ASCI upholds complaints against nine advertisements in May 2012

ADVERTISER

AD

COMPLAINANT CITED

RULING

CCC:

Brooke Bond Red Label

Brooke Bond Red Label Natural Care Tea

TVC

Claims of “has a scientifically proven combination of five ayurvedic ingredients like tulsi, ashwagandha, mulethi, ginger and cardamom to strengthen your body’s defence”, “helps to protect you and your family from cold, cough and flu”, “is clinically shown that drinking three cups of Brooke Bond Red Label Natural Care daily helps enhance one’s immunity”

UPHELD

Claims not substantiated; contravenes Chapter I.1 of the ASCI Code for Self Regulation

IMS

'IMS – Score more at BBA / BBS'

on WEBSITE

Claim of “143 IMS students got selected into SSCBS in the year 2011"

UPHELD

No validation by an independent agency / chartered accountant. Claim not substantiated; contravenes Chapter I.1 of Code

Tata Sky

'Cable is just a dabba'

PRINT

in The Hindu (Chennai)

30 March ‘12

Statement that 'Cable is just a dabba' meaning non-standard or poor quality box.

UPHELD

Reference to Cable as dabba unfairly denigrates other products; contravenes Chapter IV.1 (e) of Code

Lokmat

Lokmat - India's No.1 Newspaper

Claim of “Lokmat has added 65,000 readers in SEC A segment in Pune”.

Did not mention period in which this growth was attained; is misleading. As per IRS 2011 Q4, Lokmat added only 5000 SEC A readers in Pune city last quarter.

UPHELD

Claim misleading, without the reference period; contravened Chapter I.4. of Code

Glemnorangie

PRINT

in a Conde Nast India publication

February ‘12

Statement “Why is it so important that we only use our casks twice? Taste Glenmorangie and the question becomes rhetorical”.

Visual depiction of brand name suggestive of a well known brand of liquor - Glenmorangie. In the absence of specific information, ad appears to be a surrogate for Glenmorangie.

UPHELD

Surrogate for alcohol brand Glenmorangie; contravenes Chapter III.6 of Code

Alchemist

Alchemist

Claim of “India’s most successful MBA prep” 

UPHELD

Unsubstantiated; contravenes Chapter I.1 of Code

Shree Maruti Herbal

Maruti Stay-On Capsules & Oil

PRINT, WEBSITE

Claim of “helps improve vitality, stamina and energy”.

Website also claims “guarantees sexual performance of adults in all age groups”, “rectifying temporary / partial / occasional or permanent erectile dysfunction”, “increasing extent of orgasm”, “augmenting libido”, “increasing length and size of penis”, “mending premature (early and sudden) ejaculation”, “enhancing vitality, vigor and stamina”, “is 100% natural with no side effects. It is a totally secure tested product.”

UPHELD

Contravenes Drugs & Magic Remedies Act. Also 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. Contravenes chapters I.1, III.4 and I.5 (d) of Code.

Jake’s Beauty-Spa-Salon and Academy

Jake’s Beauty-Spa-Salon and Academy

PRINT

Design and copy similar to advertisement for Schnell Hans Salon Spa & Academy

UPHELD

The headline “Your Passport to Success” similar to complainant’s ad; suggests plagiarism, contravenes Chapter IV.3 of Code.

Nikon

Nikon Camera

TVC

Commercial required permission from Animal Welfare Board of India (AWBI) - for the use of birds in ads or films. Nikon’s application sought permission for four sparrows to be shown in natural habitat, with a girl playing as she passes by.

In the film, the birds were cockatiels, and were used as toys by the girl and perched on her shoulders, among other things.

UPHELD

No permission from AWBI to shoot cockatiels; violates Performing Animals Registration Rules 2001.

Contravenes Chapter III.4 of the Code.

Midas Care

Midas Care’s Clean & Dry cream

TVC

NOT UPHELD

Sprite

Sprite

TVC

NOT UPHELD

Emami

Emami’s Fair & Handsome for Men

TVC

NOT UPHELD

Gillette 

Gillette Mach 3

TVC

NOT UPHELD

Axe

Extra Strong Axe

TVC

NOT UPHELD