MAM
ASCI upheld 99 complaints against 136 advertisements
MUMBAI: In the month of February, Advertising Standard Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld 99 out of 136 advertisements. What is interesting that this time around, along with the product advertisements, product packaging was also found misleading in many of the products upheld in the second month of the year.
In the health and personal care category, the CCC found claims in product or service ads of 80 advertisers, released in the press to be either misleading or false or not adequately/scientifically substantiated and hence, violating ASCI’s Code. Some of the health care products or services ads also contravened provisions of the Drug & Magic Remedies Act. Complaints against some of the ads which were upheld are: Dabur India’s Fem Fairness Natural Bleach claims that ‘everyone’s desire for fairness will be fulfilled’. ‘The saffron in it gives a glowing skin for long time’. Colorbar Eye Believe Ultimate Eye Cream advertisement says that ‘Why women love Ultimate Blemish Corrector? 92% women saw a visible lightening of under-eye circles* Super: *Based on internal consumer study.’
Also, Eureka Labs’ ‘Health Enhancer Capsule claims that it ‘sures digestion process, increases hunger’, ‘develops body and makes it energetic’, ‘makes body fit and healthy’, ‘helpful for increasing height in kids’, ‘patent ayurvedic medicine.’ Marico’s logo “International Hair Research Certified” appearing in the TVC is misleading by implication that the product has been endorsed by some institute, this claim was not substantiated. Also the source & date for the claim is not indicated in the TVC.
In all, complaints were upheld against 80 ads in the category.
The CCC found claims in print ads by five different advertisers were not substantiated violating the ASCI Guidelines for Advertising of Educational Institutions and hence the complaints against the ads were upheld. For instance, Guru Gobind Singh Indraprastha University’s advertisement claims that it is accredited A grade by NAAC (National Assessment and Accreditation Council).
For Food & Beverages category, the CCC concluded that the claims mentioned in the six advertisements were not substantiated. The advertisements contravened ASCI’s Code. The complaints were upheld for Marico’s advertisement of ‘Saffola Total’ claim that it is better than Olive Oil. Saffola Total has started an all-out attack on olive oil. The ad appears even after the recent ban on the adverts of Saffola Total, denigrating olive oil. Similarly, the pamphlet of The Pizza Hub offered a 50 per cent discount only for that day. However, on calling to order, the complainant was told that the offer was only on certain pizzas. This wasn’t mentioned anywhere in the pamphlet, nor was there a generic disclaimer such as ‘terms and conditions’ apply.
Brands
Zee partners L’Oréal Paris on multi-language Glycolic Gloss campaign
Brand films and show integrations target Hindi, Marathi, Tamil and Bangla viewers
MUMBAI: Zee Entertainment Enterprises Limited has partnered with L’Oréal Paris to roll out a multi-regional advertising campaign for the Glycolic Gloss haircare range, leaning on regional storytelling and trusted television celebrities to drive belief and recall.
The campaign spans four bespoke brand films and contextual integrations across Hindi, Marathi, Tamil and Bangla markets. At its core is a simple consumer insight: Indian audiences are more likely to trust visible results validated by others than abstract product claims.
Zee Entertainment Enterprises head of advertisement revenue, broadcast and digital Laxmi Shetty, said brands are increasingly seeking relevance and credibility alongside reach. She said the campaign demonstrates how regional “dilfluencers” can turn product claims into “visible, validated experiences” by embedding brands within authentic storytelling across platforms.
To that end, Zee has deployed its roster of regional “dilfluencers”: familiar faces from leading fiction channels, to anchor the films. The celebrities share first-hand experiences with the Glycolic Gloss range, framing shine and smoothness as instantly noticeable and socially affirmed rather than promised.
WPP Media president, client solutions, South Asia Shekhar Banerjee, said the campaign was designed as a platform-first, integration-led solution that balances scale with attention. Aligning the brand with Zee’s premium content and trusted talent, he said, helped push impact beyond visibility towards sustained brand trust.
Beyond standalone films, the campaign extends into contextual integrations within top-rated fiction shows airing through January and February 2026. These in-show moments are designed to embed the product into everyday narratives without disrupting viewer engagement.
L’Oréal Paris India general manager Dario Zizzi, said the renewed partnership reflects the brand’s focus on engaging India’s diverse consumer base through local languages and culturally resonant narratives. He added that integrating the Glycolic Gloss range into Zee’s regional content allows the ‘Gloss Ki Guarantee’ proposition to connect with women’s lived experiences across markets.
The initiative will run across Zee’s linear television network and its OTT platform, Zee5, combining mass reach with digital amplification. For L’Oréal Paris, the strategy reflects a deliberate move away from one-size-fits-all communication towards locally resonant messaging tailored to language, culture and viewing habits.
Media planners involved in the campaign say the approach underscores a broader shift in beauty advertising, where scale is increasingly paired with credibility and contextual relevance. By aligning with premium content ecosystems and well-known regional talent, the Glycolic Gloss campaign aims to translate visibility into sustained brand trust.
