Ad Campaigns
ASCI calls Kissan Ketchup, Oxylife ads misleading
MUMBAI: The Advertising Standards Council of India (ASCI) has called out popular brands like Kissan Ketchup (HUL), Bajaj Pulsar (Bajaj Auto Ltd) and Oxylife (Dabur) for misleading advertising.
ASCI investigated complaints against 342 advertisements in January this year, of which 110 advertisements were promptly withdrawn by the advertisers on receipt of the communication from the council. The remaining 232 advertisements were evaluated by the independent Consumer Complaints Council (CCC) of ASCI that upheld complaints against 208 advertisers, out of which 83 belonged to the education sector, 64 belonged to the healthcare sector, eight to personal care, seven to real estate sector, five to the food & beverages sector, and 41 were from the ‘others’ category.
ASCI revealed in a press note that it exercised the “Suspension Pending Investigation” (SPI) option to fast track a complaint against an extremely offensive advertisement of an online content app. The advertisement shown as a user-uploaded content involving the use of expletive and swear words as well as the use of obscene language. The advertiser was instructed to pull down the objectionable advertisement within 48 hours.
Kissan Ketchup’s claim to "boring roti-sabji ko banaiye yummy kissan roll" was found to be misleading. It was observed that while the CCC agreed with the advertiser’s submission that ketchup, like a condiment, enhances the specific tastes of the dish, thereby making it appealing to the children. However, calling out regular “roti-subji” as boring was considered to be discrediting home-cooked food and also disparaging good food practises. The advertisement also contravened the ASCI guidelines on advertising of food and beverages.
Bajaj Pulsar was called out for portraying dangerous acts and manifesting a disregard for safety as ‘the visuals were likely to encourage minors to emulate such acts which could cause harm or injury.’
“PharmEasy’s television advertisement’s claim “Trusted by 50 Lac + Customers” was not substantiated. The advertiser did not provide any verifiable data or market/consumer survey data to support the claim nor was the claim backed by any audited report or independent third-party validation,” noted ASCI's press statement.
In the cosmetic and personal care category, Dabur was found to fall foul by contravening the ASCI guidelines for advertising of skin lightening or fairness improvement products. These were two separate advertisements of their cosmetic bleach brands. Another FMCG company misled consumers by claiming that its soap was recommended by doctors and is capable of reducing the risk of skin problems by up to 95 per cent.
For the month of January, the CCC saw misleading advertisements of several IVF hospitals and fertility clinics guaranteeing success and claiming to be the best. There were also a number of real estate advertisements making leadership claims which were unsubstantiated.
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Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
