Ajay Devgn Moves Bombay High Court Over Maharashtra FDA Notice On Vimal Elaichi Ads – Outlook India

ABOUT USCONTACT USCOPYRIGHT & DISCLAIMERSubscriptionBuy Latest Issuefollow usAjay Devgn has challenged the Maharashtra FDA show-cause notice in the Bombay High Court. The notice alleges that pan masala advertisements amounted to surrogate promotionAjay Devgn has challenged the Maharashtra FDA show-cause notice in the Bombay High Court.Devgn has argued that the agency acted arbitrarily by targeting him as an actor rather than the manufacturing company.FDA Commissioner Tukaram Mundhe said proceedings against Devgn, Shah Rukh Khan and Tiger Shroff were complete.Ajay Devgn has approached the Bombay High Court to challenge a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA) over his role in Vimal Elaichi advertisements, calling the move arbitrary, PTI reported.The notice says the campaign amounts to surrogate promotion of Vimal Pan Masala, a chewable product banned in Maharashtra.The case adds to scrutiny of celebrity endorsements linked to products that regulators allege are promoted through surrogate advertising. The FDA has also sent similar notices to Shah Rukh Khan and Tiger Shroff, who appeared in the same campaign.By Outlook Entertainment DeskDevgn’s plea argues that the notice wrongly targeted him as an actor instead of the company that makes the product. The High Court challenge turns on which party should answer for the campaign.A division bench of Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is expected to hear Devgn’s petition on November 4.Tukaram Mundhe Tells Paan Masala Endorsers: ‘Let Your Children Consume It First’Shah Rukh Khan, Ajay Devgn And Tiger Shroff Respond To Maharashtra FDA Notices In Vimal Elaichi Ad CaseVimal Ad Controversy: FDA Chief Tukaram Mundhe Says Shah Rukh, Ajay Devgn, Tiger Shroff Are ‘Violators Of Law’Delhi HC To Pass Order On Monday On Vimal Elaichi Makers’ Plea Seeking To Quash Show-Cause Notices Against ActorsThe FDA said the campaign promoted a banned pan masala product by proxy. It also alleged that the brand was tied to gutkha and pan masala sales, both barred in Maharashtra.Similar notices were also issued to Shah Rukh Khan and Tiger Shroff. All three actors had appeared in the advertisements that drew the regulator’s attention.The notices sought an explanation from Khan, Devgn and Shroff on their roles as brand endorsers.By Garima DasThe FDA says its probe is finished. On Friday, October 30, 2026, FDA Commissioner Tukaram Mundhe said proceedings against Khan, Devgn and Shroff for alleged breaches of State rules were complete.Mundhe said the probe was over and the actors had breached state rules. He added that the case would go for adjudication next week.The commissioner also said the department would continue its case before the joint commissioner even after Devgn moved the High Court.Read all the latest breaking news on Outlook India and stay updated with top stories from India, Entertainment, Education, and around the world.Click/Scan to SubscribeAdvertisementAdvertisementAdvertisementAdvertisementWe care about your data in our privacy policy.Copyright © 2026 Outlook Publishing India Pvt. Ltd.Copyright © 2026 Outlook Publishing India Pvt. Ltd.source