MxMIndia

Tag: Advertisements

  • Sanjeev Kotnala: Every effort counts, but where does #Adswelove take you?

    By Sanjeev Kotnala

    Recently The Economic Times, under its popular Wednesday supplement Brand Equity started a unique monthly feature #AdsWeLove. It will recognise the best print advertising.The Times of India Group is undoubtedly the thought leader in print marketing. It has a presence in power and influencing centres of brand and marketing. #Adswelove is a small but significant step by Times of India Group. But it is hardly innovative or enough.

    #Adswelove Process 

    You have to appreciate it. Every effort to rejuvenate the print category and make the brands rethink its role and possibility is welcome in current times.

    So, the Times of India Group will good print advertisements published in the month in its group publications. An influential jury with Malvika Mehra, Josy Paul, Raj Kumble, Paraxit Bhattacharya, Prateek Bhardwaj, Sandipan Bhattacharya, Senthil Kumar and Kainaz Karmakar as members will evaluate them. The jury will judge the ads on excellence in art, copy, and how insightful and clutter-breaking ability. The winners will be featured in Brand Equity feature #adswelove.

    The feature was launched with the selected jury members going down the memory lane and picking the print creative that has impressed them.

    Do We Seriously Believe In Power Of Print?

    Few of the jury members are known pro-print. They have always helped print in such initiatives and programmes. However, were they really convinced and serious when they speak of things like ‘in today’s world, a print ad is the starting gun at the beginning of a race. It’s where brand action begins’ or ‘Print is not just a medium, it’s a culture’ (well said). Maybe the media teams and clients don’t know this secret, or they don’t believe in it. Otherwise, what could explain the situation print industry is in.

    However, what one of the jury members shared is a tip for the brands and an excellent way to approach the print medium. Respect the intelligence of the reader. Know the constraints of the medium so well that you can tailor-make the solution. Make sure there is an event on the page.

    The print owners must re-read the last tip and try concentrating for contextual position and placement of the ad. At least start with the contextual positioning of bigger ads and definitely for campaigns that are still using print for brand building and not just topical-tactical-sale-discount communication.

    Let us wait for next month’s feature to see what we get. The print industry can’t keep going the nostalgia way and keep referring to Think Small, nude models wanted and such ads. Referring to the time, when print was considered strong enough for brand building.

    As a reader of ET, I expect more than #Adswelove.

    Readers of Brand Equity may find # Adswelove a very biased initiative. For them, Brand Equity refers to MARTech.; Marketing, advertising, research and technology. It cannot be biased to any particular media and serve the readers needs across. And hence readers of Brand Equity would want to see a similar feature on TV, Radio, OOH and Digital.

    TOI should consider Inclusiveness? 

    If TOI is serious in rekindling the print fire, it must cast the net wide. It should include ads published in other publications. A leader like TOI can afford to do so. Or maybe TOI still believes that good print ads only get published in TOI Group publication?

    Print Power initiatives are not new.

    Different print groups have tried many initiatives in the past. Few have been consistent in their approach other than just harping on their readership and circulation.

    The Times of India can not be faulted on its interest and initaitives on print. It promotes print through ‘Power Of Print’ contests for Cannes and Kyoorius awards. The latest edition was recently launched  with the real brief ‘taking care of e-waste’ in association with Croma. It leads in print innovation and have time and again pushed to break new frontiers.

    Dainik Bhaskar brought out Mosaic, a collection of selected contemporary print ads for some three-four years. It remained just a coffee table books.

    Free Press Journal with IAA last year launched The Gutenberg Galaxy’, a coffee table book celebrating the power of press with 24 case studies and 14 articles. And coffee table books are not the solution.

    Meanwhile, once the flagship event of industry ‘The Print review’ is dead. D-Code is the new favourite.

    The Print Campaign contest conducted with the Abby awards and later on with Goafest is dead.

    No industry event features talks on print.

    Even the print owners participation in Print Publishers Abby ( Adclub / AAAI) is limitted.

    Print Power needs a Category initiative.

    I know, it will never happen. But you can’t stop me from thinking, wishing and dreaming. But, why can’t the big ones in Print; Dainik Jagran, DB Corp, Eenadu, Amar Ujjala, Patrika Group, Hindustan Group, Times of India group, Malayala Manorama and Hindu come together and make this as a category initiative?

    Pool in resources, make it grand, take it everywhere, showcase them to every possible stakeholder through their combined strengths in print and other media. Meet all stakeholders and demonstrate possibilities. If necessary, share their inherent print knowledge to provide solutions and use every possible relevant media to reach out. The print giants must understand that they can’t depend on the power of print to rejuvenate the power of print.

    Why can’t newspapers give special rates to the print campaigns they believe really demonstrate the power of print? Maybe that will push the brand owners to experiment with their media and creative agencies.

    Why not have Brand Owners and media decision-makers to chose effective ads and not only creative people #adswelove? Let their semi- testimonial speak to every stakeholder and impress how the print worked for them.

    The print teams must find a solution to push the brand owners apathy towards enthusiasm and engagement. In most ideal situations, the brand owners should be pushing for specific creative talents to work on their print campaign, like they do for the films and digital.

    In this, ‘interested only in digital’ world, why the print category ( which is one of the significant industry sponsors events ) insist and if need buys ( yes Buys) speaking and demonstration shots.

    There is wisdom in traditional knowledge.

    It is said, when the market is not the priority, you sell the market potential. When the market is a priority, you sell the media. When Media is a priority, you sell medium. But when MediaMedia itself is a question- what do you sell?

     

     

    Sanjeev Kotnala is a senior brand and marketing strategist consultant. He invested  17 years in advertising after graduating from IIM Ahmedabad (1987). He then spent a decade at the Dainik Bhaskar group as head of marketing before going independent. Other than consulting stints, he is an Adjunct Faculty and Senior Advisor at MICA, a proponent of Brand-I and PaRAM ( the self-enhancement process). He writes weekly on MxMIndia. His views here are personal.

     

     

  • Dr A L Sharada, Director, Population First, tells MxMIndia that we need more ads with girls shown in a capable light

    Jaldi 5 with Dr A L Sharada: More ads must say: Yes, she can

    Population First has been at the forefront of the initiative on the way the girl child has been projected in the media. Dr A L Sharada, Director, Population First, spoke to MxMIndia on the girl child and the media and how we can prevent the celebration of the International Day of the Girl Child from being mere tokenism.

    01.  It’s good to see that the first ever International Day of the Girl Child is being celebrated. How do we prevent it from being mere tokenism?

     

    I welcome the UN, as a global body declaring October11, as the International Day of the Girl Child. This gives us an opportunity to take stock of the work that we have done so far, look further into what needs to be done and how we could take the issue at hand, forward. However the fear that it may turn out to be yet another gesture of tokenism is a valid one. The only way we can stop it from becoming yet another international day celebrated as a formality every year, is through concerted efforts to work on some of the major issues regarding the girl child.

     

    There are many issues concerning girls such as child marriages, low enrolment in schools and neglect of their health and nutrition needs. We need to advocate and lobby for more focused policies and programmes to improve the status of the girl child. We need to use the opportunity provided by the International Day of the Girl Child, every year to reflect upon achievements, fine tune our policies and redesign our programme, if required.

     

    Do you see that Population First’s efforts have had an impact on the media?

