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ASCI cracks down on seven objectionable ads; five withdrawn, one modified

15-December-2006
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ASCI cracks down on seven objectionable ads; five withdrawn, one modified

The Advertising Standards Council of India (ASCI) has been busy of late. The Council has rapped seven advertisers and their agencies for objectionable ads, of which five have been withdrawn, one modified, while one ad was a one-time insertion. These campaigns had gone on air between July 2006 and September 2006. The seven ads in question were found objectionable by the Consumer Complaint Council (CCC).

Among the ads withdrawn is that of Bajaj Platina bike from Bajaj Auto Ltd. The agency is Lowe. The ad’s visual shows a girl flicking her headlights at a boy riding a bike, who goes zigzag on the road. The complaint made was that the advertisement depicted that road safety and traffic rules could be broken at will or were something that need not be taken seriously. The CCC’s decision was that the TVC showed dangerous practices and a disregard for safety without a justifiable reason.

Another ad discontinued is that of Ariel Rs 2 sachet from P&G Home Products Ltd. The agency is Saatchi & Saatchi. The ad showed a boy spraying ink from his pen on another boy’s shirt, he repeats action, but this time the ink is sprayed on to the front of a teacher’s shirt. The voiceover says, ‘As long as Ariel is there for Rs 2, the shirt can be washed white.’ The CCC decided that the TVC featured an act that was likely to encourage minors to emulate them in a manner that could cause them or others harm or injury.

An created by Percept H for Assotech Supertech, which appeared in The Economic Times Lucknow and Mumbai editions, has been discontinued on grounds of being misleading by implication. A Quantum Asset Management ad by Maxigen Communications has also been discontinued as the ad copied the visual of ‘Pizaxx – Har Snack Ka Big Baap’, amounting to plagiarism.

Another ad withdrawn was created by Tiara Advertising for Triumphant Institute of Management Education. The objection raised here was that the data mentioned in the advertiser’s comments was incomplete and not comparable with the other institutions mentioned in the advertisement.

A social ad created by Sunny Advertising also came under the scanner. The ad was in the form of a message – ‘An Appeal to all Terrorists’ – which appeared in the Mumbai Mirror, had statements like ‘Please do not kill absolutely innocent people’ and ‘If you have to fight, fight with those with whom you have a problem’. The CCC’s decision was that the ad tended to incite people to crime, promoted disorder, violence and intolerance. The agency informed the Council that the ad was a one-time insertion and that no further ads were scheduled.

A General Motors TVC for Tavera, created by Rediffusion DY&R, showing cricketers playing the game using a Tavera was found objectionable on the count of the TVC showing dangerous practices and disregarding safety without any justifiable reason. The TVC has since been modified.

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