United Breweries Limited - Kingfisher Packaged Drinking Water

Recommendation: Not Upheld | Medium: Suo Moto

The CCC-R Decision The CCC-R observed that the advertiser is promoting its packaged drinking water which has been present in the market for more than two years, having been launched in 1999. The CCC-R panel noted that as part of the submissions for review, the advertiser submitted a CA certificate providing certified details of the product’s sales turnover as well as media spends for the period from January 2025 to December 2025. The CA certified figures indicate that the brand extension has generated substantial sales turnover during this period. Accordingly, the sales turnover meets the scale requirement defined in ASCI Brand Extension Guidelines. The CCC-R panel further noted that the advertising spend is substantial and proportionate to the sales turnover of the brand extension, thereby satisfying the criteria under the ASCI Brand Extension Guidelines. Based on these observations, the The CCC-R panel concluded that the advertisement is not in contravention of ASCI Guidelines for Qualification of Brand Extension - Product or Service. The complaint is Not Upheld on Review.