Ads of FMCG firms under ASCI’s scanner

Advertisements from FMCG companies were in the limelight as complaints against them were upheld by the Advertising Standard Council of India (ASCI) for the period between July and September.
HUL, Henkel and P&G had their respective dishwash and detergents ads under the scanner. For HUL, its Vim dishwash liquid’s claim of “Just one drop is enough, New Vim drop has 10 times more lime power than the bar, even the grease you cannot see, it gets out”, needed proof and was not adequately substantiated, according to ASCI. HUL has been asked to modify its ad.
In the case of Henkel, its Pril dishwash liquid’s claim of “Each drop of Pril has active ingredients which removes grease better than the bar”, lacked proof and needed to be substantiated, felt ASCI. The advertiser has subsequently conducted the cleaning efficiency test with an independent lab, for which it has provided a copy of the report.
For P&G’s Tide detergent powder, ASCI felt the advertiser has contradicted its own statement in its television commercial (TVC). It mentions one spoon being required to clean clothes, when actually it is one scoop that is required as mentioned on its pack, leading to misinterpretation by its consumers.
The advertiser has assured ASCI appropriate modification of the claim in its TVC.
For Coca Cola India, its Thums Up TVC which showed an actor flicking a bottle from a speeding truck was not approved by ASCI as it would encourage youngsters to emulate criminal and dangerous acts. The company has since modified its ad.
Perfetti Van Melle and its Alpenliebe ad which shows a celebrity feeding a crocodile the chocolate was found to be violation of the Wildlife Protection Act. The TVC has now been modified by the company.
Liquor brands from United Spirits were also asked by ASCI to withdraw or modify its ads. For instance, its Royal Mist brand which claimed that “100 per cent premium grain means 100 per cent smoothness” appeared to be surrogate in nature. The advertiser has assured appropriate modification of the ad.
Again its Mc Dowell Signature brand which stated ``Success is very demanding, Success is good fun,” was found by ASCI to be misleading due to its ambiguity and was suggestive of a liquor brand. The ad has been subsequently withdrawn by the company.