Blink Commerce Private Limited - Blinkit App

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 neither did they submit their written response. The Consumer Complaints Council (CCC) viewed the print advertisement and considered the complaint. The CCC observed that no response was received from the advertiser prior to the prescribed due date as specified by the ASCI Secretariat. The CCC observed that the advertisement is promoting an ice cream offer with the headline that says, “Screaaam for Ice-Cream, Louder the scream, bigger the deals!”. The advertisement shows an animated image of a small boy child screaming. The CCC reviewed the advertisement and did not find it objectionable. It was discussed that the advertisement appeared to be a light-hearted representation and not intended to be taken literally. It was also noted that children often scream for ice cream in real life, and the advertisement reflected this common behaviour. Based on these observations, the CCC concluded that the advertisement is not in contravention of the ASCI Code. This complaint was NOT UPHELD.