     

    I see lot of positivity and openness from the media towards these issues and a willingness to approach them differently. In the current media scenario, many of these issues are being addressed but more need attention. We, at Population First believe that we have to start a dialogue with all stakeholders, media being a primary stakeholder. We, as a nation have internalised, and have deeply ingrained patriarchal values to an extent that unless someone points it out, at times we are unaware of a possible patriarchal tone in our public communications. We need to initiate dialogues with all groups of society, so that together we can build a more gender-sensitive society.

     

    02, In your experience interacting with marketers and advertising agency professionals, do you think they are sincere in their attempts to appreciate the responsibility towards the girl child in a society like ours?

     

    Our experience with the advertising professionals has been very positive. We found them to be open-minded, willing to look at our standpoints and revise their current approach. From the time we began interacting with professionals in the advertising industry in 2008 up to today, we find a much greater presence of girls in advertising and many advertisements that are now projecting positive and non-stereotypical images of girls.

    03.  Do you think self-regulation bodies like ASCI, Advertising Club and AAAI should also take it upon themselves to promote the cause?

     

    Yes, definitely. It is important that activists working on gender issues and the regulatory bodies of media and advertising work together to ensure that the media does not project demeaning and negative images of girls. It is also imperative that  media does not consciously or otherwise, support or promote negative social attitudes and practices such as eve-teasing, commodification, objectification of women and violence.

    04.  What are your views on gender biases in today’s advertising?

     

    In 2008, during our analysis of advertisements showing girl children, we found that girls had a lesser presence and were often presented in a stereotypical fashion, for example mostly endorsing products that have been promoted by their mothers too. It was also observed that an ideal family is always shown as mother-father with one daughter and one son, or two sons. Rarely did we find ads showing two daughters. While a lot has changed in the last few years, in terms of projection of girls in advertisements, it is still rare to find an advertisement where two daughters are shown in a family setting. This, I believe, promotes the perception that a son is a must in the family. In a context where the country’s sex ratio is declining, this is a very disturbing trend.

     

    Television serials, television and print media content also further aggravate this image of women. What are your views here?

     

    Yes, it is true that the portrayal of women in print and electronic media is regressive and voyeuristic in flavour and we have to work on changing this. This is why we have instituted Laadli Media Awards for Gender Sensitivity. We have received 1500 entries this year and the quality of the content is improving. There is a lot of potential for change. The most pertinent example here is that of the popular show, Satyamev Jayate, which has suddenly got numerous issues into our drawing rooms. It shows the effect of one strong programme with a potent combination of Aamir Khan, an industry giant like Reliance and a media tool like Star TV. This shows that there is potential to bring social change. New media and its various options are also democratizing the way news now reaches out and has gained momentum with youth across the country as tools for creating public opinion. It is an exciting time to be, in terms of working with media on social issues

    05.  One view of marketers is that they need to sell to consumers, given the prevailing behavioural patterns, and that they are not in a position to correct these attitudes. How do we bring about a change in this view?

    I would like to highlight two ads here. For instance, an HDFC investment plan ad shows a father investing for his daughter’s education instead of a more common notion, such as saving for her marriage. This is a positive and refreshing approach to the product and in no way undermines the value of the product. The other ad I would like to mention is the Tata Nano ad where a small girl hugs the car, and the father gives her the car keys. This shows that the father is proud of his daughter. Giving visibility to girls in ads, is by itself crucial. We need to see more such instances where girls have to be shown in a capable light and in diverse concepts while selling a product. After all, communication is all about conveying the message effectively, is it not?

    (Interviewed by Fatema Rajkotwala)

     

  • The print companies need to realize that the main asset they hold is their relationship with their consumers and their readers, says Ashish Pherwani

    The Anchor: 5 ways to make print more relevant for advertisers

    By Ashish Pherwani

     

    1. To make print more relevant for advertisers, we’ve got to have more interactions and more engagement through either digital or activations on radio or any other vehicle. There needs to be a level of engagement built into the print offerings of media companies. Advertisers are looking at some kind of measurement which is not just readership but a measurement of a deeper level of engagement.

     

    2. You have got to make print more relevant to the reader, and therefore the one-size-fix-all newspapers being generated today may not be the answer and it may call for better segmentation and better understanding.

     

    3. Overall, the print companies need to realize that they are no longer B2B companies, that the main asset they hold is their relationship with their consumers and their readers. And therefore, they need to evolve into B2C companies, build databases with their customers as information and optimize that database for different advertisements.

     

    4. As youth moves away from its consumption of newspapers and moves towards different methods of consuming media, newspapers need to be able to figure out ways to retain those youth, either on some other medium or by giving them the kind of news that they want to read. Most publishers still believe in giving out news which they believe is relevant. Therefore giving youth-centric content is something that the industry needs to work on and youth is a category which most advertisers look forward to.

     

    5. Print companies need to proactively come to advertisers with innovations with products that resonate with their brands.

     

    Ashish Pherwani is Partner-Advisory Services, Ernst & Young India

     

  • The Consumer Complaints Council (CCC) of ASCI upheld complaints made against 9 advertisements from various sectors

    ASCI’s upholds complaints against 9 ads

    By A Correspondent

     

    During the month of May 2012, the Consumer Complaints Council (CCC) upheld complaints against 9 out of 14 advertisements. At the same time, the CCC found that complaints against five TV advertisements were not substantiated.

     

    According to the complainant, the advertisement for Brooke Bond Red Label Natural Care Tea claimed that the product “has a scientifically proven combination of five ayurvedic ingredients like tulsi, ashwagandha, mulethi, ginger and cardamom to strengthen your body’s defence” and that “It helps to protect you and your family from cold, cough and flu”. The ad also said: “It is clinically shown that drinking three cups of Brooke Bond Red Label Natural Care daily helps enhance one’s immunity”. The CCC concluded that the claims that Brooke Bond Red Label Natural Care “helps to protect you and your family from cold, cough and flu”, and “drinking three cups daily helps enhance one’s immunity”, were not substantiated adequately.  The advertisement contravened Chapter I.1 of the Code.  The complaint was Upheld.

     

    IMS – Score more at BBA / BBS advertisement that appeared on IMS website claimed that “143 IMS students got selected into SSCBS in 2011”. The  advertisement showed a “bar chart showing selection of IMS students into SSCBS over the years 2008 to 2011”.The CCC concluded that, in the absence of validation by an independent agency, the claims mentioned in the  advertisement and cited in the complaint, were not substantiated.  The advertisement contravened Chapter I.1 of the Code. The complaint was Upheld.

     

    A complaint was filed against Tata Sky’s print advertisement which appeared in The Hindu, Chennai edition dated March 30. As per the complaint, the advertisement states that “Cable is just a Dabba” meaning non standard or poor quality box, which is not the fact.  The CCC concluded that “by referring the Cable Set up Boxes as dabba”, the advertisement unfairly denigrated other products.  The advertisement contravened Chapter IV.1 (e) of the Code.  The complaint was Upheld.

     

    The ad which declared Lokmat – No. 1 Newspaper claimed that “Lokmat has added 65,000 readers in SEC A segment in Pune”. The ad did not mention the period over which this growth has been attained, which in itself is misleading. As per IRS 2011 Q4, in the last quarter Lokmat has added only 5,000 SEC A readers in Pune city. The CCC concluded that the claim, “Lokmat has added 65,000 readers in SEC A segment in Pune”, was misleading, as the advertisement did not mention the reference period pertaining to the source data. The advertisement contravened Chapter I.4. of the ASCI Code.  The complaint was Upheld.

