The Maharashtra FDA has taken action against Shah Rukh Khan and Ajay Devgn regarding an elaichi advertisement. The notices claim that their endorsements act as surrogate promotions for a prohibited pan masala product. While Ajay Devgn has previously defended his endorsement choices as personal, Shah Rukh Khan has highlighted the importance of celebrity accountability in such promotions. Notably, Tiger Shroff has yet to weigh in on this ongoing controversy.