-An ASCI report about what triggers Indian consumers.
Authored by D. Priya Dhatri | Club Executive Member
In 2021 many Indian brands have been "cancelled" and "boycotted" due to objections by people. As more and more brands are trying to portray progressive ideas through their campaigns but with people getting "hurt" and "attacked", brands are now hesitating to stand by such values. On the other hand, brands that are sticking to outdated ideals are also not spared from the wrath of the consumers. Over the past three years, the Advertising Standards Council of India (ASCI) has received 1,759 complaints against 488 advertisements. The ASCI has analysed the complaints and released a report titled "What India Takes Offence To". The report has taken a deep dive into not only the objections raised but also into the intent behind the complaint and the actions requested, and as a result, has found six major triggers that offend Indian consumers.
ASCI has stated that ads that show 'undesirable depictions for commercial gains' have taken the top spot. This category includes ads that reinforce certain skin tones, and body types and even those ads that promote a pressure-filled environment. White Hat Jr's has been the centre of many complaints due to the stress it puts on kids and their parents while Deepika Padukone’s Levi jeans ad has also faced criticism for depicting certain body types.
Ads that are deemed 'inappropriate for children have taken the second position. Ads filled with innuendos such as Crax rings have attracted complaints from concerned parents. Consumers also found ads that showed 'intergenerational dynamics in non-traditional ways to be offensive. Amul Macho’s ad that portrays the female gaze falls under this category and has been accused of crossing cultural boundaries.
Ads that are depicting men in poor light are considered offensive by some. Car24's ad showing women speaking about a possible test drive and easy return of husbands has faced wrath for gender bias.
'Hurting religious sentiments' by new interpretations of traditional ideas and mixing the religious narratives have become major triggers. Fab India's Jashn-e-Riwaaz campaign for Diwali and Dabur Fem's same-sex Karwa Chauth have both received backlash for this reason.
Consumers have also found depicting unpleasant realities of every day to also be triggering. Ads depicting raw meat and blood tended to attract such complaints.
ASCI believes that these insights can help brands tread the consumer sentiments with more finesse.
Manisha Kapoor, Secretary-General, ASCI said, "These insights can help advertisers plan campaigns better. These include easy fixes, such as planning media placements with greater awareness and sensitivity". Despite backlashes and facing burnt on social media some brands do not back out and stick with their ideals, "There are also instances where brands decide to stand firmly behind their advertising, particularly when it represents the core of their philosophy".
All things considered, it is an indisputable fact that the advertising scene in India is getting more complicated and the Indian consumer is rather hard to please.