By Hindustan Times
First, they axed an erotic Axe deo commercial, and now, they’ve pulled the pants off an underwear ad that shows men covering their you-know-whats with roosters. And, looks as if more is to return. After a push from the guidelines and Broadcasting ministry (I&B), the Advertising
Standards Council of India has cracked down on sexually suggestive TELEVISION COMMERCIALS which are aired during primetime — the most recent being an ad of Euro Fashion Underwear that shows three nude men each holding a rooster to hide their private parts, with the tagline: “What’s your size?” “The ad have been discontinued after an action from the patron Complain Council of India,” says Allan Collaco, secretary general, ASCI.
Other controversial commercials which might be under the scanner include those of the fizz drink Sprite, and Manforce condom. While the Sprite jingle goes, “Isko kaise jhelu main, kaise iski le loon main,” within the condom ad, porn star Sunny Leone is seen is explicit seductive positions. Other ‘adult’ ads that were suspended include those of Amul Macho and Lux Cozy underwear, and of Denver and Wild Stone deos.
I&B minister Ambika Soni has appealed to Parliament to empower the ministry to herald stricter laws to curb obscene ads, and previously year, the federal government has issued 105 notices, and on 85 occasions the ads has been changed or dropped. The federal government could also be considering moving certain advertisements to slots outside family viewing hours.“There are certain ads that can not be viewed with the family and thus such regulations are vital. We get complaints against such ads regularly. It’s good if the federal government plans to shift adult ads to a late-night slot,” says Collaco.
Ad person and author Anuja Chauhan, however, says, “ASCI should attempt to see beyond obvious. The ads with sexy moves don't seem to be the one offenders. There are lots of subtle yet suggestive ads like those for fairness creams. Also, they need to do something positive about YouTube’s special ‘Banned ads’ category first.”
The makers of those ad say they mean no offence. “The Sprite ads celebrate the youth of today ... the ad is merely an artistic expression to signify a playful exchange,” says a Coca-Cola official. The makers of the Euro brief ad remained unavailable for comment.
