GRM FOODKRAFT PRIVATE LIMITED - 10X CLASSIC MP ATTA

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

The ASCI had approached the advertiser for its response in addressing the objections raised in the complaint. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claims in the advertisement, or alternately to substantiate the claims with supporting data. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and replied seeking for an extension of six weeks to submit their detailed response. The deadlines stipulated by Consumer Complaints Council (CCC) procedure exist keeping in mind the immediate and widespread impact that advertisements have on the public. Consequently, any action which is needed to be taken with respect to the same is required to be prompt and urgent. It is for this purpose that the deadlines, as stipulated, are set for advertisers/broadcasters etc, and the CCC itself makes it a priority to deal with every complaint before it as expeditiously as possible. As a special gesture, the advertiser was granted an extension of additional five business days to respond. However the advertiser did not respond within the extended timelines. The CCC viewed the TV advertisement, considered the complaint, and the advertiser’s reply. The CCC observed that the advertiser has not provided supporting data for the claims made. The claim, “Made from Best Wheat”, was not substantiated with data such as sourcing details, and quality test reports to prove that their ‘10X Classic MP Atta’ is made from best wheat. Additionally, no verifiable comparative data was provided to support the claim in relation to other atta brands. The claim, “Better for health” was not substantiated with scientific evidence, nutritional data, and comparative studies to demonstrate how their product offers better health benefits than others in the atta category. The said claims are misleading by exaggeration and are likely to cause widespread disappointment among consumers. The source and date for the claims is not mentioned in the advertisement. The said claims contravened Chapter I, Clauses 1.1, 1.2, 1.4, and 1.5 of the ASCI Code, and ASCI Guidelines on Advertising of Foods & Beverages (F&B). This complaint was UPHELD. For the objection raised against the use of the Celebrity (Salman Khan) in the advertisement, the advertiser has not provided evidence to show that the celebrity had done due diligence prior to endorsement of the product, to ensure that all descriptions, claims and comparisons made in the advertisement are capable of substantiation. This contravened Clauses (c), (d) of the ASCI Guidelines for Celebrities in Advertising. This complaint was UPHELD.