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Axe on The Axe Effect ad; 2 other deo ads rapped too

Advertising body ASCI upholds complaints against 3 out of 7 Deodorant advertisements.

BestMediaInfo Bureau | Delhi | July 22, 2011

Following the CCC meeting convened recently to take a view on the various deodorant advertisements running on various television networks, the CCC has upheld complaints against 3 out of 7 deodarant advertisements campaigns.  The complaints upheld against three deodorant advertisements including:

The Hindustan Unilever Ltd’s The Axe Effect advertisement (appeared on Zee News on 19th May 2011) depicting a female security staff frisking a man at an airport with a metal detector on his chest and arms. She is shown in a spell of lust and clinging to his body in a display of sexual passion overpowering her with the voice-over, “The Axe Effect”.

Paras Pharmaceutical’s Zatak Axe Deodorant (appeared on Filmy on 17th May 2011) shows a boy going to a lady dentist after using the Deo.  As he sprays the deodarant, the lady dentist is shown closing her eyes and moaning suggestively.  When the boy says that he has toothache, the lady dentist is shown unbuttoning his shirt.  She asks him to breathe and demonstrates it by sensuously thrusting her bust forward.  In doing so, her white coat is off and her inner garment is clearly showing off her cleavage.

Paras Pharmaceutical’s Set Wet Deodorant advertisement (appeared on Filmy on 20th May 2011 and on IBN 7 on 19th May 2011) shows a man using the Deodarant and a female clinging to him in a passionate display of desire.  An onlooker also tries the deodorant and soon a female is shown coming behind him taking off her garment and clinging to him lustfully.

The CCC concluded that these advertisements display overtly sexual desire and are also demeaning to women. Keeping in view the generally prevailing standards of decency and propriety is likely to cause grave and widespread offence.  Since these advertisements contravened Chapter II of the ASCI Code, the complaints against these three advertisements have been Upheld.

During the meeting, CCC also noted Paras Pharmaceutical’s assurance that the Zatak Axe TVC would be appropriately modified.

The CCC during the same meeting did not upheld complaints against 4 deodarant advertisements to be in line with generally prevailing standards of decency and propriety and lack of enough influence to cause grave or widespread offence. The complaints against deodorant advertisements not upheld include:

McNROE Consumers Products P. Ltd’s Wild Stone Deodorant (appeared on 9X on 8th May 2011) showing a woman who is blindfolded gradually removing her blindfold to cast a sensuous look at a man and then again putting it on.  Thereafter, she is shown sensuously groping for the man.  The woman is then shown removing her saree off in a seductive gesture, as the man is shown spraying the Deo on his body.

Mankind Pharma’s Addiction Deo (appeared on 9X on 17th May 2011) showing a man spraying the Deo and sending an ensemble of dancing women.  One female is shown clinging to the man with a song in the background – “can you handle all my addiction?”.

Hindustan Unilever’s New Axe Googly (appeared on Aaj Tak on 19th May 2011) depicting behaviour of boys and girls in a pub.

Vanesa Inc’s Denver Deodorant (appeared on Nepal 1 on 16th May 2011).

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