Ajay Devgn knocks on Bombay High Court's doors regarding Vimal Elaichi ad

Bollywood actor Ajay Devgn has filed a petition in the Bombay High Court challenging the show-cause notice issued by the Maharashtra Food and Drug Administration (FDA) for appearing in 'Vimal Elaichi' advertisements. Ajay Devgn has termed this action by the agency as arbitrary. According to a report by The Hindu, Ajay Devgn's petition is likely to be heard on 4 November by a joint bench of Chief Justice Mahesh Chandra Tripathi and Justice Advait Seth.

The notice issued to Ajay Devgn by the FDA alleges that the 'Vimal Elaichi' advertisements are a surrogate promotion for 'Vimal Pan Masala'. Vimal Pan Masala is a chewable product that is banned in the state of Maharashtra. According to a report by The Times of India, these actors will have to withdraw their advertisements and disclose their endorsement contracts, as Vimal Pan Masala is considered a banned tobacco product in the region.

Ajay Devgn's petition clearly stated that this notice was arbitrarily issued to him as an actor instead of the manufacturing company. Not only Ajay Devgn, but Shah Rukh Khan and Tiger Shroff have also been issued similar notices in this matter as they also appeared in these advertisements. The FDA had earlier claimed that the 'Vimal Elaichi' campaign amounts to surrogate advertising for banned pan masala products. The agency also alleged that this brand is associated with the sale of gutkha and pan masala, which are banned in Maharashtra.

FDA Commissioner Tukaram Mundhe stated on Friday, 30 October 2026, that the proceedings against Khan, Devgn, and Shroff for allegedly violating state regulations have been completed. According to a report by NDTV, the department has completed its investigation and found that the actors violated the regulations. Mundhe further added that this matter will be referred for a judicial decision next week. However, Mundhe stated that even though Ajay Devgn has approached the High Court, the department will continue its proceedings before the Joint Commissioner.

The core issue in this entire controversy is that products that are legally banned in Maharashtra have been promoted through Vimal Elaichi advertisements. According to the FDA, banned pan masala has been indirectly promoted through these advertisements. The upcoming hearing in the High Court will now determine whether the actors can be held directly responsible for such advertisements.