Bajaj Allianz, Godrej Sara Lee ads gunned down by ASCI

A Bajaj Allianz Life Insurance advertisement that trashes fixed deposits to promote its scheme, and fast moving consumer goods major Godrej's depiction of its mosquito repellent as an inhalable fragrance were among the major campaigns pulled up by the ASCI for misleading consumers in March and April this year.

In its latest report released on Monday, the Advertising Standard Council of India (ASCI) said that while Bajaj Allianz was made to withdraw its television commercial, Godrej group firm Godrej Sara Lee was made to modify its advertisement.

With regard to the Bajaj Allianz Shield Plus ad, ASCI said it received complaints that the company had compared fixed deposits with insurance products in a "taunting and indecent manner, as if a fixed deposit has no merits for a client and is not worth it''.

"As the TVC compares the advantages of insurance products with fixed deposit schemes, there is the likelihood of the consumer being misled as a result of the comparison," ASCI said.

FMCG player Godrej Sara Lee had to face the music for its Good Knight aerosol commercial. Godrej had recently bought out its US-based partner in the joint venture.(See: Godrej buys out Sara Lee stake in joint venture)

The commercial depicted aerosol as a fragrant, and the actors in the commercial were seen inhaling it. The advertisement was later modified.