     

    A complaint was filed against Glenmorangie’s print advertisement which appeared in Conde Nast India in the February issue. The advertisement states: “Why is it so important that we only use our casks twice?  Taste Glenmorangie and the question becomes rhetorical”.  The visual depiction of the brand name is suggestive of a well-known brand of liquor – Glenmorangie. In the absence of specific information, the advertisement appears to be a surrogate advertisement for Glenmorangie. The CCC concluded that the advertisement was a surrogate advertisement for a brand of alcohol – Glenmorangie.  The advertisement contravened Chapter III.6 of the Code.  The complaint was Upheld.

     

    Alchemist’s claim of “India’s most successful MBA prep” was pulled up too. It has not been backed up and substantiated and there is no validation by any independent agency that confirms this claim. In the absence of any proof, supporting information, from the Advertiser, the CCC concluded that the claim, “India’s Most Successful MBA Prep” was not substantiated.  The advertisement contravened Chapter I.1 of the Code.  The complaint was Upheld.

     

    Shree Maruti Herbal’s print advertisement on “Maruti Stay -On Capsules & Oil” claimed that it “helps improve vitality, stamina and energy”.  The website also claimed “Stay-On guarantees – “Sexual performance of adults in all age groups”,  “Rectifying temporary / partial / occasional or permanent  erectile dysfunction”,  “Increasing the extent of orgasm”,  “Augmenting libido”,  “Increasing the length & size of penis”,  “Mending premature (early & sudden) ejaculation”,  “Enhancing vitality, vigor and stamina”,  “Stay-On is 100% natural with no side effects.  It is a totally secure tested product”. The claims in the print advertisement and on the website were not substantiated. The advertisement and the website do not provide any scientific data related to the safety and efficacy of the product. The CCC concluded that the claim, “helps improve vitality, stamina and energy” was not substantiated.  The advertisement contravened The Drugs & Magic Remedies Act.  Also, the advertisement tends to create, by implication, a perceived inadequacy of physical attributes, in this case the impotence and infertility, which could be objectionable to both men and women.  The advertisement contravened Chapters I.1, III.4 and I.5 (d) of the ASCI Code. The complaint was Upheld.

     

    Jake’s Beauty-Spa-Salon & Academy received a complaint related to its design and copy. It is similar to the Complainant’s advertisement of “Schnell Hans Salon Spa & Academy”. The CCC noted the contents of the Complainant’s and the Advertiser’s advertisements and concluded that the headline, “Your Passport to Success”, was similar to the Complainant’s advertisement and thus suggested plagiarism.  The advertisement contravened Chapter IV.3 of the Code.  The complaint was Upheld.

     

    According to the complainant, the TV commercial for Nikon camera required permission from the Animal Welfare Board of India (AWBI) for the use of birds in advertisement or films.  In the application by Nikon, permission was asked for four sparrows to be shown in their natural habitat with a girl playing and passing through. In reality, the birds turned out to be cockatiels which are being used as toys by the girl. The CCC concluded that as the requisite permission was not received from the AWBI to shoot cockatiels in the TVC, it was in violation of The Performing Animals Registration Rules 2001.  The advertisement contravened Chapter III.4 of the Code.  The complaint was Upheld.

     

    During the month of May, the CCC also received complaints against five television commercials. The complaints were received against the advertisement of Midas Care’s Clean & Dry cream, Sprite Cold drink, Emami’s Fair & Handsome for Men, Gillette Mach 3 and Extra Strong Axe. However, as these advertisements did not contravene ASCI’s codes or guidelines, the complaints were Not Upheld.

     

  • Video automatically increases engagement by keeping the user busy, while advertising and other messaging can be shown non-intrusive to the user experience, says Upen Rai

    The Anchor: Upen Rai on 5 reasons why online videos are important for marketers

    By Upen Rai

     

    1. Video gets undivided attention

    Web pages are full of hyperlinks, images, advertisements, and so on which distract the user. When a video plays, the user is fixated on the audio and video with undivided attention. What better medium to get your message across to the user?

     

    2. Video is ubiquitous 

    The web is full of conflicting standards and making things work across device form factors and browser quirks can be frustrating. Video playback is ubiquitous and works equally well on all device form factors – so it is easy for online marketers to ensure that their message gets conveyed like it was meant to be!

     

    3. Video increases engagement

    Ever since web analytics were measured, website owners have struggled to keep bounce rates low and engage the user with interesting content. Video automatically increases engagement by keeping the user busy, while advertising and other messaging can be shown non-intrusive to the user experience.

     

    4. Video enables a higher call to action

    With the right mix of audio and compelling visuals, it is easier for brands to create a call to action and on the online medium, even lead a user into then completing a task. Video raises emotional connect with the brand and eases the user into completing actions like supporting a cause, liking a brand’s social media page, sharing the message with more users, and so on.

     

    5. Anybody can make online videos

    Whether it is a large corporate or a small group of non-profit volunteers, a compelling brand message is easy to create, produce and distribute in the online space. It is the best way for viral marketing and to gather more eyeballs.

     

    Upen Rai is Director, Times Internet Ltd

     

  • How do near-ad-free HD channels impact marketers, media planners and creative professionals? An MxMIndia report

    No (or low) ads on HD. Anybody complaining?

     

    By Meghna Sharma

     

    While there is no denying the importance of advertisements in a world where subscribers are unwilling to pay subscription fee for channels, there exist many viewers who are tired of innumerable ads interrupting their favourite soaps or sporting. The good news for them is that their ordeal has been put to an end through HD channels. At least for the moment

     

    With various broadcasters launching HD variations of their channels, many upper-end subscribers are shifting to HD set-up boxes or subscribing to an HD channel. However, as there are no free lunches in the world, these channels come at a premium.

     

    What media planners think?

    Most media planners feel that since HD channels come with a certain cost attached to them, it is but obvious that they cater to a limited audience.  So, most channels are aware of it and their target group.

     

    Anita Nayyar

    Talking about the HD channels’ reach, Anita Nayyar, director (customer strategy), BCCL, agrees that not many avail of the facility. However, with digitization being made compulsory, especially in the four metros things might change. “Unlike the West, inIndia a broadcasters make most of their money through advertisements, and not distribution. So, if HD channels reach only a certain section, then how will a channel make its revenue?”

     

    Ms Nayyar added: “Today, one might pay a premium cost to watch an ad-free telecast, but in the near future, if availability doesn’t increase then channels won’t have an option but to make exception to the rule. They will be forced to show advertisements; however, they might charge a higher cost or have a limited time slot.

     

    On the other hand, Hiren Pandit, managing partner of Group M, felt that broadcasters with HD channels aren’t feeling the pinch, since they want to cater to a different audience: “Apart from the top-notch TG, most broadcasters have non-HD channels as well, so they capitalize through them. And over a certain period of time, they’ll be able to cut losses.”

     

    Agreeing with Ms Nayyar and Mr Pandit, Janardhan Pandey added: “It’s not just about reach or money, there is another reason which plays an important part in making HD channels a hit and that’s viewers’ psyche.  A person who might be able to afford HD package might still go for cheaper option because he/she might feel why pay more when the same can be watched at a lesser cost. For them, a few advertisements don’t matter.”

     

    Marketers’ foresight

    A brand reaches its target audience through advertisements and in today’s time one can reach a cross-section of society through television. Hence, most marketers spend their most of their ad-revenue on TV.

