Ajay Devgn Takes FDA to Bombay High Court Over Vimal Elaichi Notice: "Arbitrary," Says the Actor as Hearing Looms on November 4 -

Shah Rukh Khan and Tiger Shroff got notices too, but Devgn is the first to hit the courtroom button.

MUMBAI: In Bollywood, the “ad break” has just turned into a courtroom drama. Ajay Devgn has moved the Bombay High Court challenging a show-cause notice from the Maharashtra Food and Drug Administration (FDA) over his appearance in ‘Vimal Elaichi’ advertisements, calling the agency’s action arbitrary.

Note: For optimal viewing on mobile devices, rotate the screen.

A division bench of Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is likely to hear the petition on November 4.

What the FDA Alleges

According to the notice, the Vimal Elaichi advertisements amount to surrogate promotion of Vimal Pan Masala, a chewable product banned in Maharashtra. The FDA had earlier claimed the campaign is linked to products such as gutkha and pan masala, which are prohibited in the state. These are the regulator’s allegations at the show-cause stage.

Note: For optimal viewing on mobile devices, rotate the screen.

Similar notices were issued to Shah Rukh Khan and Tiger Shroff, who also appeared in the advertisements. The notice, issued by FDA chief Tukaram Mundhe on August 11, directed the actors to stop participating in the campaign and remove promotional content from their official social media handles. The notices were delivered to Devgn at his Juhu residence and to Khan at Mannat in Bandra, while Shroff received his through his production company.

Devgn’s Argument: “Why Me, Not the Company?”

The core of Devgn’s petition is that the notice was arbitrarily issued to him as an actor and not to the manufacturing company. In simple terms, he is asking why the endorser is being targeted before the brand owner.

The legal fight over who is responsible has been brewing for weeks. The maker of Vimal Elaichi, PB Agro, had already approached the Delhi High Court challenging the notices, and Justice Swarana Kanta Sharma reserved her judgment on whether that court has jurisdiction. The Centre and the Central Consumer Protection Authority (CCPA) argued that the proper forum is the Bombay High Court. The CCPA is separately examining similar allegations about the advertisements and has not issued any direction against the campaign.

The FDA Isn’t Backing Down

On Friday, FDA Commissioner Tukaram Mundhe said proceedings against Khan, Devgn and Shroff for allegedly violating state rules were complete. According to him, the department concluded its investigation and found violations by the actors, and the matter will be referred for adjudication next week.

He also made one point very clear: even though Devgn has approached the High Court, the department would continue its proceedings before the joint commissioner. In other words, the FDA’s clock isn’t stopping unless the court says so.

What Happens in Court on November 4?

(This is our analysis, not confirmed fact.)

The hearing will likely test two big questions. First, can a regulator issue notices to brand endorsers for what it calls surrogate advertising, instead of going after the manufacturer? Second, is the “surrogate” label justified for a product that, according to its makers, is a separate cardamom item?

The notice had asked the actors for documents showing whether Vimal Elaichi is an independent product actually sold in the market or a brand-extension communication meant to promote another product. That evidence question may become the centre of the dispute.

What This Means for Ajay Devgn

1. A legal shield, a PR risk. Going to court lets Devgn challenge the process, but it also keeps the controversy in the headlines. Every hearing date will bring fresh coverage.

2. Brand deals under scrutiny. If the FDA’s view holds, endorsement contracts for similar “brand extension” products could face closer review, which may affect an actor’s commercial pipeline.

3. The stakes are bigger than one ad. A ruling could shape how celebrity endorsements are treated across states with bans on pan masala and gutkha.

What It Means for Shah Rukh Khan and Tiger Shroff

Both actors are part of the same notice, so a Bombay High Court ruling could reshape their position too. One report said Ajay Devgn and Tiger Shroff had submitted responses to the regulator while Shah Rukh Khan had reportedly not yet replied, with a possible fine of up to Rs 10 lakh mentioned in the headline. That position could have changed since, and teams of the actors haven’t commented in the material we reviewed.

The Vimal campaign has also drawn criticism from outside the courtroom, with actor Mukesh Khanna backing the FDA’s notices and asking the actors to apologise to the public. Others in the industry have so far stayed quiet.

What Happens Next

November 4 hearing. The Bombay High Court bench will take up Devgn’s petition. Watch for any interim relief, such as a stay on the FDA’s proceedings.
FDA adjudication. The department says the matter goes to the joint commissioner next week. If the court doesn’t intervene, adjudication could move ahead in parallel.
Delhi High Court ruling. The pending decision on jurisdiction in PB Agro’s petition could influence where the larger dispute is fought.
CCPA inquiry. The central authority’s separate examination could add another layer if it reaches a conclusion.
Industry ripple. Other celebrities with similar endorsements may review their contracts quietly while the cases play out.

Also Read: https://ultapaltakhabar.com/shah-rukh-khans-king-breaks-record-before-release-phars-films-pays-rs-175-crore-for-overseas-rights/

The Bottom Line

What started as a glossy ad has landed three of Bollywood’s biggest names in a regulatory tangle, and Ajay Devgn has now chosen to fight it in court. The FDA says its probe is complete. Devgn says the notice was arbitrary. Between the two sits a simple but weighty question: who answers for a campaign that a regulator calls surrogate, the face on the screen or the company behind it?

November 4 may not settle the matter, but it will tell us which way the wind is blowing. We’ll keep you updated as the case moves forward.

Note: For optimal viewing on mobile devices, rotate the screen.

You May Like: