The Maharashtra Food and Drug Administration (FDA) has officially issued show cause notices to prominent actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their involvement in promotional campaigns for cardamom under a popular brand identity. The regulatory body alleges that the advertisements indirectly promote prohibited pan masala products through surrogate marketing, raising serious concerns regarding consumer deception and compliance with state food safety laws.
The official communication, dispatched by the FDA’s Greater Mumbai division under the Food Safety and Standards Act of 2006, serves as a direct legal inquiry. Authorities highlighted Section 24 of the Act, which prohibits misleading representations, unfair trade practices, and deceptive promotional strategies related to food items. While the specific commercial features cardamom (elaichi), regulators noted that the widespread usage of the overarching brand name creates a direct mental association with banned pan masala and tobacco-related products in the public sphere. Because the manufacture, storage, distribution, and sale of nicotine and tobacco-infused pan masala remain strictly banned in Maharashtra, the FDA views brand-extension advertising as a potential violation of regional health mandates.
The notice instructs all three endorsers to immediately cease participating in or broadcasting the promotional material and directs the removal of related digital media across platforms under their control. Furthermore, the authority has required the actors to submit documentation within 15 days. The requested submissions include:
formal written explanations clarifying their specific roles and understanding of the product campaign.
Detailed endorsement agreements, campaign briefs, and financial arrangements.
Evidence of independent due diligence conducted prior to agreeing to promote the brand.
Market data verifying whether the endorsed cardamom product exists as an independent entity rather than a surrogate extension.
Failure to deliver a satisfactory response within the designated window could lead to enforcement actions under Section 53 of the Food Safety and Standards Act, which carries financial penalties for entities participating in misleading advertising practices. This scrutiny marks a notable shift in regulatory oversight, establishing stricter accountability standards for high-profile brand endorsers in India.
About the Author
