The FDA's notice alleges that the 'Vimal Elaichi' campaign serves as surrogate advertising for 'Vimal Pan Masala: Reports
MUMBAI: Bollywood actor Ajay Devgn has approached the Bombay High Court to challenge a show-cause notice from the Maharashtra Food and Drug Administration (FDA) regarding his involvement in 'Vimal Elaichi' commercials, calling the agency's move arbitrary. His petition is expected to be heard on November 4 by a division bench consisting of Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna.
The FDA's notice alleges that the 'Vimal Elaichi' campaign serves as surrogate advertising for 'Vimal Pan Masala,' a banned chewable product in Maharashtra. Comparable notices were also served to actors Shah Rukh Khan and Tiger Shroff for appearing in the commercials, asking all three to clarify their involvement and take measures to halt the promotional campaigns.
Devgn’s petition stated that the notice had been arbitrarily issued to him in his capacity as an actor rather than to the manufacturing company.
FDA Commissioner Tukaram Mundhe has said that proceedings against Khan, Devgn and Shroff for allegedly violating state rules had been completed.
The department had concluded its investigation and found violations by the actors, he said, adding that the matter would be referred for adjudication next week. While Devgn had approached the High Court, the department would continue its proceedings before the joint commissioner, Mundhe said. He added that the department would continue with its proceedings before the joint commissioner despite Devgn approaching the HC.
Adjudication is a quasi-judicial process through which regulatory authorities examine evidence and determine violations of applicable laws. It allows penalties to be imposed for non-criminal offences without resorting to lengthy court proceedings.
The FDA had earlier claimed that the ‘Vimal Elaichi’ campaign amounted to surrogate advertising for prohibited pan masala products. The brand was linked to the sale of gutkha and pan masala, products prohibited in Maharashtra, the department had alleged.
