PB Agro, the maker of Vimal Elaichi, has approached the Delhi High Court in a legal battle with the Maharashtra Food and Drug Administration (FDA) over notices issued to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff in connection with alleged surrogate advertising of banned pan masala.
The Maharashtra FDA had issued notices to the actors, asking them to establish that Vimal Elaichi is distinct from the prohibited pan masala product. The regulator had also sought an end to the promotional campaign, alleging that the advertisements could amount to indirect promotion of a banned product.
PB Agro has challenged the action taken by the Maharashtra FDA before the Delhi High Court. The company has questioned the regulator's jurisdiction and the basis on which the notices were issued.
The company has also maintained that Vimal Elaichi is a separate product from the prohibited pan masala. It has reportedly argued that the elaichi product was not manufactured or sold in Maharashtra, raising questions over the FDA's action.
The case brings renewed attention to the long-running debate around surrogate advertising in India, particularly advertisements featuring prominent Bollywood celebrities for products associated with tobacco or pan masala brands.
The Delhi High Court's proceedings are expected to determine the legal questions raised by PB Agro against the Maharashtra FDA's notices and actions.
