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Was going through the Mid-Day newspaper today, so found this article..!!
Daredevil stunts put 3 ads under scanner
RISKY: A grab from the Bajaj Pulsar Mania ad that was modified
Thumbs Up, Pulsar Mania and KFC ads are modified after advertising authority felt they promoted rash driving
Forget the instructions at the bottom of the screen warning individuals that stunts in ads are performed with the help of professionals and should not be attempted. In keeping with the newly regulated guidelines on automotive advertisements, the Advertising Standards Council of India (ASCI) has begun clamping down on ads that it feels encourage unsafe or reckless driving.
In the ASCI's latest report on upheld complaints, it has pulled three advertisements for their daredevil portrayals. The first is the Thumbs Up ad where actor Akshay Kumar is seen zipping through the streets for the drink and ending up in hospital.
According to the ASCI's decision, the actions portrayed in the visuals show dangerous practices and manifest a disregard for safety without justifiable reason. The other is the Bajaj Pulsar motorbike Pulsar Mania ad where bikers perform stunts in the visuals. The KFC ad where four teenagers are shown eating while driving is also under the scanner. The ads have since been modified.
"We've been going around to member companies to sensitise them about the new rules. We've had a positive feedback," said Allan Colaco, ASCI general secretary. DCP (Traffic) S Solunkhe said, "It is our responsibility to ensure that people do not drive rashly. This initiative supports our efforts."
However, some advertisers have expressed reservations with the blanket application of such rules. "If a film shows a hero flying on screen and my advertisement appears as a commercial break, why only ban the ad? People are just as influenced by antics in movies as they are by ads. The rules must be sensibly applied," said adman Piyush Pandey.
(To know more about how to make a complaint, visit ASCI | Advertising Standards Regulations)
Under the new ASCI regulations...
Automotive advertisements should nota) portray violation of traffic rules;b) show stunts that encourage unsafe or reckless driving, which could harm the driver, passengers and/or the general public; andc) show stunts or actions which require professional driving skills in normal traffic conditions, which in any case should carry a readable cautionary message drawing viewer attention to the depiction of stunts.
Other interesting upheld complaints
l The Frooti ad where elders are shown forcing their children not to eat fresh mangoes. The complainant argued that the advertisement was insulting to the mango, "which is called the King of Fruit". ASCI upheld that the ad was unfairly denigrating a natural fruit and the ad was modified.
l On the flipside, a complaint against Frenchie X undergarments stating that the ad was "embarrassing" and "vulgar" was dismissed, but the advertiser was advised to choose non-family viewing times on TV for its telecast.
RISKY: A grab from the Bajaj Pulsar Mania ad that was modified
Thumbs Up, Pulsar Mania and KFC ads are modified after advertising authority felt they promoted rash driving
Forget the instructions at the bottom of the screen warning individuals that stunts in ads are performed with the help of professionals and should not be attempted. In keeping with the newly regulated guidelines on automotive advertisements, the Advertising Standards Council of India (ASCI) has begun clamping down on ads that it feels encourage unsafe or reckless driving.
In the ASCI's latest report on upheld complaints, it has pulled three advertisements for their daredevil portrayals. The first is the Thumbs Up ad where actor Akshay Kumar is seen zipping through the streets for the drink and ending up in hospital.
According to the ASCI's decision, the actions portrayed in the visuals show dangerous practices and manifest a disregard for safety without justifiable reason. The other is the Bajaj Pulsar motorbike Pulsar Mania ad where bikers perform stunts in the visuals. The KFC ad where four teenagers are shown eating while driving is also under the scanner. The ads have since been modified.
"We've been going around to member companies to sensitise them about the new rules. We've had a positive feedback," said Allan Colaco, ASCI general secretary. DCP (Traffic) S Solunkhe said, "It is our responsibility to ensure that people do not drive rashly. This initiative supports our efforts."
However, some advertisers have expressed reservations with the blanket application of such rules. "If a film shows a hero flying on screen and my advertisement appears as a commercial break, why only ban the ad? People are just as influenced by antics in movies as they are by ads. The rules must be sensibly applied," said adman Piyush Pandey.
(To know more about how to make a complaint, visit ASCI | Advertising Standards Regulations)
Under the new ASCI regulations...
Automotive advertisements should nota) portray violation of traffic rules;b) show stunts that encourage unsafe or reckless driving, which could harm the driver, passengers and/or the general public; andc) show stunts or actions which require professional driving skills in normal traffic conditions, which in any case should carry a readable cautionary message drawing viewer attention to the depiction of stunts.
Other interesting upheld complaints
l The Frooti ad where elders are shown forcing their children not to eat fresh mangoes. The complainant argued that the advertisement was insulting to the mango, "which is called the King of Fruit". ASCI upheld that the ad was unfairly denigrating a natural fruit and the ad was modified.
l On the flipside, a complaint against Frenchie X undergarments stating that the ad was "embarrassing" and "vulgar" was dismissed, but the advertiser was advised to choose non-family viewing times on TV for its telecast.
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