Oct.18 : TALL TALK
- Posted by CERC India
- Posted in October-2018
Too Yumm â€“ Encouraging bingeing
Misusing a celebrity
The television commercial (TVC) of Too Yumm shows fitness icon, cricketer Virat Kohli, munching on the snack. â€œEat anytime, anywhere, as much,â€ he tells viewers. Since it is not advisable to eat large quantities of processed foods, high in salt and with added preservatives, we complained about the advt. ASCI considered the advertiserâ€™s response and observed that the claim â€œitâ€™s baked, not friedâ€ applies to three variants of the snack while nine were shown in the commercial. Hence the claim was misleading in ambiguity, implication and exaggeration. ASCI also said that the claim exploited the consumersâ€™ lack of knowledge.
The TVC was found violating the ASCI Guidelines on Advertising of Food and Beverages which say: â€œAdvertisements should not encourage over or excessive consumptionâ€¦â€. Moreover, there was a stark contradiction between the claim: â€œEat lot, fikar notâ€ and the disclaimer: â€œWe promote responsible indulgence as a part of dietary requirementâ€. Also, the advertiser had not submitted any evidence that the celebrity was in agreement with the claims.
Food for thoughtÂ Â Â