India’s advertising regulator has told trade goods major Hindustan Unilever to stop mentioning its Kwality Walls as ‘ice cream’ in advertisements following a criticism by prime ice-cream brand Amul. Gujarat Cooperative Milk Marketing Federation, that markets Amul, had complained to ASCI that the mention of Kwality Walls as frozen dessert was a deliberate arrange to mislead folks. “The advertorial makes a clear mention to Kwality Walls Strawberry Cheesecake being an ice cream when in reality it is a frozen dessert,” Nitin Karkare, COO of agency Draft FCB Ulka that represents Amul, wrote in a very letter to the regulator before long once HUL released the first ad that includes Shaan. The advertisements in question are within the sort of advertorials, or advertisements designed within the kind of editorial matter. HUL printed 3 print advertorials, every that includes a celeb talking regarding Kwality Walls whole, complete with heading, in depth text and photograph. They feature singer Shaan, Chef Sanjeev Kapoor and television thespian Smita Bansal along side their families.
“This is a case of a deliberate attempt at misleading the consumer, considering that the term has been strategically highlighted and hence cannot be a case of oversight,” said Karkare.
Kwality Walls is afters, that appearance and tastes like frozen dessert however is created with vegetable fat and not milk fat. Hence, beneath Indian laws, it doesn’t qualify as Ice Cream.
“The consumer complaints council has concluded that the mention of Kwality Walls as an ice cream is misleading,” said Alan Collaco, secretary general of Advertising Standards Council of India, the self-regulatory body of advertising industry.
In a media statement a HUL spokesperson additionally confirmed that the corporate will replace the word ‘ice cream’ with ‘frozen dessert’ within the ads. “We have in agreement with ASCI that where the word ice-cream seems within the same ad, it ought to be thought of as an expression of opinion of the celebrity featured within the promotional material. However, with a read to shut the problem amicably, we tend to in agreement with ASCI to incorporate the words ‘Kwality Walls frozen dessert,'” he expressed.