ASCI bars Bajaj Allianz ad, instructs modifications in two

MUMBAI: Advertising Standards Council of India (ASCI) has pulled the plug on a television ad from Bajaj Allianz for danger of misleading consumers.

ASCI‘s Consumer Complaints Council (CCC) has also pulled up Godrej Sara Lee and Aswini Homeo and Ayurvedic Products for their TVCs and instructed modifications in them.

Upholding consumer complaints, ASCI has taken action on three TVCs - Aswini Homeo Arnica Hair Oil, Bajaj Allianz Shield Plus and Good Knight Aerosol of Godrej Sara Lee.
The Bajaj Allianz Life Insurance TVC has been barred from airing the commercial on TV in its existing form. These advertisements were found to be in violation of Chapter 4.1(d), 4.1 (e) and 3.2 (b) of the ASCI Advertising Code.

ASCI observed that the Bajaj Alliance Shield Plus TVC compares the advantages of insurance products with fixed deposit scheme of banks, and hence, there is likelihood of the consumer being misled as a result of the comparison. Also, the advertisement unfairly denigrates bank FDs directly. Subsequently, the advertisement was withdrawn by the advertiser as instructed by the CCC.
The claims of the TVC of Aswini Homeo & Ayurvedic Products Ltd of "hair fall control in four months", and "dandruff control in six months", were not substantiated with clinical tests/trials reports. CCC, thus, instructed the TVC to be modified.

ASCI also instructed removal of objectionable portions from the Good Knight Aerosol TVC which shows a girl inhaling the mosquito repellent spray. This is a dangerous act and since the advertisement is shown on kids channels, the ad calls for a more stringent modification.
According to ASCI secretary-general Alan Collaco, "The numbers of complaints against misleading, dishonest and indecent ads have substantially increased over the months. Consumers are becoming more vigilant and aware about their rights and duties. After the Marketing Responsibly Seminar organised by ASCI, there is even more compliance by advertisers to the codes of ASCI. As of now, there is about 98 per cent adherence to the CCC decisions of ASCI."

Complaints against the TVCs of Volkswagen AG, DLF IPL, Amul Macho, Sunfeast Dream Cream Biscuit, Kotak Insurance, Chevrolet Cruze, and Kumbhat Holograms were not upheld by the CCC as they were not substantiated.

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