     

    Karthi Marshan

    Karthi Marshan, EVP & Head Group Marketing, Kotak Mahindra Bank said: “Our estimate is that of the 136mn cable and satellite homes in India, 44mn are DTH. Of these, about 8 lakh are currently HD subscribers. That is less than 2% of DTH homes and a tad over 0.5% of all C&S homes. Now whether this affects a marketer or not depends on who is her core TG. For the average brand with SEC A & B as their TG this probably does not matter much, but yes, premium and super premium brands do stand to miss out on what could be core TG due to the fact that some of the HD channels still don’t run advertising.”

     

    He added: “The next question that marketers will have to contend with is broadcasters expecting to be paid separately or additionally for these audiences. While brands will make the argument that we have bought programs or channel presences and hence our ads should carry seamlessly to HD as well, broadcasters may well have a tenable argument to the effect that they are in the audience delivery business, and a premium audience can and should command a premium for access.”

     

    Similarly, Ashutosh Tiwary, EVP- Strategic Marketing, Godrej, feels that one needs to observe the situation over a period of time to know what will happen next: “If the ratings and numbers of non-HD channels on which the media deals are based, get affected due to HD feeds, then HD channels will probably will have to air the ads to make up. However, if HD numbers prove to be totally incremental, then the converse might hold true. Overall, if viewer retention and engagement goes up due to higher quality and reduced clutter, HD might require specific treatment.”

     

    While Simeran Bhasin, marketing head, Fastrack and new brands at Titan said that as a consumer she loves to watch her favourite programmes on ad-free HD channels, but as marketer she’ll have to look for other methods to reach the TG. “HD is here to stay and marketers will have to figure out ways to reach out their consumers. Because with technology available everywhere, one can easily switch-off their TV sets to watch something online which is accessible without any interruptions. So, marketers will have to sooner or later adapt to survive.”

     

    Vipin Mehra, former sales head, Pidilite, said: “It’s very important for any brand to send constant reminders to its TG about its existence, especially in today’s competitive market. So, brands will prefer a channel which will help them in doing so.”

     

    Keeping their fingers crossed

    Creative people on the other hand aren’t very happy with HD channels as they affect their work/business, but feel that things will change for good.

     

    KS Chakravarthy, director, DraftFCB Ulka, felt that though one might want to enjoy an ad-free telecast, it’s just a passing phase because channels have to make revenue which comes from advertisements. KV Sridhar, National Creative Director at Leo Burnett, too agreed with Mr Chakravarthy, adding: “When and as HD channels availability increases, broadcasters might be forced to start showcasing advertisements as well.”

     

    Who’ll be the ‘real’ beneficiary?

    Advertisements or not advertisements, broadcasters have to follow a business plan and many feel that they’ll have to succumb to it. “One or two networks have begun taking a smattering of ads, and this will only grow, I am guessing,” said Mr Marshan. A business is run on revenue and if it cannot be generated, then changes have to be made. However, for the time being, the viewer can enjoy an ad-free programme.

    One will just have to wait and watch.

     

  • Complaints against TV ads reduce as complaints against print ads continue

    ASCI upholds complaints against 12 ads

    By A Correspondent

     

    During March and April 2012, the Consumer Complaints Council (CCC) of ASCI, upheld complaints against 12 advertisements, most of them part of the healthcare and/or personal hygiene sector. During the same time, the CCC did not uphold complaints made against 12 advertisements.

     

    Euro Fashion Inners received complaints against its print advertisement published across newspapers across the country.  As per the complaint, the advertisement shows “naked men holding cockerels against their pelvic region while asking ‘what’s your size’?” This advertisement was seen as obscene and seriously offensive to public decency. The CCC concluded that the advertisement was indecent, vulgar and repulsive, likely to cause grave or wide spread offence. The complaint against the advertisement was Upheld and the advertiser was asked to stop the campaign.

     

    Sareen Hair Clinic’s advertisement stated that “Hair re-growth – also treatment for hair falling, baldness, alopecia, and thinning of hair. Non surgical hair replacement – painless, totally natural, completely undetectable, look younger in just 120 days, surgical hair replacement – get your hair back naturally in just 1 day procedure.” The advertiser did not provide any proof or supporting clinical information, neither were any details provided on reports of tests/trails conducted from an independent recognized testing institution. In the absence of supporting clinical information from the advertiser, the CCC concluded that the advertisement is likely to mislead consumers. Hence, the complaint against this advertisement was Upheld.

     

    Fit and Fine Slimming Centre and Beauty Clinic was under the scanner for their advertisement which claimed that “Reduce upto 5 kg, Lose up to 15 inches with Ultra Lypolysis Program, Advanced treatment free”. The advertiser failed to provide  data or supporting technical information with details of reports of tests/ trails conducted by an independent recognized testing institution, in substantiation of these claims. In the absence of supporting clinical information, the CCC concluded that all claims mentioned in the advertisement were not substantiated and the complaint was Upheld.

     

    Fair Pharma was pulled up for their advertisement that states “Cancer – We open for you the door back to life”. The treatment given by Fair Pharma for curing Cancer is not provided and the claim implies assuring consumers of curing cancer, which is a false claim. The claim needs to be substantiated with data based on independent scientific research. Since the advertiser failed to respond to ASCI’s letter and in the absence of supporting clinical information, it was concluded that the advertisement could be misleading and could cause wide spread grievance. Hence the complaint was Upheld.

     

    The advertisement of Smart Careers (BBS/BBA), claimed “guaranteed College Admission”. This claim was not backed or substantiated with data or evidence. Also, there was no validation provided by an independent agency to confirm the claim. In the absence of any proof, it was concluded that the advertisement contravened Clause 3 of the aSCI Guidelines for Advertising of Educational Institutions and Programs and hence this complaint was Upheld.

     

    Similarly, the advertisement of Career Launcher (IIM Calls) was pulled up for their claim “24 YLP admits in ISB.” In the absence of any verification of claims from an independent body, the CCC concluded that the advertisement contravened chapter 1.1 of the code and the complaint was Upheld.

     

    Stoss Welle Healthcare was under the radar for their advertisement which states “Many suffer from erection related problems/ pre-mature ejaculation/ leakage of urine/ difficulty in urination. Are you one of them? Obtain desired results with the help of latest proven state-of-the-art non surgical Swiss Technology.” Advertiser must provide proof, supporting clinical information, with details of report of tests and trials conducted from independent recognized testing institutions. In the absence of supporting clinical information, the CCC concluded that the claims mentioned in the advertisement and cited in the complaint, were not substantiated. Hence, this complaint was Upheld.

     

    Shree Baidyanath Ayurved Bhavan P Ltd’s advertisement on Rheumartho Gold Capsules stated that “Enriched with most effective swarna bhasma and salal guggul; Offer lasting relief from backache, joint pain, muscular pain etc; Helps to treat the root cause of pain and Helps to regain the flexibility of joints”. Advertiser should provide proof, supporting clinical information, with details of test/trials reports conducted from an independent recognized testing body in order to substantiate these claims. However, in the absence of adequate clinical information, the CCC concluded that the claims mentioned in the advertisement and cited in the complaint were not substantiated and therefore this complaint was Upheld.

