NCL Industries Ltd - Bison Panel Cement board

Recommendation: Not Upheld | Medium: General Public

The ASCI had approached the advertiser for its response in addressing the grievances of the complainant and forwarded the details of the complaint, verbatim, to the advertiser with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the advertisement. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and submitted their response. The advertiser in their response stated that the scene in which the lady kicks the shopkeeper is not intended to depict real-world violence but is a symbolic representation of rejecting counterfeit products. The advertisement is presented in a heightened, theatrical style, with exaggerated characters and actions, and is intended to be perceived as symbolic rather than literal, similar to metaphors used in cartoons or satirical sketches. The Consumer Complaints Council (CCC) viewed the TV advertisement, considered the complaint and the advertiser’s response. The CCC observed that the advertisement is presented in a clearly exaggerated manner. Its purpose is to highlight the problem of fake products and encourage consumers to choose genuine items. The scene showing the lady hitting the shopkeeper is meant to show disapproval of dishonest practices. The gesture shown in the advertisement is not a literal depiction of violence. Considering the overall context and message of the advertisement, the CCC did not find it to be objectionable. Based on these observations, the CCC concluded that the advertisement is not in contravention of Chapter III of the ASCI Code. This complaint was NOT UPHELD.