers of Commerce & Industry (FICCI) are expected to issue new guidelines for corporate compliance in endorsement agreements. These developments could reshape the landscape for celebrity branding in India, forcing greater alignment between commercial interests and public health objectives.
Conclusion
The Maharashtra FDA’s decision to issue notices to Shah Rukh Khan and Ajay Devgn represents a pivotal moment in the ongoing battle against surrogate advertising and tobacco promotion. By asserting that “nobody will be spared,” Commissioner Tukaram Mundhe has reinforced the principle that public influence carries commensurate responsibility.
While the legal proceedings are still in their early stages, the implications extend far beyond individual culpability. This case underscores the need for robust regulatory frameworks that protect consumers from deceptive marketing practices, particularly in sectors where health risks are downplayed or obscured.
As India grapples with rising tobacco-related deaths and aggressive corporate campaigns, the role of celebrities in legitimizing questionable products has come under intense scrutiny. Whether this enforcement action leads to lasting change will depend on the consistency of regulatory follow-through and the willingness of public figures to exercise greater caution in their commercial partnerships.
For now, the message from Maharashtra is clear: in matters of public health, even the brightest stars are not above the law.
Sources:
– Hindustan Times, “‘Nobody will be spared’: Tukaram Mundhe after Maharashtra FDA notices to SRK, Ajay Devgn over Vimal ad”, https://www.hindustantimes.com/india-news/tukaram-mundhe-after-maharashtra-fda-notices-to-srk-ajay-devgn-over-vimal-ad-nobody-will-be-spared-101786976446288.html
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Story synopsis gathered from: Hindustan Times – India News — source
