India's advertising watchdog, ASCI, has upheld complaints
made against nine advertisements in May, including that of
Tata Sky's tirade against cable TV and Marathi newspaper Lokmat's
tall circulation claims in Pune.
Advertising Standard Council of India (ASCI) found Tata Sky's
print ad stating 'Cable is just a Dabba' as unfairly denigrating
other products. The direct-to-home (DTH) operator was referring
to the cable set-top boxes (STBs) as 'dabba' implying that
it was of non standard or poor quality box, which is not the
ad, which appeared in The Hindu's Chennai edition (dated 30
March 2012), contravened Chapter IV.1 (e) of the Code, ASCI
In the wake of digitisation mandated by the government, DTH
operators have launched aggressive ad campaigns to take away
share from cable TV networks. Airtel digital TV, for instance,
launched an ad stating "Sirf Cable Nahi Life Badlo",
urging consumers to make the shift away from cable to DTH.
government has fixed 31 October as the deadline for digitisation
in the four metros of Delhi, Mumbai, Kolkata and Chennai,
pushing back the sunset date of analogue cable by four months.
Consumer Complaints Council (CCC) of ASCI also upheld the
complaint against Lokmat's 'No. 1 Newspaper' ad in which the
Marathi daily claimed to have added 65,000 readers in SEC
A segment in Pune. The watchdog pointed out that Lokmat did
not mention the period over which this growth has been attained,
which in itself is misleading.
per IRS 2011 Q4, in the last quarter Lokmat has added only
5000 SEC A readers in Pune city. The CCC concluded that Lokmat's
claim in Pune was misleading as the advertisement did not
mention the reference period pertaining to the source data.
The advertisement contravened Chapter I.4. of the ASCI Code.
Bond's ad to promote its Red Label Natural Care Tea brand
was indicted for not adequately substantiating the claims
made for enhancing immunity by consuming the tea product.
In the ad, Broke Bond had said that the product has a "scientifically
proven combination of five ayurvedic ingredients (tulsi, ashwagandha,
mulethi, ginger and cardamom) to strengthen "your body's
defence" and, thus, helps in protecting "you and
your family from cold, cough and flu". It further stated
that it "is clinically shown that drinking three cups
of Brooke Bond Red Label Natural Care daily helps enhance
one's immunity". The advertisement contravened Chapter
I.1 of the Code.
Another complaint upheld was IMS - Score more at BBA / BBS.
The ad that appeared on its website claimed that '143 IMS
students got selected into SSCBS in the year 2011'. The ad
shows a bar chart showing selection of IMS students into SSCBS
over the years 2008 to 2011. The CCC concluded that, in the
absence of validation by an independent agency / Chartered
Accountant, the claims mentioned in the advertisement and
cited in the complaint, were not substantiated.
print advertisement which appeared in Conde Nast India in
the February 2012 issue was complained against and upheld.
The ad states: "Why is it so important that we only use
our casks twice? Taste Glenmorangie and the question becomes
rhetorical". The visual depiction of the brand name is
suggestive of a well-known brand of liquor- Glenmorangie.
In the absence of specific information, the ad appears to
be a surrogate advertisement for Glenmorangie. The CCC concluded
that it was surrogate ad for a brand of alcohol- Glenmorangie.
The advertisement contravened Chapter III.6 of the Code.
claim of 'India's most successful MBA prep' was pulled up
too. It has not been backed up and substantiated and there
is no validation / check by any independent agency that confirms
this claim. In the absence of any proof, supporting information,
from the Advertiser, the CCC concluded that the claim, 'India's
Most Successful MBA Prep' was not substantiated. The advertisement
contravened Chapter I.1 of the Code.
Maruti Herbal's print advertisement on 'Maruti Stay -On Capsules
& Oil' was complained against and upheld for claiming
it 'helps improve vitality, stamina and energy'. The website
also claims 'Stay-On guarantees - Sexual performance of adults
in all age groups'. The CCC concluded that the claim, 'helps
improve vitality, stamina and energy', was not substantiated.
The advertisement contravened The Drugs & Magic Remedies
Act. Also, the advertisement tends to create, by implication,
a perceived inadequacy of physical attributes, in this case
the impotence and infertility, which could be objectionable
to both men and women. The advertisement contravened Chapters
I.1, III.4 and I.5 (d) of the ASCI Code.
Beauty-Spa-Salon & Academy received a complaint related
to its design and copy. It is similar to the Complainant's
ad of 'Schnell Hans Salon Spa & Academy'. The CCC concluded
that the headline, 'Your Passport to Success', was similar
to the complainant's advertisement and, thus, suggested plagiarism.
The ad contravened Chapter IV.3 of the Code.
ad of Nikon camera was also upheld. According to the complainant,
the TV commercial required permission from the Animal Welfare
Board of India (AWBI) for the use of birds in advertisement
or films. In the application by Nikon, permission was asked
for four sparrows to be shown in their natural habitat with
a girl playing and passing through. In reality, the birds
turned out to be cockatiels which are being used as toys by
the girl and perch on her shoulders among other things. The
CCC concluded that as the requisite permission was not received
from the AWBI to shoot cockatiels in the TVC, it was in violation
of The Performing Animals Registration Rules 2001. The advertisement
contravened Chapter III.4 of the Code.
the month of May, the CCC also received complaints against
five television commercials. The complaints were received
against the ads of Midas Care's Clean & Dry cream, Sprite
Cold drink, Emami's Fair & Handsome for Men, Gillette
Mach 3 and Extra Strong Axe. However, as these ads did not
contravene ASCI's codes or guidelines, the complaints were