Divisa Herbals Private Limited - Dr. Ortho Strong Oil

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

In the absence of required action on or before the prescribed due date, CCC considered this complaint exparte. Voice-over Claim, "India's Strongest Pain Relieving Oil...", was not substantiated with verifiable comparative data of the advertiser’s pain-relieving oil versus other similar pain-relieving oils in India, to prove that the advertiser’s product - `Dr. Ortho Strong Oil' is the strongest pain relieving oil as compared to all the rest. The source and date for the claim is not indicated in the advertisement. The claim is misleading by exaggeration. For the objection raised against the use of the Celebrity (Ajay Devgan) in the advertisement, the advertiser has not provided any evidence to show that the celebrity has 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, and 1.4 of the ASCI Code and Clauses (c), (d) of the ASCI Guidelines for Celebrities in Advertising. Complaint was Upheld