MUMBAI: Advertising industry watchdog, Advertising Standards Council of India (Asci), has asked three advertisements to be taken off-air immediately, as they have been found ‘‘obscene‘‘ and ‘‘indecent‘‘.

The three culprits are two ads from Set Wet Zatak -- Cool Talc and deodorant -- and one Axe body spray spot.
 
The talc advert, shot in an old-fashioned tailor‘s shop, shows the tailor’s son applying the talc before measuring a lady, which leads to the objectionable scenes.

In the same company’s deodorant ad, a man with unbuttoned shirt sprays the deo before meeting up with the dentist. This ad by Zatak shows the dentist unbutton her blouse after smelling the deodorant. 

Axe deodorant’s airport security ad has been axed as well. In this television commercial a woman security guard keeps frisking a man for a longer time than usual, because he is wearing Axe body spray.

When asked about the possibilities of modification in these ads, Asci general secretary Allan Collaco said, “There is very little to modify in these ads. Hence, they have been asked to go off-air immediately.”

In recent times, Asci has received numerous complaints against deodorant companies. Also, Information and Broadcasting Ministry had last month asked the body to take immediate action.

The decision was made at the Consumer Complaints Council (CCC) meeting held on 28 June.