Zoozoo Ads banned by ASCI

It has prohibited the airing of 2 commercials and instructed modifications in another ad with immediate effect. The Vodafone Essar Ltd advertisement which features the Zoozoo characters committing suicide was banned as it shows a dangerous action which is likely to encourage minors to emulate such acts, subsequently; the advertisement manifests a disregard for safety and encourages negligence. The Erudite Educational Centre Pvt Ltd ad claims "3 out of 4 IIM Calls from Kolkata' have been a part of the Erudite training program. However, the claim is unsupported and unsubstantiated by an independent source.

The advertisement is misleading and hence was asked to be taken of air. In another case of deceptive advertising, the Yum! Restaurants (India) Pvt Ltd ad showed a pizza with a starting price of Rs.100 but the pizza visually depicted was higher priced. Accordingly, the advertiser was asked to modify the ad. These advertisements were found to be in violation of Chapter 3.2(b), 3.3, 1.1 and 1.4 of the ASCI Advertising Code.

According to ASCI Secretary-General Alan Colaco, "The number of complaints against misleading, dishonest and indecent Ads has substantially increased in the last two months after ASCI launched its social awareness campaign. Consumers are getting more and more aware of their rights and duties. On the other hand, advertisers themselves are taking all precautions such that creativity does not mar authenticity of their claims. Today, there is almost 98 percent voluntary compliance by advertisers of C CC'ss decisions on complaints."

The complaints which were not upheld by ASCI's Consumer Complaints Council was of Hindustan Unilever Surf Excel where in a boy is frolicking in the mud, imitating the antics of a dog in order to humor his teacher whose pet has died. CCC declared that as the child is playing in the mud to provide solace to his teacher who has lost her pet, and as the said product promotes cleanliness, the advertisement is not exhibiting a dangerous practice. In the case of Harpic Max Clean advertisement of Reckitt Benckiser, the TVC claimed that Harpic provides the maximum cleaning. The usage instruction talks about 20 mins contact time. However, the claim of Harpic providing maximum cleaning and Harpic cleaning all germs post 60 minutes of contact with undiluted product were substantiated.

Red Bull India Pvt Ltd TVC had the cautionary message mentioned on the product pack and was found acceptable negating the complaint registered against the same. Castrol India Ltd's TVC of Castrol Lubricants shows a truck driver and his pilot son in which, the father says to his son that "I am no less than a pilot on the road as you are in the air." The TVC does not contravene the guidelines on automotive advertising according to ASCI CCC. Also, Bajaj Allianz Life Insurance Company Ltd TVC showing a tax emergency van running on the street and a beacon light as if it is an ambulance and violating a traffic rules just to please a customer was not upheld as it cleared the limits of creative license.