I&B ministry axes Axe chocolate-man ad

Is the "chocolate man" in the Axe deodarant ad bothering you?  Well, you are not alone. A product of Hindustan Unilever, the deodarant ad was also found offensive by the information and broadcasting ministry.

The ministry has requested the Indian Broadcasting Foundation (IBF) to advise its member channels not to telecast the latest Axe commercial, 'Axe Dark Temptation Deodorant', as it regards the advertisement as being "indecent, vulgar and repulsive."

The ministry has requested the IBF to avoid any advertisements that are on "indecent, vulgar or suggestive theme (s) to avoid any punitive action in future".

The I&B Ministry has also requested the Advertising Standards Council of India (ASCI) to provide details of complaints received and action taken by Consumer Complaints Council (CCC), if any, against this particular commercial.

"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," the ministry said in a statement. "I&B has requested ASCI to advise the advertisers to refrain from airing the said advertisement pending decision of the CCC," it added.

Earlier this year, the ministry had asked some music channels to apologise to viewers by running a scroll for three days after they aired a men's deodorant advertisement which it described as "indecent.."