Valyou Products Private Limited - AMRITH NONI ARTHO PLUS

Recommendation: Upheld | Medium: Suo Motu - NAMS (TAMS)

In the absence of a written response along with documents for substantiation on or before the prescribed due date, the ASCI Secretariat considered this complaint exparte. Voice-over claim (in Marathi) as translated in English, “India’s most trusted ayurvedic brand”, was not substantiated with verifiable comparative data, market research data, of the advertiser's ayurvedic brand versus other similar ayurvedic brands for treating arthritis in India, to prove that their ayurvedic brand is more trusted than all the rest. The source for the claim is not indicated in the advertisement. The claim is misleading by exaggeration, and is likely to lead to widespread disappointment in the minds of consumers. For the objection raised against the use of the Celebrity (Anil Kumble) in the advertisement, the advertiser did not provide any evidence to show that the celebrity had done due diligence prior to the endorsement of the product, to ensure that all descriptions, claims and comparisons made in the advertisement are capable of substantiation. This advertisement is in contravention of Chapter I, Clauses 1.1, 1.2, 1.4, and 1.5 of the ASCI Code and Clauses (c), (d) of the ASCI Guidelines for Celebrities in Advertising. Complaint was Upheld