     

    In April, media house Dainik Jagran’s 2 advertisements were pulled up for being false and misleading. For their claim, “Haryana mein Dainik Jagran 2 guna Dainik Bhaskar se” Dainik Jagran has used the data of readership in the city of Faridabad and implied all state leadership. As a standard practice while comparing two publications, city data cannot and must not be referred to as state’s data. The CCC noted that the claim, ‘Haryana mein Dainik Jagran 2 guna Dainik Bhaskar se’ was not made on the basis Average Issue Readership (AIR), which was considered misleading.  On another occasion, their advertisement which stated that Dainik Jagran is “Haryana’s No.1 newspaper,” was also pulled up for misleading the readers by using visual aids to create the illusion of its leadership and gap between the newspaper brands. Complaints against both these print advertisements were Upheld for being false and misleading.

     

    Vodafone, which is usually known for their excellent taste in advertising, was under the radar in April, for their TVC which depicted school going kids getting attracted towards each other and fall in love. The CCC concluded that the sexualized subtext of young teens being attracted to one another was likely to cause grave and widespread offence. Hence, the complaint was Upheld.

     

    Pernod Ricard’s print advertisement on Absolut Kher, shows the visual depiction of a ‘bottle’ which is suggestive of a well known brand of liquor product – Absolut. The CCC concluded that the depiction of the bottle with the titles ‘Absolut’ was in violation of the ASCI Code as it propagated a product, the use of which is banned under the law. The complaint was Upheld.

     

    During the month of March, the CCC also received complaints against two advertisements of  Perfetti Van Melle, and one each against Gulf Oil India, HUL’s VIM Detergent Bar, and Cadbury India’s Perk Chocolate, Johnson’s Baby Top-To-Toe Wash, HUL’s Close Up toothpaste, Parle Mango Bite, Uninor, HUL’s Axe Shower Gel, and Tata Chemical Ltd’s Tata Swach Water Purifier. As these advertisements did not contravene ASCI’s codes or guidelines, the complaints were Not Upheld.

     

    Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is dealing 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.

     

  • The Consumer Complaints Council (CCC) of ASCI upheld complaints made against 17 advertisements, from various sectors like agro products, deos, and Home Shopping Networks

    ASCI upholds complaints against 17 of 31 ads

    By A Correspondent

     

    The Consumer Complaints Council (CCC) of Advertising Standards Council of India (ASCI) received a complaint against Bollgard, which had made claims of boosting cotton farmers’ income by Rs31,500 crore, reducing usage of insecticides, containing in-built plant protection and increasing yields. The CCC concluded that the claims made in the advertisement and cited in the complaint, were not substantiated. The advertisement contravened Chapter I.1 of the ASCI Code.

     

    The complaint was upheld.

    PassPortDeodorant’s TVC, which focuses on a woman’s body and lewd expressions on the face of the male actor, was pulled up by the CCC. It was concluded, that the advertisement was obscene and that, in the light of generally prevailing standards of decency and propriety, the TVC was likely to cause grave or widespread offence.

     

    The complaint was upheld.

    Telemart Shopping Network Pvt Ltd’s advertisement of Sandhi Sudha was under 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 in the absence of scientific substantiation, the claim “Sandhi Sudha cures the disease of arthritis and spondylitis” was not substantiated and was misleading. The complaint regarding “money back guarantee” was misleading as the terms and conditions for the refund were not mentioned in the TVC.

     

    The complaint was upheld.

    Association of Mutual Funds inIndia’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 is to the word “ensures” as it could be misleading.

     

    Hence it was upheld.

    Dr. Ayurveda Power Prash and Body Growth’s advertisement for ‘enhancement of sexual power’ was questioned for its claims stating “increasing sperm count, helping people suffering from infertility to have kids.” The CCC remarked that these claims were not substantiated. The advertiser should provide clinical data in substantiation of these claims. The CCC concluded that the TVC contravened The Drugs & Magic Remedies Act.

     

    Hence, the complaint was upheld.

    The advertisement of Glen Appliances Pvt. Ltd’s print advertisement states “Do you know cooking in aluminium can be harmful?” while the website states “Do you know aluminium cookware is not safe?” These claims are not truthful, and have not been substantiated by any reputed international organization such as the World Health Organization (WHO) or by any country noted for a high standard of vigilance in consumer protection. The claims are not based on facts, and incapable of reasonable substantiation. It also unfairly denigrates attacks and discredits all aluminium cookware directly. The CCC concluded that the print ad’s and the website’s claim that cooking in aluminium is not safe were misleading.

     

    The complaint was upheld.

    Vanesa Inc’s advertisement of 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 advertisement contravened Chapter IV.3 of the ASCI Code.

     

    The complaint was upheld.

    In the personal hygiene segment, the CCC received a complaint against Stayfree All Night. As per the complaint, the advertisement claims that “Stayfree all night has the unique five guard. This in comparison to your Ultra is longer, wider, with more body coverage, more absorbent and drier too.”

     

    This claim means that the Stayfree All Night is better than all the pads in the market which use the word “Ultra”. But in reality this is not the case as has been admitted by the TVC itself in the form of a super which states, “When compared only with Ultra napkins of 280 mm length and 105 mm back width.” Making comparison against product in different segment is unfair and misleading. As the comparison was not made between products of a similar size, the TVC was considered misleading.

     

    The complaint was upheld.

    Health drink Complan’s advertisement was under the scanner this time around. The TVC claimed 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 upheald.

    In the education sector, Noesis Education and Management Services was pulled up for their advertisement which made claims of being ‘Biggest in India, attended by 1200 students at a time’, ‘Do not miss out on being trained by the best subject experts from all over the country,’ ‘High quality contents from Bestselling authors, rank holders and subject matter experts.’ In the absence of comments from the Advertiser, the CCC concluded that the claims mentioned in the advertisement, and cited in the complaint, were not substantiated.

     

    Hence the complaint was upheld.

    In the healthcare and pharma sector, Pfizer’s advertisement on 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: “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 vandalizing 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 claimed that the product provides ‘World’s Safest Water’. The TVC does not provide any basis, facts or reference to any study or research work which substantiates this claim. The CCC concluded that, whilst the water from Aquasure water purifier is safe, the claim of the “World’s safest water”, is 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. The tabular format compares the product features and puts a ‘?’ against Pureit products. The CCC concluded that, while Eureka Forbes has gained trust of the consumers, to say that Pureit products have not, is disparaging. By marking a ‘?’ against the Pureit brand is misleading and creates doubts in the minds of the consumer. It was thus concluded that the leaflet contravened the code.

     

    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., Fast Track watches, Killer Deodorant, Wild Stone Deodorant, TATA Docomo, Colgate Palmolive, Dulux Paints, and Santoor Soap amongst others. As these advertisements did not contravene ASCI’s codes or guidelines, the complaints were not upheld.

     

    Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is dealing 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.

     

  • The industry needs to highlight the advantages of radio and showcase some marketing successes built on radio campaigns, feels Anurradha Prasad

    Much needs to be done to make radio top-of-mind: Anurradha Prasad

    Anurradha Prasad is the Chairperson cum Managing Director, B.A.G Network. She is also the President of Association of Radio Operators for India (AROI). In conversation with MxM India’s Robin Thomas, Ms. Prasad spoke at length on the overall FM phase III developments, self regulation for FM radio in India, the challenges and road ahead for the radio industry in India.

     

    With positive changes such as the Union Cabinet accepting Ministry of Information and Broadcasting’s (MIB) FM phase III proposal, FDI limit being raised marginally, news to be allowed on private radio stations, and government’s nod to e-auction, as the AROI President, what are your views on the overall development in the industry?

