Aggressive ads land Bajaj Allianz, Godrej in troble

In its latest report, the Advertising Standard Council of India (ASCI) said that while Bajaj Allianz had to withdraw its television commercial, Godrej group firm Godrej Sara Lee was made to modify its advertisement.

With regard to the 'Bajaj Allianz Shield Plus' ad, ASCI said it received complaints that the company had compared fixed deposits with insurance products in a "taunting and indecent manner, as if fixed deposit has no merits for a client and is not worth it".
"As the TVC compares the advantages of insurance products with fixed deposit schemes, there is the likelihood of the consumer being misled as a result of the comparison," ASCI said.

FMCG player Godrej Sara Lee, on the other hand, had to face the music for its 'Good Knight Aerosol' TVC. Godrej had recently bought out its US-based partner in the joint venture.

The TVC had depicted aerosol as a fragrant, and the actors in the commercial were seen inhaling it. The advertisement was later modified.

"The visual depiction of a girl inhaling a mosquito repellent spray shows a dangerous act which is likely to encourage minors to emulate them in a manner that could cause harm or injury," ASCI said.

Besides this, healthcare firm Kimberly Clark Lever also had to discontinue one of its ads for 'Huggies Dry Comfort Diapers' following complaints that the firm's television commercial was "misleading".

The TVC claimed that 88 per cent parents have chosen Huggies Dry Comfort as the best diaper for their baby. It claimed that the information was based on a survey conducted on 135 individuals in 2009.

"The advertiser did not provide the parameters and methodology of the survey in support of the claim. The claim is misleading," the advertising body said.

The ASCI said that during March and April this year, a total of 22 complaints were filed against various advertisements -- out of which 18 were not upheld.