A Wednesday, Mohali

@Amreekandesi

Tempting by Law….

Can you imagine.. a man made out of Chocolate can actually cause disgust to you??? Well, I guess it just did to some guys at Advertising Standards Council of India(ASCI)… The I&B Ministry has asked ASCI to implement a ban on the airing of commercial of Axe Dark Temptation.

ASCI secretary general Alan Collaco says, “We have received an official note from the ministry today and will be asking the advertiser – Hindustan Unilever Ltd (HUL) – for its reply.”
The HUL spokesperson in return, replies, “The advertisement creatively expresses the launch of the new Axe fragrance. Our consumer research showed the advertisement was humorous and witty in expressing the new fragrance promise of being as irresistible as chocolate.”

It shows a man who has used Axe Dark Temptation turning into a chocolate man. Transformed thus, he is irresistible to women, who kiss, lick, bite and touch him everywhere he goes….The Only Problem: A Girl Having a BITE out of a Chocolate Butt… Incidentally, The same commercial was awarded Gold Lion at the Cannes International Advertising Festival, 2008.. Now the Cannes People are really insane and out of their normal minds to think this piece of (art) would be worth the creative honor… HUH!!! The I&B Ministry and ASCI doesn’t even bat an eyelid to the disgusting daily Soaps that represent such a degrading portrayal of the Indian women as a either scheming, vicing, cruel vamp or the timid, patient-till-death, idealist protagonist… Why it always have to be on the either side…?? Why can’t reality be shown as we live everyday?? The So-called reality shows are also not better than scripted version to boost the TRPs and viewership..???

Did the I&B ministry bat an eyelid on the so-called reality game show Spiltsvilla (Where love is war) where “supposed” Indian Morals and Values go take an hike??? Girls Strip down to the bare minimum on the pretext of Glamor and showing their attractive side to 2 prospective boyfriends??? Now that is very much in Indian Taste???

Another HUL product, which is still on air, with huge fan-fair, may be coz of celebrity factor involved is the POND’s White Beauty TVC featuring Priyanka Chopra, Neha Dhupia and Saif Ali Khan. ASCI and I&B Ministry should open their eyes and minds to see that such derogatory ads featuring celebrities fuel public mind and thinking regarding dark skin and all the taboo attached with it..

I, Personally, am not a fan of the above said Axe Dark Temptation commercial (though I’m a huge chocolate fan) but I don’t find it obscene. Banning something like Amul Macho Underwear Commercial does makes sense for it’s suggestive sexual gestures made by the leading lady… But this one… Com’on…. it doesn’t even feature a sigh or moaning sound….

SO MUCH FOR THE CREATIVE FREEDOM!!!!!!!!!!!