Ajay Devgn challenges Maharashtra FDA notice over Vimal Elaichi advertisement in Bombay HC

The Vimal Elaichi advertisement controversy involving Bollywood actors Ajay Devgn, Shah Rukh Khan and Tiger Shroff has taken another turn. All three actors have now filed their responses to notices issued by the Maharashtra Food and Drug Administration (FDA) over their association with the campaign. However, Ajay Devgn has also taken the matter to court and filed a petition in the Bombay High Court challenging the FDA's notice.

The development comes after the Maharashtra FDA questioned the actors' appearance in the Vimal Elaichi advertisement, alleging that the campaign could amount to surrogate advertising for Vimal Pan Masala, a product



whose sale is prohibited in the state. The regulator had issued show-cause notices to the three actors, asking them to explain their roles as brand endorsers.

Ajay Devgn has approached the Bombay High Court to challenge the notice issued by the Maharashtra FDA. His petition marks a legal turn in the matter, which had so far centred on the regulator seeking explanations from the three actors over their participation in the advertisement.

The specific grounds Devgn raises in his petition and the relief he seeks from the court will be important to the next stage of the case. The court's response to the petition is also awaited.