Brands
Airtel does not agree with ASCI’s ‘conclusion’ on misleading ad
MUMBAI: The Advertising Standards Council of India (ASCI) has given a statement in favour of Reliance Jio and has asked Airtel to stop the ads that were misleading for several reasons. Bharti Airtel however does not agree with ASCI’s decision and will file an appeal as per guidelines. It said its campaign is based on the findings by Ookla – the globally recognised leader in mobile speed tests and also a benchmark for reputed global operators.
Reliance Jio has been in a tug-of-war with incumbent telecom operators with its launch of Jio 4G services in India. Regardless of the quality of the service or the speeds, which has always been a debatable topic, Jio is on the forefront, and other operators are trying to catch up with it. Jio sent a legal notice to Ookla for what it calls wrongly calling Airtel as the leader of speed.
Jio’s complaint to ASCI was considered by the Fast Track Complaints Committee (FTCC) on 29 March 2017. The FTCC referred to the terms and conditions (https://www.airtel.in/fastestnetwork/download/terms-and-conditions-fastest-network-ookla.pdf) and noted that some clauses were considered to be in contravention of the ASCI Guidelines.
Airtel TVC does not state in the claim itself that the speed results pertain to only a specific period. (i.e. The period taken to conduct speed test is from Q3-Q4 2016”). The FTCC noted that the claim by the advertiser is not specific to 4G technology whereas the TVC has 4G visuals. The FTCC considered this representation to be misleading by ambiguity and implication. While the advertiser submitted an Ookla certificate, they did not provide an explicit test methodology to substantiate that the method is robust to capture that the sample; and is representative and comparable across operators, geographies and consumers.
The FTCC referred to the TRAI web site with respect to the coverage of Jio vis-a-vis Airtel and noticed that there is a significant gap between geographical dispersion of Airtel and Jio 4G subscribers which could impact the comparison. Based on this data, the FTCC concluded that the claim was not adequately substantiated and the basis of comparison has been so chosen as to bestow artificial advantage to the advertiser.
FTCC has legally ordered Airtel to either appropriately modify or withdraw the advertisement completely by 11 April 2017.
Brands
Thermocool brings cool factor to Vande Bharat and Anand Vihar
Home appliance giant makes a splash with train and station branding campaign
NEW DELHI: Thermocool Home Appliances Ltd is turning heads and catching eyes with a unique branding push on the Vande Bharat Express running between New Delhi and Katra, alongside a striking presence at Anand Vihar Railway Station.
By pairing its name with India’s fastest and most stylish train, Thermocool is sending a clear message: innovation, comfort, and reliability are at the heart of its brand. The Vande Bharat Express, celebrated for its speed and sleek design, mirrors the qualities Thermocool promises in every home appliance. Meanwhile, the eye-catching displays at Anand Vihar station connect with thousands of daily commuters and tourists, making the brand impossible to miss.
Thermocool director of operations Tushar Gupta said, “Innovation, comfort, and customer focus have always driven Thermocool. Our collaboration with Vande Bharat Express and Anand Vihar gives us a fantastic stage to share this message with millions of Indians.”
Founded by Rajeev Kumar Gupta, Thermocool champions quality and trust, with Hindi cinema star Saif Ali Khan adding charisma as the brand ambassador. His pan-India appeal perfectly captures Thermocool’s vision of modern, aspirational living.
Thermocool director of sales & marketing Tanuj Gupta added, “Teaming up with one of India’s most iconic train services lets us showcase Thermocool to a wide audience. With Saif Ali Khan on board, we are confident this campaign will strengthen our presence in both urban and rural markets, reminding everyone that Thermocool means quality, innovation, and reliability.”
The campaign blends high-profile branding, influencer engagement, and experiential marketing, ensuring travellers notice and remember the Thermocool experience. From speeding trains to busy railway platforms, the brand is reaching consumers where they move, proving that keeping cool is always in style.
