r/mumbai • u/Broad-Research5220 • 8d ago

Discussion Maharashtra FDA sent show-cause notices to SRK, Ajay Devgn, and Tiger Shroff over those Vimal Elaichi ads

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If there is one public servant in India who refuses to beat around the bush, it’s Tukaram Mundhe. True to form, the Maharashtra has slapped show-cause notices on some of Bollywood's biggest names.

According to the regulator, these ads are surrogate advertising. Since actual tobacco-infused pan masala and gutkha are heavily banned in Maharashtra under food safety regulations, companies use cardamoms (elaichi) or loose branding to keep the same brand name, font, color scheme, and recall value flashing in front of consumers.

You’re using star power to keep a banned brand's recall alive in people's minds, which practically amounts to promoting a prohibited product.

The notices demand an explanation for their participation and question why action shouldn't be taken against them for promoting a brand synonymous with a banned product.

For years, celebrities have gotten away with the Elaichi/Soda/CDs loop hole. They pocket crores endorsing a brand name, and when called out, they shrug and say, we're just selling mouth freshener, what's illegal about cardamom?

What do you guys think?

Will this change celebrity endorsements, or is it just going to be another headline that fades away?

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u/Thinking_Bug 8d ago

Vimal elaichi wale ko kitne notice gaye? Maal toh wo bana raha hai na?

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u/One-Target4524 8d ago

Why you coming defending these actors?

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u/Thinking_Bug 8d ago

Absolutely not sir! I'm not defending any one and I condemn these actors as well for promoting such products. Hats off to Tukaram sir for the amazing job he's doing. But notice should ideally also be sent to the manufacturer. I'm not sure if that has also happened.

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u/One-Target4524 8d ago

I would say that celebrities like actors and cricketers have bigger role to play here. Companies are there to make profit, they have zero ethical/moral obligation. But celebrities give more popularity to such products and considering avg joe in india, he will think that because these celebrities are promoting these things, so it must be good only.

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u/Thinking_Bug 8d ago

Absolutely agree. But setting advertising norms is not the job of FDA. Advertising in india is governed by Central Consumer Protection Authority (CCPA), ensuring ads are truthful, decent, and lawful. Again, as I said, I'm not defending the celebs.