Maharashtra’s food safety authorities have issued formal warnings to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, demanding they address their involvement in surrogate advertising. The state’s Food and Drug Administration (FDA) issued the notice over the weekend, alleging that the actors are promoting Vimal-branded cardamoms to maintain consumer recognition for a prohibited betel nut mix, known as pan masala. These small 3.5-rupee ($0.0366) packets are widely considered harmful, particularly when combined with tobacco.
The FDA notice explicitly states that the use of the brand’s identity serves to reinforce awareness of the banned product. The agency has requested a formal explanation from the three actors within 15 days. One specific advertisement featuring the trio in a festive saffron-throwing scene has already garnered 106 million views on YouTube. Representatives for the actors, as well as the brand’s owner, Vishnu & Company Trademarks, have not yet responded to requests for comment regarding the regulatory action.
This crackdown coincides with a broader enforcement drive led by Maharashtra’s new food safety chief, who has gained significant social media attention for suspending licenses at various local restaurants and international chains. Last week, the state shuttered 12 warehouses belonging to major grocery retailers and closed four Domino’s outlets due to poor hygiene standards. The ongoing scrutiny of surrogate advertising follows reports from 2024 that India was drafting stricter regulations to curb practices used by liquor companies to promote brands via music CDs or glassware, though those rules remain pending.
The health implications of the pan masala industry are significant, with experts linking the product to oral fibrosis and subsequent oral cancer. Industry data indicates that the Indian pan masala market reached an estimated value of $5 billion last year. The state’s intervention highlights the ongoing tension between celebrity-endorsed marketing and public health initiatives aimed at curbing the consumption of hazardous substances. The report also notes that last week, the state shut four Domino’s stores and 12 warehouses of big grocery giants.
Comments