DIVYA DELHI : Vimal Elaichi makers have approached the Delhi High Court seeking the quashing of notices issued by the Maharashtra Food and Drug Administration (FDA) in connection with advertisements featuring Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff. The matter has brought renewed attention to the controversy surrounding surrogate advertising and the promotion of products associated with pan masala and tobacco brands. The Maharashtra FDA had issued notices in connection with the promotional campaigns, seeking responses from the actors over their association with the brand. The makers of Vimal Elaichi have challenged the FDA’s action before the Delhi High Court, arguing that the notices should be set aside. The legal move comes amid growing scrutiny of celebrity endorsements and the responsibility of public figures when promoting consumer products. Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been prominent faces of Vimal-branded campaigns, making the issue particularly significant in the entertainment and advertising sectors. The case is expected to draw attention to the legal boundaries surrounding surrogate advertising and celebrity endorsements. The Delhi High Court’s proceedings could have wider implications for how such advertisements are regulated and how brands and celebrities respond to regulatory notices.
