Mar.19: TALL TALK
- Posted by CERC India
- Posted in March
Sunsilk Thick and Long shampoo – Inappropriate disclaimer
Disclaimer breaks norms     Â
The advt shows a few friends taking Alia Bhatt for a surprise birthday party. They ask her to style her hair so she uses Sunsilk Thick and Long shampoo. The product has “keratin yogurt†which gives you “2x thicker hairâ€, claims the advt. The tagline “Jab baal ho thick, any style karo pick†is played. Not believing the claims, we complained about the advt.
ASCI observed that the disclaimer, “Based on lab test with Sunsilk Thick and Long shampoo and conditioner vs unclean hairâ€, qualifying the comparative claim, “2x thicker looking hairâ€, was not positioned in close proximity to the claim. The disclaimer was not legible and was not in the same language as the audio of the TVC (Hindi). The hold duration of the disclaimer on the screen was not for more than 4 seconds. Hence the TVC contravened ASCI Guidelines for Disclaimers. Moreover, the advertiser had not provided any evidence to show that the celebrity had done due diligence prior to endorsement. Hence, the advt contravened the Guidelines for Celebrities in Advertising.
No proof of due diligence Â
