Ajay Devgn Moves Bombay High Court Over Pan Masala Ad Notice, FDA Chief Says Proceedings Will Continue
Bollywood actor Ajay Devgn has approached the Bombay High Court challenging a notice issued by the Maharashtra Food and Drug Administration (FDA) over his appearance in advertisements for Vimal Elaichi. The legal move comes amid an ongoing controversy surrounding allegations that the advertisements indirectly promote Vimal Pan Masala, a product prohibited in Maharashtra.
Maharashtra FDA Commissioner Tukaram Mundhe has confirmed that the department will continue its proceedings in accordance with the law, even though the actor has approached the High Court. The case has now moved to the adjudication stage, with the Joint Commissioner expected to examine the matter and take the next decision.
Ajay Devgn Challenges the FDA Notice
The Maharashtra FDA had issued a show-cause notice to Ajay Devgn over his association with Vimal Elaichi advertisements. The department alleged that the campaign amounted to surrogate advertising for Vimal Pan Masala.
In his petition before the Bombay High Court, Devgn has challenged the action taken against him. According to reports, the actor has argued that the notice was issued to him in his capacity as an actor rather than being directed at the manufacturing company.
The petition places the FDA's action under judicial scrutiny. A division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is likely to hear the matter on November 4, 2026, according to reports.
The legal challenge is separate from the regulatory proceedings being conducted by the Maharashtra FDA. The court will consider the issues raised in the petition, while the department has indicated that its own process will continue unless it receives further directions.
Tukaram Mundhe Says FDA Will Follow the Legal Process
Reacting to Devgn's move, FDA Commissioner Tukaram Mundhe said that the department had already initiated adjudication proceedings and would proceed according to the law.
Mundhe stated that the actor's decision to approach the High Court would not automatically stop the department's ongoing process. He also explained that the initial hearings before the Assistant Commissioner had been completed.
The matter has now been forwarded to the Joint Commissioner, who is the competent authority to take it forward through the adjudication process. This stage will involve examining the matter and deciding on the action, if any, under the applicable legal provisions.
Earlier, on October 30, Mundhe had said that the individuals named in the FDA proceedings had submitted their responses to the notices and requested additional time to present their explanations. The department granted them time as part of the proceedings.
The commissioner's latest remarks indicate that the regulatory process is continuing even as Devgn contests the notice in court.
Why Did the Maharashtra FDA Issue Notices?
The controversy concerns advertisements for Vimal Elaichi featuring Bollywood actors Ajay Devgn, Shah Rukh Khan and Tiger Shroff. The Maharashtra FDA has alleged that the advertisements indirectly promote Vimal Pan Masala through the use of a common brand identity.
The department's concern is related to surrogate advertising. This refers to promotional campaigns in which an advertisement for one product is alleged to create brand recognition for another product that faces advertising restrictions or a ban.
According to the FDA, the Vimal Elaichi advertisements could indirectly promote Vimal Pan Masala because of the association between the products and their branding. The department has maintained that the promotional material needs to be examined under the applicable food safety and advertising regulations.
The FDA had issued notices to the three actors seeking explanations about their association with the campaign. The department also sought information relating to their endorsement arrangements and the products being advertised.
The actors' involvement in the advertisements does not by itself establish a legal violation. The allegations remain subject to the regulatory adjudication process and any judicial examination.
Shah Rukh Khan and Tiger Shroff Also Received Notices
Ajay Devgn is not the only actor named in the controversy. The Maharashtra FDA had also issued notices to Shah Rukh Khan and Tiger Shroff over their appearances in Vimal Elaichi advertisements.
The department sought responses from all three actors regarding their participation in the promotional campaign. According to the FDA commissioner, the individuals named in the proceedings responded to the notices and requested additional time to submit their explanations.
The case has therefore raised questions about the responsibilities of celebrities who endorse products that share branding with restricted goods. The regulatory authority is examining whether the advertisements could amount to indirect promotion of products prohibited in the state.
The proceedings are also drawing attention to the role of advertising agencies, manufacturers and brand promoters in ensuring that promotional campaigns comply with applicable rules.
What Happens Next in the Case?
With the initial hearings before the Assistant Commissioner completed, the matter has been referred to the Joint Commissioner for adjudication. The authority will examine the proceedings and determine the next steps under the relevant legal provisions.
At the same time, Ajay Devgn's petition before the Bombay High Court introduces a separate legal dimension to the dispute. The court's consideration of his arguments could have a bearing on the proceedings, depending on any directions issued.
For now, the Maharashtra FDA has stated that it will continue following the prescribed legal process. No final decision on the allegations against the actors has been announced in the reports available so far.
The Vimal Elaichi advertising controversy has brought celebrity endorsements and surrogate advertising practices into focus. The outcome of the regulatory proceedings and Devgn's legal challenge will determine how the matter progresses.
