MAM
ASCI upholds complaints against 57 out of 65 advertisements
MUMBAI: For the month of November 2013, the Advertising Standards Council of India (ASCI) upheld complaints against 57 out of 65 advertisers.
As usual, the health & personal care category continued to lead with the highest number of complaints received. A number of complaints were upheld for online advertisements as well.
The ASCI’s Consumer Complaints Council (CCC) concluded that the Facebook advertisement of Stayzilla.com of Inasra Technologies shows an indecent depiction of a woman and objectifies women, which is likely in the light of generally prevailing standards of decency and propriety, to cause grave or widespread offence. The ad contravened Chapter II of the ASCI Code and hence the complaint was upheld.
The advertisement of website of 99acres.com clearly states ‘no Muslim is allowed’. The CCC concluded that the website advertisement promotes discrimination based on religion and contravened Chapter III.1 (b) of the Code. The complaint was upheld.
The CCC found the claims in health and personal care product or service ads of 44 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.
The Himalaya Drug Company’s Himalaya Sparkling White Toothpaste claims that it is ‘India’s first toothpaste with no chemical bleach’. Pack claims that they guarantee ‘whiter teeth in just 2 weeks.’ The complaint was upheld.
Similarly, complaints were upheld for Marico’s Nihar Shanti Amla Hair Oil claims to ‘keep hair black for a long time’, HUL’s new Close Up Deep Action Toothpaste claim was not substantiated ‘Confidence of Fresh breath till 12 hours, presenting new Close-up Deep Action’ and Ranbaxy Laboratories’ Revital claim of ‘21 day money back guarantee challenge’, amongst others.
The CCC concluded that the claims mentioned in advertisements in the food and beverage category were not substantiated. The complaints were upheld for Pizza Hut wherein the hoardings state that ‘Rs 99 on any meal any day.’ This is not factually true.
United Biscuits Mcvitie’s Digestive Biscuit claims that ‘Every biscuit has ‘Maida’ (Wheat Flour), whereas their biscuits have ‘Atta’ (whole wheat flour). The content of the biscuits says that it also contains 36 per cent ‘maida’ (wheat flour) and only 23 per cent ‘Atta’ (whole wheat flour). Hence their claim is totally misleading that their biscuit is made of ‘Atta’ (whole wheat flour).’
In the auto category, the CCC found following claims in TVC by two different advertisers violated Chapter III.3 of the ASCI guidelines on advertisements for automotive vehicles and hence the complaints against the ads were upheld: Maruti Suzuki India’s Maruti Alto 800 TVC shows ‘a couple celebrating Diwali and when asked about the extra diya, the wife says it is for her parents who stay far away. And they travel with the diya in the car and reach the house. The wife says surprisingly the oil in the diya is intact and the husband agrees whilst looking at the dashboard’. The advertisement sends a dangerous message of carrying an oil lamp in the car. It flouts the safety rules and spreads a dangerous message. Also, a TVS Star City commercial shows a woman pillion riding without a helmet.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
