TALL TALK – CA – OCT 2014
- Posted by CERC India
- Posted in monthly
Madhuriâ€™s Maggi ad misleads
All of you must have seen the ads of Madhuri Dixit having fun exercising with her family and playing football with other moms and kids in the recent, frequently aired Maggi television commercials (TVCs). The TVCs conveyed the message that a healthy activity need not be boring and could be enjoyable (mazedaar) too. The commercials went on to imply that eating noodles was another way of being healthy and having fun at the same time.
Our basic objection to the campaign was the linking of a healthy lifestyle (as shown by exercising and playing an outdoor sport) with instant noodles. The endorsement by Madhuri Dixit, an icon when it comes to fitness and known for having maintained herself so well, reinforced the health message. However, when our in-house laboratory tested instant noodle brands the results showed that they were high on salt and fat making them an unhealthy option, especially for regular consumption.
ASCI backs CERC’s stand
Both the complaints were considered by the Consumer Complaints Council (CCC) of ASCI. The CCC concluded that the claims in the TVCs â€œHealth bhiâ€,â€œHealth ko mazedaar banane ka ek aur tareekaâ€ and â€œBan gayi na health mazedaarâ€, were misleading. â€œConsidering the fat content and the high calorific value as mentioned on the pack, the TVCs are misleading as they imply that noodles are a healthy food option for regular consumption,â€ said ASCI.
ASCI said the TVCs contravened Chapter I.4 of the ASCI Code and also the Guidelines on Advertising of Foods & Beverages. Moreover, the supers in the Hindi TVC were not in the same language as the audio of the TVC and contravened ASCIâ€™s Guidelines for Supers.
Instant noodles do not spell health. Get the message?