I&B Ministry smells 'Axe deodorant ad' as indecent

The Ministry of Information & Broadcasting on Friday termed the content and theme of the advertisement of “Axe Dark Temptation Deodorant” as indecent, vulgar and repulsive. Henceforth the ministry has asked the Indian Broadcasting Foundation (IBF) to advise its member channels not to telecast the advertisement or any such with lewd and suggestive theme to avoid any punitive action in future.

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The ministry has also asked the Advertising Standards Council of India (ASCI) to provide details of complaints received and action taken by Consumer Complaints Council (CCC) – if any – against the ad. In case no such formal complaint has been received, the Ministry letter itself is to be treated as one and appropriate action may be initiated.

Looking into the sensitivity of the issue involved, as an interim measure, ASCI has been requested to advise the advertisers to refrain from airing the said advertisement pending decision of the CCC.

The advertisement shows a model as “Chocolate Man” wearing a deodorant that has a chocolate odour catch the fancy of women drawing objectionable reaction. Reportedly the ad had won the Gold Lion at the Cannes International Advertising Festival, 2008.

Earlier, the Ministry had sent a similar notice to TV channels for airing a commercial of a popular undergarment brand which was later pulled off the air. The Ministry had even warned the channels to be selective in choosing the advertisements in future.

Check the ad here on Youtube