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Apr.18: TALL TALK

  • Posted by CERC India
  • Posted in

Lever Ayush – Unfair comparison

Trashing other products   

In the Lever Ayush television commercial (TVC), Akshay Kumar says: “just by showing green leaves a product does not become ayurvedic. Real ayurved is Lever Ayush” He goes on to say: “Beware of pretence, choose real ayurved”. How does the company claim that its soaps are real ayurvedic products while others are not?

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In response to our complaint, the Advertising Standards Council of India (ASCI) observed: “It is unclear how only Lever Ayush products can be considered real ayurved. By implication the statement was demeaning to all other ayurvedic products. Moreover, no substantiation was given whether the quantities of haldi, saffron and cow’s ghee in the soaps were sufficient to be effective.  The TVC contravened chapters I.1, I.4 and IV.1 (e) of the ASCI code. Also the visual and statements of the celebrity were likely to mislead consumers about the efficacy of the products. Hence, the advt also contravened clauses (c) and (d) of the ASCI Guidelines for Celebrities in Advertising.

Unsubstantiated claims

 

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