Axis Bank Limited - AXIS CREDIT CARD

Recommendation: Not Upheld | Medium: General Public

The ASCI had approached the brand owner - advertiser (Axis Bank Limited) and the influencers (Aly Hajiani & Sharan Hegde) for their respective responses in addressing the grievances of the complainant and forwarded the details of the complaint, verbatim, to the advertiser and the influencers with a request to respond to the same. The advertiser and the influencers were also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and the advertiser submitted their written response. The advertiser stated that, “…. Axis Bank has not engaged in any collaboration, partnership, or paid promotion with the said individuals for these communications. No influencer activity, promotional campaign, or content initiative has been executed or commissioned by Axis Bank or its authorized agencies involving these influencers”. They further provided a signed copy of the declaration in support of the same. The Consumer Complaints Council (CCC) viewed the Instagram advertisement, considered the complaint, and the advertiser’s response. The CCC noted that there was no response from the influencers. The CCC observed that the advertisement shows influencers promoting the advertiser’s product – Axis Magnus Burgundy credit card. The CCC noted that the advertiser has clarified that they have no association with the mentioned influencers in any official capacity. There has been no endorsement, or influencer related engagement approved by the advertiser. The advertisement is not a paid promotion. As proof, the advertiser has submitted a declaration of having no material connection directly or indirectly with the influencers. This indicates that the Instagram advertisement by the influencers is part of their personal content. Based on the evidence provided by the advertiser, the CCC concluded that the advertisement is not in contravention of ASCI Guidelines for Influencer Advertising in Digital Media. This complaint was NOT UPHELD