Pidilite Industries Limited - Roff

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 woman in the advertisement is clearly shown as a learner, making a common driving mistake, which is not gender specific. They emphasized the progressive portrayal of a middle-aged woman learning a new skill. The advertiser shared findings from a research agency which indicated that the advertisement was well liked and communicated the `Magar ki Jakkad’ message. The Consumer Complaints Council (CCC) viewed the TV advertisement / YouTube advertisement (https://www.youtube.com/watch?app=desktop&v=uq6fuWTOOHA), considered the complaint and the advertiser’s response. The CCC observed that the advertiser is promoting ‘Roff Tile Adhesive’. The advertisement features a female character in a scenario that depicts a common mistake not specific to any gender. The CCC discussed that the advertisement uses humour in a light-hearted way and does not reinforce or encourage negative gender stereotypes. The character is clearly portrayed as a learner, and the comic scenario is intended to highlight the product’s durability through exaggeration not to demean or ridicule women. The advertisement does not depict any inappropriate or biased gender portrayal. Based on these observations, the CCC concluded that the advertisement is not in contravention of the ASCI Code. This complaint was NOT UPHELD by majority