The debate for censorship rages on...
Ever
wondered why some ads, that rubbed you the wrong way, suddenly disappeared from the scene (much to your relief though!)? Well, it was ASCI (Advertising Council of India) which was at work! One of the recent most complaints that reached this self-regulatory body is of the Amul Macho TVC (also featured in our ‘Bakwaas ads’ section last issue). While ASCI has now given a clean chit to this ad, yet the meaningless vulgarity hurts viewer sentiments. The ad shows a young woman washing her husband’s underwear with very suggestive actions and an irritatingly persistent (yeh toh bada toing hai) jingle. The commercial continues to invite the ire of many who feel it’s unfit for general viewing.
It
maybe a general perception that only a small, relatively unknown brand will indulge in indecent advertising to grab attention, but one look at the list of complaints that ASCI has received in the past is enough to break it. Ads of giants like P&G, Coke, Hero Honda, Garnier, et al, have been objected against for several reasons and after ASCI’s intervention they had to pull out their campaigns in several cases and modify them in others. But when it comes to indecent advertising in the recent past, there have been complaints against XXX contraceptives (there was a huge controversy with Sharmila Tagore objecting vehemently to it), the GenX premium briefs from Lux Industries (something similar to Amul Macho), Hidesign leather products (for exposure of woman) and Lux Body Wash’s Desktop Calendar (now every girl can be a **x symbol, **x in the morning and night makes your skin glo...). All these resulted in withdrawal.
The
controversy has again raised the question of censorship in advertising. In the case of self-regulation (ASCI), the procedure takes minimum 1-1.5 months, which is long enough for an advertisement to put its point accross. Gaulbert Pereira, General Secretary, ASCI told 4Ps B&M that “sure it takes time, but there is no other body which can put so much pressure on advertisers. Censorship will increase both time and cost.” He adds that they are working out a system where ads will be vetted before the telecast and advertisers will be free to take advice or reject it. Well, till then, no choice but to tolerate the ‘Yeh toh bada toing hai’ stuff!
Edit Bureau: Surabhi Agarwal
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
For More IIPM Info, Visit Below....
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Why Study Abroad When IIPM Gives You 3 global Advantages!
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Ever
wondered why some ads, that rubbed you the wrong way, suddenly disappeared from the scene (much to your relief though!)? Well, it was ASCI (Advertising Council of India) which was at work! One of the recent most complaints that reached this self-regulatory body is of the Amul Macho TVC (also featured in our ‘Bakwaas ads’ section last issue). While ASCI has now given a clean chit to this ad, yet the meaningless vulgarity hurts viewer sentiments. The ad shows a young woman washing her husband’s underwear with very suggestive actions and an irritatingly persistent (yeh toh bada toing hai) jingle. The commercial continues to invite the ire of many who feel it’s unfit for general viewing.It
maybe a general perception that only a small, relatively unknown brand will indulge in indecent advertising to grab attention, but one look at the list of complaints that ASCI has received in the past is enough to break it. Ads of giants like P&G, Coke, Hero Honda, Garnier, et al, have been objected against for several reasons and after ASCI’s intervention they had to pull out their campaigns in several cases and modify them in others. But when it comes to indecent advertising in the recent past, there have been complaints against XXX contraceptives (there was a huge controversy with Sharmila Tagore objecting vehemently to it), the GenX premium briefs from Lux Industries (something similar to Amul Macho), Hidesign leather products (for exposure of woman) and Lux Body Wash’s Desktop Calendar (now every girl can be a **x symbol, **x in the morning and night makes your skin glo...). All these resulted in withdrawal.The
controversy has again raised the question of censorship in advertising. In the case of self-regulation (ASCI), the procedure takes minimum 1-1.5 months, which is long enough for an advertisement to put its point accross. Gaulbert Pereira, General Secretary, ASCI told 4Ps B&M that “sure it takes time, but there is no other body which can put so much pressure on advertisers. Censorship will increase both time and cost.” He adds that they are working out a system where ads will be vetted before the telecast and advertisers will be free to take advice or reject it. Well, till then, no choice but to tolerate the ‘Yeh toh bada toing hai’ stuff!Edit Bureau: Surabhi Agarwal
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
For More IIPM Info, Visit Below....
IIPM - Admission Procedure
Why Study Abroad When IIPM Gives You 3 global Advantages!
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review
