Maharashtra's Food and Drug Administration has sent a show cause notice each to Ajay Devgn, Tiger Shroff, and Shah Rukh Khan for their involvement in a Vimal Elaichi advertisement. In the notice, the FDA claims that the commercial uses the surrogate advertising method for the company's pan masala, which is banned in Maharashtra. In 15 days of receiving the notice, each of them will have to write a letter detailing their specific role in the commercial and explaining why it does not deserve litigation.

The move comes as part of the organisation's effort to curb the trade, promotion, and consumption of pan masala and tobaco in Maharashtra. According to the administration, the commercial creates a connection to Vimal Pan Masala, and it could mean its indirect endorsement according to the 2006 Food Safety and Standards Act.

The regulator argued that the dialogue, presentation, product, and market-related context in the advertisement cause a grave concern regarding whether it leads to surrogate or indirect advertisement of a banned tobacco-related item. This is the first instance in which the organisation has examined surrogate advertising.

Ajay Devgn, Tiger Shroff, and Shah Rukh Khan took part in the commercial as the brand's endorsers.

This is not the first time Shah Rukh's participation in product advertisement has come under scrutiny. In an old interview, Karan Thapar asked the superstar about his involvement in soft drink advertisements, raising the health minister's concern over it. Back then, the minister argued against celebrities, such as SRK, being involved in these advertisements, citing the potential harmful effects of soft drinks.

In response, Shah Rukh asked for a ban on those products. "Don't let it sell in our country. If smoking is bad, don't let production of cigarettes go on in this country. If you think cool drinks are bad, do not let them.. if it's poising our people, do not let it be made," Shah Rukh said at the time.