Hindustan Unilever Limited - Boost Milkshake

Recommendation: Not Upheld | Medium: Consumer Organization

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 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 submitted their response.

The advertiser in their response stated that “Meet the New Secret of Mahi’s Energy” was an aspirational brand and celebrity-endorsement statement and did not make any specific or measurable claim regarding Mr. Dhoni’s sporting performance or achievements. The expression was an adaptation of Boost’s long-standing tagline and did not suggest that consumers would achieve similar energy or performance outcomes. For the claim, “Boost Milkshake is a nourishing beverage to be consumed alongside your daily diet and exercise plan”, the statement was a consumption advisory, indicating that the product complements rather than replaces a regular diet and lifestyle.

The Consumer Complaints Council (CCC) viewed the Instagram advertisement (https://www.instagram.com/p/DWgx_y3DCm3/?igsh=ZDk0N3FyYW1mMWt0), considered the complaint, and the advertiser’s response.

Claim - “Meet the New Secret of Mahi’s Energy”

The CCC discussed that the claim is an aspirational brand expression used in association with Mr. Dhoni, rather than a representation of a specific energy or performance benefit of the product. The claim does not suggest that Boost Milkshake is responsible for Mr. Dhoni’s sporting achievements or performance, nor that consumers would achieve similar results by consuming the product.

Claim – “Boost Milkshake is a nourishing beverage to be consumed alongside your daily diet and exercise plan”

The CCC discussed that the claim indicates that the product is to be consumed along with the regular diet and exercise, and not as a replacement for the same. The product being a milkshake has nutritional value, and the term “nourishing” is used in this nutritional context. Based on these observations, the CCC did not consider the claims, “Meet the New Secret of Mahi’s Energy”, and “Boost Milkshake is a nourishing beverage to be consumed alongside your daily diet and exercise plan”, to be objectionable. The said claims are not in contravention of Chapter I of the ASCI Code. This complaint was NOT UPHELD.