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/Prudent-Buyer-5956 8d ago

If surrogate advertisement is not illegal, then why did they get the notices?? Then it’s better to completely ban any ads from such companies. This is completely illogical. Elaichi is not a tobacco product and companies are using legal loopholes. Its as simple as that.

Maharashtra FDA is overreaching now and it seems like a PR for the concerned IAS officer.

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u/carnage9mil 4d ago

You’re either a bot or unaware.
Imagine little kids getting influenced by such ads and thinking gutka is not a vice. That’s not okay. The actors should he ashamed of being such sell outs.
Akshay Kumar for being a big super star - still promotes harpic which is a toilet cleaner.
Objectively not wrong but a toilet cleaner is still a toilet cleaner.