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Tea Board moves ASCI over Dandi salt campaign

19-March-2002
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Tea Board moves ASCI over Dandi salt campaign

The Tea Board has moved the Advertising Standards Council of India (ASCI) against manufacturers of the branded salt, Dandi Namak, alleging that advertisements related to the product have affected the interests of the tea industry.

The tea industry is also likely to take up the matter with the television companies that are airing the commercials concerned. According to sources, the objectionable advertisement asks consumers to drink less tea and give preference to salt instead. This apart, the advertisement has also valued a cup of tea at Rs 2 which, tea industry officials feel, have tarnished the image of Indian tea.

According to industry sources, Tea Board had brought this to the notice of the ASCI about two months ago and now it is up to the ASCI to react

The tea industry, under the stewardship of the Tea Board, a few months ago initiated a generic tea promotion campaign called Piyo More Chai. However, the total ad budget is a minuscule Rs 18 crore and is spread over three years. The campaign aims to give a boost to domestic tea consumption and inculcate the habit of tea-drinking among the younger generations.

Source: Business Line

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