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As Delhi HC says Vimal Elaichi case fit for Maharashtra, surrogate advertising in focus again
Show-cause notice to Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff rekindles debate on misuse of brands to promote products that can’t be advertised under the law.
New Delhi: A show-cause notice issued to Vimal Elaichi’s brand ambassadors—Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff—may now be challenged in Maharashtra as the Delhi High Court has refused to entertain the challenge against them as all three live in Maharashtra.
Justice Swarana Kanta Sharma on Monday noted that the “courts in Maharashtra are the more appropriate and convenient forum” for the challenge.
Led by Commissioner Tukaram Mundhe, the Maharashtra Food and Drug Administration (FDA) on 11 August accused the three actors of ‘surrogate advertising’ for their famous pan masala advertisement of Vimal Elaichi which is owned by PB Agro LLP. It directed them to stop endorsing Vimal Elaichi, questioning whether the product was being advertised independently or was being used as a surrogate communication for Vimal pan masala or tobacco-related products.
The FDA also sought details of the actors’ due diligence, endorsement agreements and campaign material.