Ajay Devgn Fights FDA Notice in Bombay HC Over Rs 10 Lakh Penalty
Actor has filed a Bombay High Court petition challenging the Maharashtra FDA's show-cause notice over his Vimal Elaichi ad; hearing is set for November 4.
Ajay Devgn is not waiting to see how the Maharashtra Food and Drug Administration’s show-cause notice plays out. On October 30, the actor petitioned the Bombay High Court to challenge the notice he received over his Vimal Elaichi advertisement.
What Ajay’s petition argues
According to Bar & Bench, the actor has questioned the constitutionality of the FDA regulation behind the notice. His larger push is also procedural: why was the show-cause sent to him personally rather than to the company that makes the product? Ajay has reportedly said he should not be part of the proceedings because he is no longer associated with the brand.
The petition is expected to be heard on November 4 by a division bench of Chief Justice Mahesh C. Tripathi and Justice Advait Sethna.
The FDA’s side
Maharashtra FDA Commissioner Tukaram Mundhe said at a press conference in Mumbai on Friday that proceedings against Ajay Devgn, Shah Rukh Khan and Tiger Shroff had been completed. All three actors had responded to the notices, and the department said it found violations. He also clarified that Ajay’s move to the High Court would not stop the FDA from taking further action.
Why the Vimal Elaichi ad is under scrutiny
The regulator’s objection is that the advertisement presented Vimal as cardamom, but the brand is closely associated with pan masala. The FDA alleged that the campaign indirectly promoted Vimal Pan Masala, which is prohibited in Maharashtra. That is the core of what regulators describe as surrogate advertising: promoting a restricted product through a legal extension that keeps the parent brand visible.
On August 11, 2026, the FDA sent notices asking the three actors to:
- Stop participating in the Vimal Elaichi campaign
- Remove promotional posts from social media
- Share details of their endorsement agreements and the checks they did before signing
The notices referred to Sections 24 and 53 of the Food Safety and Standards Act, 2006, which deal with misleading advertisements and penalties. A misleading food advertisement can attract a penalty of up to Rs 10 lakh.
Why this matters for Bollywood fans
This is not the first time the Vimal campaign has put a star in a tight spot. Akshay Kumar faced backlash over the same brand in 2022, apologised and later withdrew from the endorsement. The pattern shows that big celebrity faces are now being treated as active participants in how a product is sold, not just hired talent.
The stakes go beyond one campaign. Maharashtra has been firm on pan masala advertising, and celebrity faces are often the most visible part of the campaign. When a regulator sends a notice to the actor rather than only to the company, it treats fame as part of the marketing machinery.
For talent managers and actors, the practical checklist is straightforward: examine the parent brand’s full product line, keep written due diligence, and read the fine print before posting. That is exactly the kind of documentation the FDA has asked to see. The hearing on November 4 will show whether the court sees Ajay’s argument about personal liability as strong enough to pause the FDA’s action.
Source: Bollywood Bubble
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