Healthcare, home utility ads under ASCI scanner
ASCI’s Consumer Complaints Council upheld complaints against 17 out of 31 ads during November and December 2011
During the months of November and December 2011, the Consumer Complaints Council (CCC) of Advertising Standard Council of India (ASCI) upheld complaints made against 17 ads from various sectors like agricultural products, deodorants, personal hygiene and home shopping networks. During the same period, the CCC also did not uphold complaints against 14 ads.
The CCC received a complaint against Bollgard, which made claims of boosting cotton farmers’ income by Rs 31,500 crore, reducing usage of insecticides, containing in-built plant protection and increasing yields. The CCC concluded that the claims made in the ad and cited in the complaint were not substantiated and complaint was upheld.
Complaint against Pass Port Deodorant’s ad was upheld by the CCC for being obscene. Telemart Shopping Network Pvt Ltd’s ad for Sandhi Sudha was under the scanner as the TVC made claims of curing arthritis and spondylitis and of a ‘Money Back Guarantee’ if the product was ineffective. The CCC concluded that there was absence of scientific substantiation of the claim and upheld the complaint.
Association of Mutual Funds in India’s booklet states that “Every Mutual Fund is managed by a fund manager, who by using his investment management skills and necessary research work, ensures better returns than what an investor can manage on his own”. The objection was to the word “ensures” as it could be misleading. Hence, the complaint was upheld.
Complaint against Dr Ayurveda Power Prash and Body Growth’s ad for ‘enhancement of sexual power’ was upheld as the claims were not substantiated. The CCC concluded that the TVC contravened the Drugs & Magic Remedies Act.
The print ad and website of Glen Appliances Pvt Ltd state that aluminum cookware is not safe, whereas this claim has not been as substantiated by any reputed international organisation such as the World Health Organization (WHO). The CCC concluded that the print ad claim and the website claim stating that cooking in aluminum was harmful was misleading, hence the complaint was upheld.
Vanesa Inc’s ad for Denver Deodorant contains the tagline “Play it cool”. However, the brand John Player’s has been using the same tagline since 2005. Since copying the slogan amounts to plagiarism, the ad contravened Chapter IV.3 of the ASCI Code and the complaint was upheld.
In the personal hygiene segment, the CCC upheld a complaint against Stayfree All Night on grounds that comparison was not made between products of a similar size and the TVC was considered misleading.
Health drink Complan’s ad was under the scanner for making the claim that “children who drink Complan grow 2 times faster than children who drink other health drinks”. This claim was substantiated through independent clinical research. This complaint was not upheld, however, the comparison in the chart between Complan and non-Complan drinkers is likely to mislead consumers that Complan is superior on the basis of its main ingredient (milk solids). Hence, this complaint was upheld.
In the education sector, Noesis Education and Management Services was pulled up for their ad, which made claims of being ‘Biggest in India, attended by 1,200 students at a time’ and ‘High quality contents from Bestselling authors, rank holders and subject matter experts’. The CCC noted that these claims were not substantiated and hence the complaint was upheld.
In the healthcare and pharma sector, Pfizer’s ad for Gelusil Antacid was questioned. As per the complaint, the TVC shows “a boy running along a parked vehicle and using a sharp article scratching the vehicle, possibly scraping the paint and even denting the body”. The question asked is “Does this make your heart burn” followed by “Gelusil be used to avoid heart burn and acidity”. The CCC concluded that the depiction of the young boy vandalising a car is likely to encourage minors to emulate such acts, the careless use of which could lead to their suffering cuts or other injury. The complaint was, therefore, upheld.
Eureka Forbes’ Aquasure water purifier’s TVC claims that the product is the “World’s safest water”, which was found to be misleading. The complaint was upheld. The CCC also received a complaint against Eureka Forbes’ Aquasure Xtra water purifier’s leaflet, which makes comparisons and propagates false statements about Pureit products, Classic and Compact. It was concluded that the leaflet contravened the ASCI Code and the complaint was upheld.
During these two months, the CCC also received complaints against Cadbury– Bournville, Piramal Healthcare Ltd’s Supractiv Complete, Jockey, MetLife India Insurance Company Ltd, ad promos of C.I.D., Fastrack watches, Killer Deodorant, Wild Stone Deodorant, Tata Docomo, Colgate Palmolive, Dulux Paints, and Santoor Soap, among others. As these ads did not contravene ASCI’s codes or guidelines, they were not upheld.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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