    Phase III is an important step forward in the development of radio industry in India. However, much more needs to be done to make radio a top-of-mind media for Government and Advertisers.

     

    How could it have been better?

    Issues such as extension of time period and the resulting extension fees for existing radio operators have not been addressed. Phase III players will get a 15-year license, as was repeatedly demanded by AROI. However, the existing operators, who convinced the Government that the 10-year period is too less for even recuperate investments, feel let down due to this. Further content freedom allowed to all other media continues to be denied to FM radio.

     

    When is FM phase III expected to be rolled out? What are your expectations from it?

    The MIB has already constituted inter-ministerial committees to execute the policy. Time lines can be best advised by them.

     

    The government seems to be reluctant in allowing complete independence to FM radio on news and current affairs. What do you think is holding them back? 

    The issue is of setting up a monitoring system so that radio content can be monitored by the government. Once this is ready, we don’t think government will have any reason to limit news on FM radio.

     

    Unlike the print or the television, radio is said to be a highly regulated medium. Shouldn’t the radio industry also be self regulated rather than be regulated by the government?

    Yes, radio should be self regulated and that is why we are formulating our own codes so that national interest is kept sacrosanct in radio content.

     

    Can you throw some more light on the self-regulation and content code? Will the code of ethics be restricted only to AROI members?

    We will share details once the code is formulated and approved by the members. As all operators are members, there is no distinction between AROI and the industry.

     

    RJ Mentions is seen by some as a breach of ethics, especially because the station fails to inform the listeners that it is a plug. Do you agree?

    We cannot generalize as this can be decided only on a case to case basis. But we will formulate guidelines.

     

    Do you think radio stations are far too much dependent of advertising revenues? Are there any other sources of revenues that can be explored? 

    It is a fact that all forms of media are dependent on advertisements. Radio, being free to air, is slightly more dependent. However, radio will open up over 200 new markets this year to marketers. I think the immediate focus has to be in these markets. Combination of ground events, backed by radio, could be another revenue source.

     

    Has the music royalty issue finally laid to rest by the copyright board? What is the revenue sharing ratio between FM stations and music companies?

    Only those operators who had approached Copyright Board have got the benefit. The judgment is also under appeal from music industry. However, with statutory licensing being planned by HRD Ministry, the other operators can take immediate advantage thereafter.

     

    What according to you are some of the challenges before the radio industry? What steps need to be taken to overcome them?

    The main challenge is to change the mind sets, especially of advertisers, for whom radio is still at the bottom of their media plans. The industry needs to highlight the advantages of radio and showcase some marketing successes built on radio campaigns.

     

    Is employee retention one of the challenges facing the radio industry? Is there a talent crunch?

    There is always a talent shortage in media. However, like in television, radio, too, managed to operate over 240 stations on a non-existent talent base. AROI, on its part, is setting up a Skill Development Council for talent development, in association with Government & FICCI.

     

    What is the road ahead like for the radio industry?

    Right now the focus will be on closing pending issues – with BECIL, Prasar Bharti – as also the upcoming bid for 800 stations. In the longer run, radio is set to emerge as a strong competitor to both print and TV, with its uniqueness as both a local and national media, as well as the only media that is consumed even while consumers are engaged in other activities such as driving, working or playing.

     

  • Of the total 18 ads brought up, many are claims by home shopping networks which are under the scanner.

    ASCI upholds complaints against 10 ads in Sept-Oct 2011

    By A Correspondent

     

    During the months of September and October, the Consumer Complaints Council (CCC) of the Advertising Standards Council of India (ASCI) upheld complaints against 10 advertisements, most of them being products of home shopping networks. During the same period, the CCC dismissed complaints against eight advertisements.

     

    TVC Sky Shop Ltd. released an advertisement for Sandhee Suddham Oil which made claims of ‘Immediate relief from joint pain (Arthritis) -100% effective; effective ayurvedic treatment to get relief from knee pain, all joint pain and arthritis; increases the flow of joint fluid; repairs and strengthens the damaged tissues to make your joints strong and give quick relief from pain and swelling and solves all your joint pain problems’. The claims had to be substantiated with technical data through clinical research and appeared to be gross exaggerations. They portrayed that the product, inclusive of its ingredients, possessed special properties, which were not yet proven scientifically. This was likely to lead to grave disappointment in the minds of the consumers. The complaint was upheld.

     

    GTM Teleshopping Pvt. Ltd’s advertisement of Divyarishi’s Kuber Kunji claimed ‘Kuber Kunji will protect you if you are continuously in debt, if your money is spent as soon as you earn, if you have to struggle for anything in life.’ In another advertisement of Badha Mukti Yantra, the TVC suggested that ‘All of a sudden the happiness of your family disappears, your shop and business goes into a loss, if you come under the spell of black magic, then Badha Mukti Yantra is the cure/solution.’ One more complaint was made against the Shani Shubh Yantra advertisement which claimed ‘Shani Shubh Yantra will protect you from your business failing, from your marriage being on the rocks, from you not getting interview calls for a job, from marriage proposals for your beautiful daughter breaking down.’ The TVC for AAA Teleshoping Pvt Ltd’s Maha Dhan Laxmi  Yantra encouraged the use of this product for ‘procuring the blessings of Goddess Lakshmi and better finances and assets.’ The TVC claimed that the Maha Dhan Laxmi Yantra has miraculous powers to provide financial advancement and stability to the consumers. In all the cases, the CCC concluded that, in the absence of any response from the advertiser, the claims made in the advertisements and cited in the complaints, were not substantiated and were likely to cause widespread disappointment in the minds of the consumers. The complaints  were upheld.

     

    In a complaint against Skymall/ Global Skyshop’s Sai Darshan Pendant, it was stated that the TVC encourages the use of this product for procuring fame, better finances and assets. The TVC professes different stones for different sun signs. The TVC claims that ‘Sai Darshan pendant has miraculous powers to grant everything one wants in life.  The product is said to have the blessings of Sai Baba.’ The CCC concluded that, in the absence of comments from the advertiser, the claims made in the advertisement and cited in the complaint, were not substantiated and were likely to cause disappointment. The complaint was upheld.

     

    Bharat Business Channel Ltd’s Videocon d2h advertisement claimed that ‘Videocon d2h is the No.1 DTH service.’ This claim was in clear contradiction of the fact, since Videocon is neither the oldest nor largest DTH service provider nor does it provide  the largest number of channels.  Moreover, no survey or study was conducted in the market which has given such “No.1” rating to Videocon. The advertisement was seen as being false and misleading. The CCC concluded that the claim was not substantiated with data or independent market research.  The complaint was upheld.

     

    Shri Lal Mahal Empire Basmati Rice’s recent advertisements also came under the CCC scanner with their claims on ‘Fat and Sugar Free Rice.’ The website claims, ‘Empire Basmati rice is India’s first sugar free, fat free rice with no cholesterol content’ while the TVC claimed the product to be ‘Sugar and fat free’. As per the complaint, being free of sugar, cholesterol and fat are general characteristics of rice, and are not limited to a particular brand. Moreover, rice is produced naturally, so one can’t change its nutritional value without genetically engineering the crop. These claims had to be substantiated with data from an independent scientific research. The CCC concluded that the claim was not substantiated and hence was misleading. The complaint was upheld.

