Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have responded to show-cause notices issued by the Maharashtra Food and Drug Administration over their appearance in a Vimal Elaichi advertisement. FDA Commissioner Tukaram Mundhe told ANI that responses had come from all three actors, and that hearings sought by two of them were completed on Monday. The regulator alleges the campaign amounts to surrogate advertising for Vimal Pan Masala, which is prohibited in Maharashtra. The notices, served on August 11, asked the actors to explain their role as endorsers and sought details of contracts, payments and due diligence. The FDA cited provisions of the Food Safety and Standards Act dealing with misleading advertisements. Mundhe said the authority would now proceed further in the matter. Context: Surrogate advertising is when a banned product is promoted indirectly through a permitted one. The authority said it would decide on further action after examining the actors’ submissions.