CASES REVIEWED BY ASCI

COMPANY: Marico Ltd

PRODUCT: Parachute Body Lotion

COMPLAINT:
• Ad is in poor taste. It inspires lust not art and sends wrong message to
kids about the skin show

DECISION: NOT UPHELD

• The CCC concluded that the advertisement was not indecent, vulgar, or
repulsive, and is not likely, in the light of generally prevailing standards
of decency and propriety, to cause grave or widespread offence. The
complaint was NOT UPHELD.

Parachute Body Lotion.mp4

COMPANY: Tata Teleservices Ltd

PRODUCT: Tata Docomo High speed network

COMPLAINT:
• Ad gives an idea how to conduct a robbery in an ATM centre.

DECISION: NOT UPHELD

• The CCC viewed the TVC and concluded that the depiction of the man in
the ATM Centre and situation shown is unlikely to encourage others to
commit similar type of robberies and hence, the ad is not harmful or
hazardous to society or individuals. The complaint was NOT UPHELD.

TATA DOCOMO ATM 2013.mp4

COMPANY: Perfetti Van Melle India P. Ltd.

PRODUCT: Center Fruit Chewing Gum

COMPLAINT:
Ad is harming the Incredible India campaign. They insist on atithi devo bhav
principle, but this ad is totally contrary to this slogan.

NATURE OF COMPLAINT:
“Foreign tourists being grabbed by famous guide at the Ajanta – Ellora
caves!” DECISION: NOT UPHELD
The CCC viewed the TVC and concluded that the depiction of the Guide was
meant to be humorous and was not likely to harm the Athiti devo bhav
campaign. It does not deride the guides in general and therefore unlikely to
cause grave or widespread offence. The complaint was NOT UPHELD

center fruit Latest ad Tourist Guide TVC.mp4

COMPANY: Dabur India Ltd.

PRODUCT: (Fem Anti Darkening Hair Removal Cream)

COMPLAINT:
The 1st ever Hair Removal Cream that doesn't cause skin darkening. It's a
known fact that most hair removal creams cause skin darkening. Independent
research shows that use of this hair removal system prevents skin darkening
as against ordinary hair removal creams.
Claim needs to be substantiated with necessary support data, poof of efficacy

DECISION: UPHELD
The CCC concluded that 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.

Fem Hair Removing Cream Anti Darkening TVC.mp4

COMPANY: Hindustan Unilever Ltd.

PRODUCT: (Ponds White Beauty)

COMPLAINT:
"Once your spots disappear with Pond's white beauty, they won't come back*
even if they want to. It has revolutionary GenWhite SPF 20PA++ formula, which
works with your skin's unique gene expressions. Super: With daily use.

*Refers to slowing down the formation of new sun-spots while lightening

existing ones with continued usage. # Genes which control skin colour "

Claim needs to be substantiated with necessary support data & Proof of

efficacy “

DECISION: UPHELD
The CCC concluded that the claims mentioned in the advertisement, ‘Once
your spots disappear, they won’t come back & works with your skin’s unique
gene expressions’, were not substantiated. The advertisement contravened
Chapter I.1 of the Code. The complaint was UPHELD.

PONDS WHITE BEAUTY- Hindi.mp4