Vimal Elaichi case: Delhi HC rejects plea, putting celeb endorsements under lens

The Delhi High Court has rejected a petition filed by PG Agro, the maker of Vimal Elaichi, against show-cause notices issued by the Maharashtra Food and Drugs Administration (FDA) to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over the brand's advertisements, according to Bar & Bench.

Justice Swarana Kanta Sharma said the Delhi High Court did not have territorial jurisdiction to hear the matter and directed the company to approach the appropriate court in Maharashtra. The court did not comment on the merits of the case.

The Maharashtra FDA had issued notices to the three actors over advertisements for Vimal Elaichi, alleging that the campaign amounted to surrogate promotion of Vimal Pan Masala, which is banned in Maharashtra.

The regulator had asked the actors to submit documents showing that Vimal Elaichi is a product separate from the banned pan masala products. It had also sought a halt to the campaign and the removal of related promotional material from digital platforms.

PG Agro challenged the FDA's action, arguing that the August 11 notice was issued to the actors and not to the company. The company also questioned the FDA's jurisdiction to direct a halt to the advertisements.

The company told the court that Vimal Pan Masala had not been manufactured or sold in Maharashtra since 2001. It also argued that pan masala containing tobacco has been prohibited nationwide since 2013.

The petition also referred to proceedings before the Central Consumer Protection Authority (CCPA), which was examining similar allegations. PG Agro said the CCPA had not issued any direction against the campaign.

The court's order was limited to the question of jurisdiction and did not determine whether the Vimal Elaichi advertisements amount to surrogate advertising.

The case will now have to be pursued before the appropriate court in Maharashtra.