The Advertising Standards Council of India (ASCI) has upheld the complaints made by Malayala Manorama against Mathrubhoomi newspaper for putting out two advertisements with “unsubstantiated” facts.
According to documents available with exchange4media, one of the ads claimed that “Mathrubhoomi has more readers who are potential buyers of cars, jeeps, vacuum cleaners, airconditioners, refrigerators and washing machines every Onam”. The other ad claimed that Mathrubhoomi is “No. 1 in growth in circulation in Kerala”. The Consumer Complaints Council of ASCI, after going through the complaints, found both to be false.
The Consumer Complaints Council, at its meeting on September 14, upheld the complaint made on August 21, 2004, against the claim made by Mathrubhoomi -- that “it has more potential shoppers than competitor (Malayala Manorama)” -- in an ad put out in Brand Equity on August 11, 2004. The ASCI Council said in its final order that the claim was “false since the same was not substantiated by the survey reports cited in the advertisement”.
The CCC also upheld the complainant’s second plea made on September 2, 2004, against the hoarding put up by Mathrubhoomi claiming that it was “No. 1 in growth in circulation in Kerala”. The hoarding was put up at Desom, near Cochin International Airport. The CCC said in its order that the claim is “false as it is based on outdated information”.
When contacted by exchange4media, Varghese Chandy, General Manager, Marketing Operations, Malayala Manorama, said, “In the ‘potential buyers’ case, the interpretation of the figures by Mathrubhoomi were incorrect. In the “No. 1 in growth in circulation” case, they used outdated information from last year, as they weren’t comfortable with this year’s figures.”
Chandy also informed that the “advertising firm has assured ASCI that the hoarding will be modified appropriately to avoid any contravention of the Code and the campaign on potential shoppers is being discontinued”.
Radhakrishnan Ramachandran of iStream.com is now making a comeback with a regional video network named Studio Mojo
Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India
The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers
The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more
A recipient of Indra Nooyi Chairman's Award for Innovation, Gupta joins the advisory and consulting firm as founder member
The brand has launched â€˜Pretty Har Palâ€™ campaign which is created by DDB Mudra
The agency will handle 8 of the 14 channels, including Zee News & WION.