The Ministry of Information & Broadcasting (I&B) has found the latest Axe commercial, 'Axe Dark Temptation Deodorant' to be "indecent, vulgar and repulsive". The Ministry has requested the Indian Broadcasting Foundation (IBF) to advise its member channels not to telecast the this commercial or any such ad with "indecent, vulgar or suggestive theme (s) to avoid any punitive action in future", according to an official release issued by Press Information Bureau.
The I&B Ministry has also requested the Advertising Standards Council of India (ASCI) to provide details of complaints received and action taken by Consumer Complaints Council (CCC), if any, against this particular commercial. "In case no such formal complaint has been received, the Ministry letter itself is to be treated as one and appropriate action may be initiated. I&B has requested ASCI to advise the advertisers to refrain from airing the said advertisement pending decision of the CCC," states the release.