MAM
ASCI upheld complaints against 62 out of 97 ads in Dec
MUMBAI: In December 2014, the Advertising Standard Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 62 out of 97 advertisements.
Out of 62 advertisements against which complaints were upheld, 40 belonged to personal and healthcare category, followed by the education category with 11 advertisements.
The CCC found the following claims in health and personal care product or service advertisements of 40 advertisers 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 advertisements also contravened provisions of the Drug & Magic Remedies Act and Chapter 1.1 and III.4 of the ASCI Code.
Complaints were upheld against Procter & Gamble Home Products (Pantene Total Damage Care Shampoo & Conditioner) as the advertisement of Pantene Total Damage Care Shampoo & Conditioner claims that 3,50,00,000 women got the proof of Pantene’s Split-end protection. The figure of repeat usage of 3,50,00,000 users substantiated by the survey does not prove that the users actually got the proof of Pantene’s split-end reduction.
Similarly, the ad of Super Height claims to be the best medicine, which increases height speedily, with two times faster results than usual. They claim to be an ayurvedic medicine made completely of herbs, to increase one’s height by up to five inches in three months, with full money refunded if no benefits are found. It also claims to be the “World’s No.1 product which increases height with speed now in India after Japan, China, America and Russia.”
General Mills India (Pillsbury Fridge Cheesecake) advertisement of Pillsbury Fridge Cheesecake disparages a healthy diet of vegetable salads as the advertisement states “sada hua salad.”
In the education category, CCC found following claims in the advertisements by 11 different advertisers were not substantiated and, thus, violated ASCI guidelines for advertising of educational institutions. For instance, the advertisement of Career Launcher claimed “No.1 CAT test series program,” “Closest to CAT Test series – on the new CAT pattern,” “Best rated test series by students,” “True percentile predictor enabled test series,” “CL was also the only player to predict accurately the change in pattern and the even the likely dates!”, were not substantiated.
Advertisements of news channels also caught CCC eye. TV18 Broadcast (CNN-IBN) ad depicts a see-saw, which has CNN-IBN at one side shown with a big number 1, out weighing all the other channels depicted with numbers 2, 3, 4 and 5 on the other side of the see-saw. The CCC concluded that the negative portrayal of image of other channels is misleading by implication and disparaging to other competitor channels. Also, the advertisement claims that News X is India’s No.1 English News Channel. The source and date of the research / assessment for the claim was not indicated in the ad.
MAM
Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
