The Hindu Business Line : <I>SBI Debit card ad withdrawn </I>

The controversial SBI Debit Card campaign has been withdrawn as per the latest Advertising Standards Council of India (ASCI) ruling. According the list of complaints upheld by the Consumer Complaints Council (CCC) from April to June, the TVC for SBI's debit card has been discontinued since the ad `promoted pick pocketing'.

The visual of the ad made by Mudra Communications, depicted Bholu, an ex-pickpocket going through various stages of vigorous hard work and having dry pieces of bun at the end of the day with a sad look on his face. The punch line in the TVC says, "Welcome to State Bank Debit Card, welcome to a cashless world." The complaint made that the ad by implication tends to incite people to commit crime by conveying that the advantage of being a pickpocket far outweighs the hardships of physical work.

Another campaign that has been stopped by ASCI during the same period is the one from Voltas for its Vertis gold brand of air conditioner. Made by Euro RSCG, the ad stated that the Vertis Gold brand of AC releases vitamin C ions that protect your skin from ultra violet rays. The complaint stated that the supporting technical information provided with the comments by the advertiser was not convincing enough to substantiate the claims mentioned in the ad.

The distribution of HLL's Lux Body wash calendar has also been stopped by ASCI. The copy lines in the calendar were considered as `cheap and vulgar' promotion according to the complaint made. Other `indecent' ads withdrawn by ASCI were the one of Lux Hosiery Industries' Gen X brand of men's premium briefs.

According to the complaint, the ad is obscene and may hurt a man's sensibilities. ASCI's verdict was that the ad was likely to cause grave or widespread offence.

Shaw Wallace Distilleries had to withdraw its ad of White Mischief Holidays on grounds of obscenity as well. It was not apparent what product or service was being promoted through the brand's baseline — `I am in a mood for mischief'. ASCI withdrew the ad since it appeared to be a surrogate ad for a liquor brand with no supporting data to establish the sustainability of the promotion.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Govt to set up drug banks in 600 districts

SIDBI aims at creation of manpower

SBI Debit card ad withdrawn