The controversy surrounding the advertisements for the famous *pan masala* brand 'Vimal Elaichi' has now entered the realm of legal scrutiny. Hearing a Public Interest Litigation (PIL), the High Court has issued notices to top Bollywood stars—Shah Rukh Khan, Ajay Devgn, and Tiger Shroff—directing them to appear in court and file their responses. The petition alleges that these stars are indirectly promoting tobacco and harmful products through "surrogate advertising," thereby exerting a negative influence on the youth.
The petition argues that the color scheme, packaging, and logo used by the Vimal brand for its 'Elaichi' (cardamom) product are identical to those used for its tobacco products. This has been cited as a direct violation of the Consumer Protection Act and the guidelines set by the Advertising Standards Council of India (ASCI). The petitioner has demanded a complete ban on such misleading advertisements and the imposition of heavy fines on the celebrities involved.
The Central Government and the Ministry of Consumer Affairs have also been made parties to the case. Expressing displeasure, the court questioned how such advertisements are permitted to air on TV and digital media via surrogate means when there is a legal ban on promoting tobacco and related products. The court has sought detailed reports and responses from the concerned departments before the next hearing.
This is not the first time Bollywood stars have faced public backlash over advertisements for tobacco brands. Previously, following social media trolling and protests by fans, some actors had claimed they would disassociate themselves from these ads. However, as there were no legal restrictions on the contracts or the broadcasts, the advertisements continued to air. The High Court's stern stance has now placed direct pressure on these celebrities. Legal experts believe that this High Court ruling could prove to be a milestone in the regulation of surrogate advertisements in India. If the court delivers a stern verdict against these stars and the advertising company, it will impact the entire advertising industry. All eyes are now fixed on the explanations that the lawyers for Shah Rukh, Ajay, and Tiger will present in court.