Reel Hero vs Real Officer: The Ajay Devgn and Tukaram Mundhe Pan Masala Ad Fight, Explained
Marathi media has a headline for this one already: real hero versus reel hero. Honestly, it writes itself. But let's slow down, because there's a lot going on, and most of it is very boring legal paperwork wrapped around a very loud fight. Here's the whole thing, simply.
The ad
You've seen it. Shah Rukh Khan, Ajay Devgn and Tiger Shroff promoting Vimal Elaichi. On paper, it's a cardamom mouth freshener.
The problem
Gutkha and pan masala containing tobacco have been banned in Maharashtra since 2012. The FDA's argument is that the elaichi ad is surrogate advertising: same brand name, same colours, same vibe, so it effectively promotes the banned product without technically naming it. If that sounds familiar, it's the same kind of brand-extension debate India has had for years around alcohol brands selling "soda" and "music CDs".
The officer
Enter Tukaram Mundhe, Commissioner of the Food and Drug Administration, Maharashtra. If you follow Maharashtra news, you know the name. He's an IAS officer with a reputation for doing things by the book, regardless of who's on the other side of it. His recent run at the FDA has included cancelling licences of food sellers, hotels and drug manufacturers.
The timeline
August 2026: The FDA sends a nine-page show-cause notice to all three actors, asking them to take the ad down from social media and explain themselves.
After that: According to Mundhe, all three responded. The Assistant Commissioner completed the proceedings and closed the hearings. The matter went to the Joint Commissioner for adjudication.
30 October 2026: Mundhe tells reporters that Ajay Devgn has approached the Bombay High Court.
What Mundhe actually said
He didn't back down even slightly. On the High Court petition:
"However, we are proceeding with the matter."
He's also said adjudication would start soon. His broader point, as reported, is that the law applies the same to celebrities as to anyone else.
And the actors?
None of them have said anything publicly yet. Ajay's legal move is his response for now. What exactly his petition argues hasn't been made public, so I'm not going to guess.
My take
Two things can be true at once.
One: celebrities absolutely should think harder about what they endorse. When a superstar sells something, millions of people trust it, and pan masala is not a harmless habit.
Two: everyone deserves due process, including famous people, and going to court is a completely legitimate thing to do. That's literally what courts are for.
What makes this story so juicy is the casting. Ajay Devgn has spent years playing the incorruptible, rule-bending cop on screen. Now he's on the other side of a very real, very stubborn officer. Bollywood couldn't have written it better.
I'll be watching what the High Court says. For more on the business side of Bollywood, check out our piece on the court case around Tu Hai Meri Kiran.
Frequently asked questions
Why did the FDA send notices to Ajay Devgn, Shah Rukh Khan and Tiger Shroff?
In August 2026, Maharashtra's FDA issued show-cause notices alleging that their Vimal Elaichi advertisement is surrogate promotion of pan masala and tobacco products banned in Maharashtra since 2012.
Who is Tukaram Mundhe?
Tukaram Mundhe is the Commissioner of the Food and Drug Administration (FDA), Maharashtra, and an IAS officer known for strict enforcement.
What did Ajay Devgn do?
According to Tukaram Mundhe, Ajay Devgn has approached the Bombay High Court over the FDA's action.
What happens next?
Mundhe has said the FDA is proceeding with adjudication despite the High Court petition. The actors have not made public statements on the matter.
Vishal Waghela is the Co-Founder of AltBollywood and a proud neo-generalist who refuses to pick a lane. Film, music, memes, fashion, AI, internet subcultures: if pop culture touches it, he's already three rabbit holes deep. He writes the way he lives online, loud, emotional, a little chaotic and always honest about why culture makes us feel things. Come argue with him on Instagram at @vishal.waghe1a.
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