Our Bureau
Mumbai
Actor Mukesh Khanna has backed the Maharashtra Food and Drug Administration’s reported action against Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their association with a Vimal Elaichi advertisement, urging the celebrities to apologise for promoting the product.
The development has renewed debate over the responsibility of celebrities who endorse products consumed or used by large audiences. The FDA notices reportedly relate to the advertisement featuring the three actors and the promotion of the Vimal brand.
Khanna, known for his portrayal of the superhero Shaktimaan, criticised the actors’ participation in the campaign and supported the regulator’s intervention. He argued that prominent public figures should consider the influence their endorsements can have on consumers, particularly when products are associated with tobacco or areca-nut consumption.
The controversy centres on the Vimal Elaichi campaign, in which Shah Rukh Khan, Ajay Devgn and Tiger Shroff appear as brand endorsers. While the product is marketed as an elaichi or mouth-freshener product, campaigns for such brands have frequently faced scrutiny because of their association with broader surrogate advertising concerns.
According to reports, the Maharashtra FDA has issued notices seeking responses from the actors over the advertisement. The notices do not by themselves establish wrongdoing, and the celebrities are expected to respond to the regulator’s concerns.
Khanna’s comments add a public voice to the regulatory scrutiny, with his call for an apology placing renewed focus on celebrity accountability in advertising.
The issue also highlights the continuing challenge for regulators in distinguishing conventional product advertising from campaigns that may indirectly promote products linked to tobacco or other harmful substances. Celebrity endorsements can significantly increase a brand’s visibility, making questions around due diligence and public responsibility particularly relevant.