     

    TVC Sky Shop Ltd’s advertisement of Dr. Slim Tea claimed that ‘Lose weight with a cup of Herbal Tea; Ayurveda offers a comprehensive approach to tackle this lifestyle disease; Dr. Slim Tea is a premium blend of therapeutic herbs like Garcinia, Gymnema, Licorice, Ocimum, Pippali, Marich and so on, formulated to boost your metabolism and digestion, improve your immune system and shed kilos of extra fat, weight and inches and you will feel a noticeable effect from the first cup of Dr. Slim Tea.’ It was stated that these claims needed to be substantiated with technical data based on an independent clinical research. In the absence of comments from the advertiser, the CCC upheld the complaint.

     

    There was a complaint received against the TVC of Popular Finance – Gold Loan, which is said to have appeared on Asianet TV. As per the complaint, the TVC claimed that Popular Finance is ‘India’s No.1 Gold Loan Company.’ It was stated that this claim is false, as Muthoot Finance isIndia’s largest Gold Loan company(in terms of Gold Loan Portfolio source, ICRA Management Consulting Service Ltd – IMACS report on Gold Loan Market inIndia). The CCC concluded that the claim, “India’s No.1 Gold Loan company” was not substantiated, and complaint was upheld.

     

    During these two months, the CCC received complaints against Idea 3G, Maruti Stepney, Lilliput Kidswear, Expert Dishwash Bar, Ceat Tyres, Tata  Docomo Mobile  Network, Mankind  Pharma  Ltd’s Manforce  Condoms and Max New York Life  Insurance amongst others. As these advertisements did not contravene ASCI’s codes or guidelines, they were not upheld.

     

  • Claims by FMCG, educational institutions and health centres also on CCC radar

    ASCI’s Consumer Complaints Council upholds complaints against 17 out of 25 ads

    By A Correspondent

     

    During July and August 2011, the Consumer Complaints Council (CCC) of ASCI upheld complaints made against 17 advertisements from various sectors like Education, Health, FMCG and Restricted products. During the same timeframe, the CCC did not uphold complaints against 8 such advertisements.

     

    In a complaint received against the advertisement of Maruti Suzuki – Estilo Magic, the advertisement mentions the mileage of i10 (1.1) Era as “16 kmpl”, which is incorrect.  i10 (1.1) Era ARIA certified mileage is 19.8 kmpl. The CCC concluded that the data stated in the advertisement about the mileage of the competitor did not tally with the ARIA Certification and is false.

     

    There was a complaint relating to the advertisement of “Bata India – Think Weinbrenner, Think Outdoors.” As per the complaint, Bata had carried out a print campaign for Weinbrenner, wherein the copy read, “SMS Bata <space> <your e-mail id> to 58888 to win exclusive gifts”. Acting on the line, the complainant sent SMSes twice, but was never offered or sent any gifts. The CCC concluded that the statement, “SMS BATA…to win exclusive gifts”, was misleading as the advertisement did not state clearly all material conditions to enable the consumer to obtain a true and fair view of his prospects in such activities.

     

    A complaint was received against advertising communication of Hindustan Unilever – Pureit Water Purifier. As per the complaint, the commercials make a claim of “Pureit 1 Crore safety challenge”.  The CCC considered the technical proof provided by the advertiser and the complainant and concluded that whilst Pureit “meets USA’s EPA stringent germ-kill criteria”, it is not the only one to do so.  The claim, “It’s been 2 years and till date no purifier in India has been able to meet Pureit’s Safety challenge”, is misleading as this challenge was only against products launched prior to December 2009. Thus, the communication created a false impression that Pureit is the best water purifier.  This complaint was also upheld.

     

    In the education sector, there was a whole set of advertisement that received complaints. For T.I.M.E. – CAT’ 11/12, the claim “Largest student base: 1,30,000+ students trained for CAT’09 & CAT’10” was  rejected as the claim was not validated  by any third party nor the advertiser  had compared any data of other service providers in the same category. Also, the claim, “Best faculty team in Delhi – NCR”, was not supported by any comparative data. Another claim, “Best Results: 50%+ of students in the IIMs are from T.I.M.E.”, was neither validated nor supported with any independent data, and the claim was based on 2009 and 2010 data as mentioned in the advertisement. The CCC concluded that pending the validation of the data by independent auditors, the claims are misleading and hence upheld the complaint.

     

    Career  Launcher (I)  Ltd in one advertisement mentioned that,”4300+ IIM calls in CAT”10″, “CL scores: 4/8 100 % in CAT’10, FMS’10 & 11 Toppers, JMET’10 Topper”. These claims were not backed and substantiated with data/ evidence.  The CCC concluded that pending the validation of the data by independent auditors, the claims mentioned in the advertisement and cited in the complaint are misleading. The complaint was upheld

     

    The advertisement of Team Satyam claimed that “75+ Students and counting, in National Law Schools”, “95% of call getters from Lucknow are Clat Possible students”,  “5/5 NLU-Delhi call getters from Lucknow are Clat Possible students”, “3 NLSIU, 5 NALSAR, 7 NUJS, 8NLU-D  Students to National Law Schools”,  “40+ Students to National Law Schools”. The CCC concluded that pending the validation of the data by independent auditors, the claims mentioned in the advertisement and cited in the complaint, are misleading.  The advertisement contravened Chapter I.4 of the Code.  The complaint was UPHELD.

    A TVC of Greenply Industries Ltd. Greenlam Laminates showed “an old man going through the Catholic sacrament of baptism, and thereafter his funeral which shows a coffin made with Greenlam Laminates. The TVC is extremely offensive and mocks the Roman Catholic faith, by unnecessarily using sacraments to promote its product.  The CCC concluded that the TVC appeared to trivialize conversion and thus is likely to hurt religious sentiments. This complaint was upheld.

     

    Hindustan Unilever Ltd’s Dove Damage Therapy TVC claimed that Dove is the most recommended shampoo by Indian women”, is qualified by a super stating “Based on a study conducted amongst 400 women”.  It was stated that a base size of 400 is far too small to be used to support this claim and it also did not clarify the parameters for which the Dove shampoo is recommended. Also, the supers in the said advertisement are blurred and illegible. The print advertisement, TVC, and the hoardings contravened Chapter I.4 of the Code and the claims are misleading, hence the complaint was upheld.

     

    Procter & Gamble Home Products  Ltd’s -  New  Ariel  Oxyblu – Deep Clean Technology ad showed the removal of three difficult stains, namely ink, oil and tea by use of Ariel Oxyblu, whereas the claim support data mentioned in the super is for ink stains alone. The super reads “Creative visualization.  Based on technical test by independent laboratory (Prema Labs, 2011) tested on ink stain in three different layers of polyster fabric v/s ordinary powder.  It is clear from the same that the claims about removal of oil and tea stains are completely unsubstantiated. The CCC concluded that the claim read in conjunction with the visual depiction is misleading by implication.

     

    Pernod Ricard India Pvt Ltd, in its  TVC of Royal  Stag  – Mega  Cricket showed the visuals of the cricketer Harbhajan Singh on his first day in a ball bearing factory. He is shown saying, “Have I made it large?” As per the complaint, the TVC begins with the repeated use of the word “large”, which is normally referred to as a measure of liquor and by associating it with Royal Stag, which is a liquor brand, the TVC is an overt insinuation aimed at conjuring up the image of a liquor brand and therefore an indirect and surrogate advertisement for liquor. Despite having approvals from CBFC for using the slogan, the CCC concluded that the TVC uses the brand name and logo of a liquor product. The advertisement contravened Chapter III.6 (c) (d) of the ASCI Code. Also, as the TVC violated the Rule 7(2) (viii) (A) of The Cable Television Network Rules 1994, the TVC is in breach of the law and contravened Chapter III.4 of the ASCI Code.  The complaint was upheld.

