The intention of the Advertising Standards Council to educate consumers on how to deal with repulsive advertising is to be applauded. But its advertisements confuse the viewer

Anil Thakraney

The self-regulatory body of the Indian ad industry, the Advertising Standards Council of India (ASCI), the so-called industry watchdog, has released a new TV campaign that encourages viewers to shoot out complaints in case an ad offends their sensibilities, makes misleading claims, or exploits women. I watched three ads, and each tackles one subject.

Now, I like the fact that ASCI is taking action to ensure that the ad industry is kept on an alert, and thinks before putting out mischievous adverts. I also applaud the watchdog for making efforts to inform consumers on what to do when they get repulsed by an ad. However, I must say I am a little flummoxed by the creative route. Anyway, let's first discover what happens in the ads.

Each ad is executed as if a creative person/team is presenting an over-the-top script to a client. The scene is from a boardroom marketer/ad agency meet. In one, a chap is presenting the creative for a bulletproof tonic. It involves a cop who is able to survive many gun shots because of the tonic. This one deals with exaggerated claims.

The next one addresses sexual exploitation of women. A dotcom recruitment agency team presents a script that features a woman exposing her cleavage to net a job. In the third one the creative team tries to sell a script for a brand of chocolate. This one features children behaving in a dangerous manner on city roads.

So, all the correct triggers are being pulled out here. But there's a serious problem with this route. As a lay consumer, who has no idea what goes on behind the making of an ad, this approach leaves me confused. I am left scratching my head and wondering, "Eh, who are these jokers? What are they saying? Who are they talking to? What the bloody hell is going on?"

Here's what I suspect happened: ASCI is, quite unwisely, trying to kill two birds with one stone. They attempt to speak to both, the consumers AND the various ad agencies simultaneously. Now because the setting is a creative presentation, the ad folks will get these ads, but the consumers will be left confused. So the purpose of the effort is defeated.

What beats me is this: Advertisers and ad agency personnel can easily be targeted through direct marketing. And digital media can be used to reach them. Why on earth would ASCI use the mass media to target such an ultra-niche segment? And worse, compromise the mass consumer in the process. Quite bizarre.

I am planning to write a complaint letter to ASCI. Against its own confused advertising.