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ASCI reprieve to Naukri.com in Hari Sadu case, says TVC is work of fiction

24-June-2006
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ASCI reprieve to Naukri.com in Hari Sadu case, says TVC is work of fiction

The Advertising Standards Council of India (ASCI) has concluded that the ‘Hari Sadu’ TVC of Naukri.com, which raised the heckles of an 11-year old child from Chandigarh, is a work of fiction and bears no resemblance to any living person or deity.

After receiving complaints from individuals, either whose name is Hari or who felt Hari is a sacred name, and demands for withdrawal of the TVC, ASCI sent a letter to Naukri seeking an explanation.

Naukri in its response to the council said that the name ‘Hari Sadu’ was a creation of fiction and the TVC depicted a very real life situation of a boss and a subordinate. “The TVC is far removed from any form of religious implication or situatioin and revolves around a common day office situation with emphasis on an extremely rude and arrogant boss. The only message the TVC denotes is that Naukri.com is an available option for job seekers and job hunters,” the job portal explained.

After hearing the explanation of Naukri, the high-powered Consumer Complaints Council (CCC) of ASCI in its letter to Naukri.com stated, “The CCC concludes that the portrayal of a fictitious character in the TVC in a humorous situation is not likely to give rise to grave or widespread offence,” and discarded the complaints.

ASCI is a non-profit self-regulatory body set up to deal with complaints pertaining to advertisements and consisting of members from among advertisers, advertising agencies, the media and allied professionals. The Consumer Complaints Council of ASCI deals with complaints received from consumers and industry, against advertisements which are considered as false, misleading, indecent, illegal, leading to unsafe practices or unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

Also see:

‘Hari Sadu’ ad of Naukri.com evokes strong reaction from Chandigarh 11-year-old

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