MAM
ASCI upheld complaints against 134 out of 147 ads
MUMBAI: In July 2014, Advertising Standard Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 134 out of 147 advertisements.
The CCC found the claims in health and personal care product or service ads of 56 advertisers, released in the press to be either misleading or false or not adequately/scientifically substantiated and hence violated ASCI’s code. Some of the health care products or services advertisements also contravened provisions of The Drug & Magic Remedies Act, Chapter 1.1 and III.4 of the ASCI code.
The complaints were upheld against L’Oreal India’s advertisement claims that Garnier Colour Naturals provides nourishment to hair for eight weeks. ITC’s YouTube advertisement derides colour as a dark skinned girl is shown as not being confident and suffering from an inferiority complex due to her complexion. It shows that only after applying Vivel cream does she appear confident enough to sing in public. Similarly, Marico advertisement, which stars Rahul Bose, claims that Livon Hair Gain helps to stop hair fall within 90 days. The claims on the product pack were not consistent with those in the advertisement.
The personal and healthcare category was followed by 61 advertisements in the education category.
International Institute of Hotel Management advertisement claims to be India’s largest hotel school chain and Asia’s 100 fastest growing private educational institutes with 100 per cent global placement record. Prestige Institute of Management advertisement claims that Prestige Institute of Management is ranked among the top 1000 B-schools in the world by Ed-universal official selection, Paris. It further adds that Prestige is rated A++ among Management Institutions by Business India, November 2013 issue and ranked 16th among Management Institutes in India by Higher Education Review, 2014. In addition, the advertisement claims to be truly number 1 B-school in Central India.
In the automobile category, Hero MotoCorp advertisement for Hero Xtreme shows an everyday activity being performed on the bike in an irresponsible manner. The advertisement contravened Chapter III.3 of the ASCI code (“Ads shall not, without justifiable reason, show or refer to dangerous practice or manifest a disregard for safety or encourage negligence.”). The complaint was upheld. Similarly, TVS Motor Company advertisement for TVS Phoenix 125 shows actor Nazar asking for a lift by standing in the middle of the road. When asked for lift, actor Mahesh stops the bike in the middle of the road. The CCC viewed the TVC and concluded that the visual promotes unsafe practices. The advertisement contravened Chapter III.3 of the ASCI code. The complaint was upheld.
Click here to view the entire list
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
