MAM
Asci raps 3 ads for obscenity
MUMBAI: Advertising industry watchdog, Advertising Standards Council of India (Asci), has asked three advertisements to be taken off-air immediately, as they have been found ‘‘obscene‘‘ and ‘‘indecent‘‘.
The three culprits are two ads from Set Wet Zatak — Cool Talc and deodorant — and one Axe body spray spot.
The talc advert, shot in an old-fashioned tailor‘s shop, shows the tailor’s son applying the talc before measuring a lady, which leads to the objectionable scenes.
In the same company’s deodorant ad, a man with unbuttoned shirt sprays the deo before meeting up with the dentist. This ad by Zatak shows the dentist unbutton her blouse after smelling the deodorant.
Axe deodorant’s airport security ad has been axed as well. In this television commercial a woman security guard keeps frisking a man for a longer time than usual, because he is wearing Axe body spray.
When asked about the possibilities of modification in these ads, Asci general secretary Allan Collaco said, “There is very little to modify in these ads. Hence, they have been asked to go off-air immediately.”
In recent times, Asci has received numerous complaints against deodorant companies. Also, Information and Broadcasting Ministry had last month asked the body to take immediate action.
The decision was made at the Consumer Complaints Council (CCC) meeting held on 28 June.
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.
