An SX4 veers dangerously close to another car as it takes a left turn from the second lane. Speeding ahead, it crosses the dividing yellow line to overtake two more cars.
Another ad shows three people merrily riding on a Mahindra Flyte Power Scooter. None of them is wearing a helmet.
A third ad shows a tall boy bullying a much smaller one. Drink Dabur Chyawan Junior if you don?t want to remain a shorty, warns the voiceover.
If these and other ads made you sit up, they also caught the attention of the Advertising Standards Council of India?s (ASCI) attention. These, along with three other ads were recently found objectionable by the apex body that regulates the content of advertisements in India. In February, the consumer complaints council (CCC) of ASCI upheld complaints against advertisements from brands Dabur Chyawan Junior, Maruti SX4, Shanti Badam Amla Hair Oil, Tata AIG Insurance, IMS CAT Approach Program and Mahindra Flyte Power Scooter. That was followed by the regulatory body tightening the norms for food and beverage ads as well as auto commercials.
Under the scanner
ASCI found the Dabur Chyawan Junior advertisement objectionable as it claimed that if children didn?t drink the health drink they would remain short (bachche tingu rahenge). Subsequently, the CCC instructed that the ad be modified.
In the case of the Maruti SX4 TV commercial, the CCC ruled that the ad violated safe driving practices by showing reckless driving of a car across traffic lanes. Violation of traffic rules was observed in the case of the Mahindra Flyte Power Scooter ad too. With ASCI?s strictures in place, the advertisers have assured that the ads will be withdrawn.
CCC had called for modifications in the Yums! Restaurants? Pizza Hut ad. The ad showed a pizza with a starting price of Rs 100. However, the pizza depicted a visual of a pizza that was priced higher. The ad was displayed in a Pizza Hut outlet in Pune. The complainant found the ad misleading when he ordered for the pizza shown in the ad, expecting it to be priced at Rs 100. However, he was told that the pizza would cost him Rs 365. The complainant was told that for Rs 100, one would get a plain pizza without any toppings.
Checks and balances
As brands battle it out to get the customer?s attention, many a time they cross the line and depict absurd and sometimes dangerous situations in their commercials. And that?s when the ASCI steps in to clean the mess.
?ASCI realises that cut throat competition among products and the need for uniqueness can sometimes lead to senseless exaggeration and depiction of unsafe practices,? says ASCI secretary general Allan Collaco. ?The recent set of guidelines for automotive vehicles and food and beverages seeks to make advertising content safer and healthier for the general public.?
The newly introduced guidelines on automotive vehicles? advertising are directed at promoting safe practices such as wearing of helmets, fastening of seat belts and not using mobile phones while driving. The new code prohibits portrayal of traffic rules violations in any manner, showing reckless speed or manoeuverability that could harm the driver, passengers or general public. The code discourages showing stunts or actions without a readable cautionary message.
Reacting to the new norms, national creative head Rajiv Rao, national creative director of Ogilvy & Mather, said, ?Intoduction of these rules will not hamper creativity in anyway. These guidelines are understandable and acceptable as it helps in reminding the audience about the safety measures.?
He added: ?As far as creativity goes, we need to find ways to make the actor in the commercial look presentable and stylish with the helmet on.?
However, he also adds that today?s audience is smart and knows that certain things are exaggerated, but agencies ?should keep in mind these things and act responsibly?.
Agrees M&C Saatchi executive creative director Naren Kaimal, ?Advertisements have the power to influence and should be used in a responsible way. And if it is put in an irresponsible way, somebody should take the responsibility to put it in place.?
The code addendum on the advertising of food and beverages prohibits advertisements from depicting personal changes in intelligence, physical ability or exceptional recognition unless scientifically substantiated.
The code further states that nutritional and health benefit claims in food and beverage advertisements are required to be substantiated scientifically, including food products nutritionally designed as meal replacements.
It specifies that messages in advertising to children must accurately portray the products in a way that is in keeping with children?s ability to understand.
The code also stresses on the importance of parental care and guidance in making the right choices for their children.
Further, the food and beverage code prohibits advertisements and promotions from portraying over consumption in any way. It prohibits visual presentation of food and beverage to be any different from its actual material characteristics.
Said Collaco, ?The additions to the ASCI advertising code is in line with the swift changes happening in advertising and marketing in the country. As the code is self regulated, it will be adhered to by the industry and have reacted positively to it, he added.
According to Lowe Lintas national creative director Amer Jaleel, the code is completely justifiable.
?But, what I don?t agree to is the superfast disclaimer. The disclaimer should be made simpler so that it is clear and easily understandable,? he added.
However, the advertisers are not too forthcoming about the changes enforced by ASCI. Dabur India, when contacted, refused to comment.