     

    As per McDowell’s No.1 Platinum Soda advertisement which begins with the visuals of a Sikh boy resembling cricketer Harbhajan Singh shown sitting on a large ball and saying, “Have I made it large”.  Then they show the arrival of his father and upbraiding him for making a large ball instead of ball bearings. This is followed by cricketer Mahendra Singh Dhoni’s dialogue, which goes on to say, “Zindagi mein kuchh karna hai to large chhodo. Kuchh alag karo, yaar. McDowell’s No.1 Platinum Soda. No.1 Spirit of Leadership”.  The TVC is a clever ploy of capitalizing on the image of a liquor brand sought to be created in the TVC of “Royal Stag – Mega Cricket”, and then extrapolating it with another liquor brand “McDowell”.   The use of the word “Spirit” in its tag line further enhances the image of the liquor brand and therefore the TVC is an indirect and surrogate advertisement for liquor. The complaint was upheld.

     

    One of the Ford Figo advertisements stated that the “Ford Figo leaves its competition far behind”, and has made comparison of Figo Advantage with Hyundai i10 in terms of space and maintenance. The facts used in the advertisement were based on Ford’s internal Benchmarking study, and had no independent support. The advertisement was deemed as misleading the consumers by the CCC which concluded that the claims made in the advertisement were not substantiated on the basis of an independent survey.

     

    General Motors India Pvt. Ltd.’s TVC of Chevrolet Beat Diesel adopted the tagline of “India’s most fuel efficient car”, and have, with a view to mislead the consumers, tried to justify the same by relying upon a stray comment in an article published in ‘Autocar India’ of August 2011 issue, whereby the magazine by its own non-standard method tried to give a general sense to consumers of city driving fuel efficiency of the ‘Beat Diesel’.  The Beat Diesel advertisement uses the tagline which is same as that used by “Indica eV2” in their advertisement of being “India’s most fuel efficient car”.  This fuel efficiency claim is backed by ARAI who have certified ‘Indica eV2″. Apart from plagiarism, the advertisement is disparaging the ‘Indica eV2’. The CCC concluded that the claim was not backed by the data of ARAI. This part of the complaint was upheld.

     

    Titan’s Fast Track Watches advertisement showed a young woman taking off her innerwear (bra) from underneath her T-shirt and holding it out as if to discard it.  The advertisement is promoting a new offer of 20% off on watches. The advertisement is offensive to women, damaging young minds, and totally unrelated to the subject of the advertisement.   The CCC concluded that the depiction of the young woman is likely, in the light of generally prevailing standards of decency and propriety, to cause grave or widespread offence and hence the complaint was upheld.

     

    During these two months, the CCC also received complaints against Samsung ACs, Royal Hygiene Care Pvt Ltd’s She Comfort, Hindustan Unilever’s Pureit Marvella eWater Purifier, IMS  Learning  Resources  Pvt  Ltd, Hardcastle Restaurant’s McDonald’s, L’Oreal India’s Garneir Fructis, Hindustan Unilver’s Clinic All Clear and Tata Indicom amongst others as these advertisements did not contravene ASCI’s codes or guidelines.

     

     

  • Audiences today consume several media forms at the same time, and getting a message across is difficult. What is needed is acts and not ads.

    Ad Asia: Acts, not Ads

    By Akash Raha

    Times have changed and with that has changed strategies of communication from brand to consumers. For much of its history, the art of advertising revolved around the creation of the ad: an expertly crafted message conveyed through traditional media and consumed by end audiences. But the audiences today have changed, they way the consume media today has changed. Audiences today consume several media forms at the same time, and to get a message across to them now is a difficult task.

    Digital and social media have upended the erstwhile models of communication. Marketing messages are now more visceral and participatory. In this era, consumers themselves can play the critical role in conveying the brand promise while energizing others to greater levels of awareness, empowerment and inspired action.

    Chris Thomas, Chairman and CEO of BBDO in Asia, Middle East and Africa & Chairman of Proximity Worldwide and Simon Bond, Chief Marketing Officer, BBDO/Proximity Worldwide in the session titles ‘Acts; Not Ads’ at AdAsia 2011 showed how ads are no longer enough. This session, deconstructed how, in today’s multidimensional media landscape, advertising messages are evolving into true social movements and acts that can affect and drive positive change. There are some old certainties which still remain certain and yet there are things that have changed forever.

    Mr Thomas said that there is a lot of uncertainty led through the forces of globalization the forces of urbanization. However, what really brings about this uncertainty is change. Giving examples from their life, both the members showed how their lives spent a decade apart had so many changes… from vinyl records to iPods, from friends on Penthouse to those on Facebook etc. These changes that we have seen in technology, has happened quicker and faster. And now, we see how information is dispensed quicker and faster in unimaginable volumes. Like a decade or two back, our values and creativity is no longer shared by two or three people but rather millions of people on digital and social media space. To emphasize this dynamic change further, Mr Bond said, “People will look back at today like they did the Industrial Revolution. It is a fundamentally changed world.”

    The panelists of the discussion gave several examples to drive home their point. The first such example was that of Yellow Pages, with an age old advertisement and with a current one. The point that they were trying to emphasize was that earlier engaging with consumers was easy as there was less interference. But today we are living in a interconnected word and customers want to interact and converse with the brand. The need is to engage with the consumers, hence, what is needed today is acts and not ads.

    A recent Yellow Pages advertisement innovated to show the efficacy of yellow pages, and an act was created, where the consumers could participate and feel one with the brand. It shows the effectiveness of advertising in the yellow pages. The implication is that the company is the same as it used to be, the customers are the same as they used to be, but the times have changed drastically. Hence, one needs to engage and innovate. Today, the consumer is in control and is in a state of absolute power. Word of mouth, trust is one of the most important things for the customers today.

    For advertisers, the essence is to create compelling content and yet, it remains important to have a clear purpose behind it. The type of communication that we are doing today is just based on the fact as how consumers react. How people buy what they buy. With modern scientific techniques one can perhaps understand this a little better now; how they buy, what they buy, but the essence to understand is why the buy. People buy not what you do, but why you do it?

    Talking about Apple as a brand and Steve Jobs the panelists stressed on how they have unleashed the power of creativity. Similarly, Starbucks too went on to say “We don’t fill bellies, we fill souls” as their campaign went from using paper cups to reusable mugs. In a new data driven world, never has creativity been more important. We know more about the consumers than ever before. But there is a danger since there is so much of information and we have to differentiate between accountability and effectiveness. We must not spend much all our attention on things that we can easily calculated and can be accounted for. The primary driver should be effectiveness… It is a little hard to predict and a little hard to account for yet it remains superior.

    Furthermore, the panel gave examples of how successful acts were created by Aviva Life Insurance and Gillette through their campaign on ‘donate books’ and ‘women against dirty stubble’ respectively. Moreover, these acts generated good content too. Similarly Volkswagen created a campaign for people car in china which became immensely successful. Through several examples, the panel showed the efficacy of acts and showed how ads are no longer as compelling. What the consumers of today need is Acts, acts which they can live and be a part of.