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Tag: CODE

  • ASCI bats for better inclusion in advertising, to clamp down on discriminating ads

    ASCI bats for better inclusion in advertising, to clamp down on discriminating ads

    Mumbai: The Advertising Standards Council of India (ASCI) has updated its code to add greater inclusivity in advertising depictions. The ASCI code already required ads to not deride anyone based on race, caste, creed, gender or nationality. However, new areas of possible discrimination or derision have now been included such as gender identity, sexual orientation, body shape, age, and physical as well as mental conditions.

    Advertisements that mock or deride anyone on these bases will now be considered in violation of the ASCI Code. Talking about the changes, ASCI CEO & secretary general Manisha Kapoor said: “We have seen consumers call out ads that mock or deride people, or portray them in unfavourable ways. And it is only right that advertising becomes more inclusive and sensitive to this.”

    “It is not acceptable, for example, to associate characteristics such as sluggishness with a certain body shape. Similarly, to deride someone with a physical or mental ailment, or their gender identity would now violate the ASCI code,” she continued.

    “With this change, ASCI hopes to ensure that advertising becomes more inclusive and sensitised to all sections of our country, and does not perpetuate certain portrayals that have no place in a progressive society,” Kapoor added further.

    The changes to the ASCI code were approved by the board recently. This clause is now updated as part of Chapter 3 about advertisements that cause harm, which reads as follows:

    3.1. No advertisement shall be permitted which:

    (b) Derides any individual or group based on race, caste, colour, religion, gender, body shape, age, sexual orientation, gender identity, physical or mental conditions or nationality.

    As a future-facing organisation, ASCI works to ensure that its guidelines keep pace with the ever-evolving society, the advertising industry watchdog said in a statement. As consumers are becoming increasingly concerned about unfavourable depictions of certain sections of society, this change ensures that advertising keeps pace with these rightful expectations.

  • Wild Stone ad shows men’s desire for precious stones

    Wild Stone ad shows men’s desire for precious stones

    MUMBAI: McNROE, owner of brands Wild Stone and Secret Temptation has launched its latest television commercial for Wild Stone Code.

    Code is a sub-brand with six variants inspired by precious metals (platinum, titanium, gold, copper, bronze and steel), which is reflective of the quality of fragrances on offer and operates in the premium segment of perfumed body spray category.

    The commercial is a tongue-in-cheek story that showcases the eternal fight men have had in the quest for precious metals.

    Conceptualised by Soho Square, the TVC is staged in a sub-terrestrial cavern with a group of young miners in the hunt for something precious. The story is about the essence of a man’s devious want to own fragrances as exquisite as precious metals, and he is ready to fight his fellow men for it.

    “Men have always fought over precious metals. The collection from is yet another great reason for them to start a new fight,” avers Ogilvy & Mather chief creative officer Sukesh Nayak.

    McNROE consumer products chief business officer Sanjay Srivastava says, “Code has always had a strong consumer preference for its fragrances. This is an attempt to strengthen and leverage the consumer acceptance to build a larger franchise.”