ASCI’s postman comes knocking

A consumer need not flip channels on watching offensive ads any more. Apart from the remote control, he has another weapon to counter bad ads: the all-powerful pen.

The Advertising Standards Council of India (ASCI), the ad industry’s self-regulatory voluntary organisation, has come out with a campaign encouraging viewers to pick up their pens and write in, if they find any ad offensive, vulgar or false in any way. ASCI has been at it for over 20 years, with its earlier campaigns occasionally featuring popular faces to bring out the message such as Priya Tendulkar (the ‘Jhoot bole, ASCI kaate’ campaign).

The idea, obviously, is to empower consumers. ASCI receives several complaints, but the three types of ads that are most complained about are those encouraging dangerous behaviour, making excessive or false claims, and those that are indecent to watch. So, these three were finalised and the chosen one to highlight these issues was Leo Burnett.

This campaign couldn’t have come in at a better time, as ASCI now has the legal authority to stop offensive ads from being aired in case a complaint is found to be legitimate.

“It’s a happy coincidence!” says Bharat Patel, chairman, P&G (health and hygiene) and chairman, Indian Society of Advertisers (ISA). “The ads were conceived almost six months ago, to bring about a greater awareness about ASCI, and nudge consumers into informing the ASCI about offensive ads.”

The communication tries a funny route to bring out the power consumers hold over the ad fraternity. Leo Burnett has made a spoof on typical ads that have misled a consumer in the past.

The first film, titled ‘Over Claim’ begins on the shot of a typical tele-shopping programme host, equipped with her classic fake smile and bubbly demeanour. She quickly rattles off into the camera, asking viewers if they have felt depressed/unsuccessful lately, or are facing monetary losses. She goes on to assure them that these problems can come to an end, if one buys the Feng Shui stones on display (camera zooms in on the stones on the table, complete with supers such as the ‘code’ of the product and the ‘Call Now!’ one).

To further support this claim, the lady invites a testimonial from a businessman, who goes on to elaborate how the magical ‘stones’ helped transform his dull and boring life to a vibrant and successful one. Interrupting him, a postman on a cycle comes by, giving the man a letter. As the bewildered man opens the letter, a voice-over concludes: “Your letter can stop ads that make false promises or exaggerated claims. Write in to the Advertising Standards Council of India.” A super goes on to give the relevant contact details of the ASCI.

The second ad, ‘Indecency’, has a couple in a house, removing items of their clothing one by one to seduce the other. Just before things get out of hand, the postman on his cycle interrupts the two with his letter. A similar voice-over concludes, highlighting how a letter from a viewer can stop an indecent or vulgar ad from airing.

The third piece of work is called ‘Dangerous Behaviour’. This one shows some kids trying to cross a river, when one of them comes up with an idea. He sucks a ‘magical’ lollypop, which transforms him into a superhero. He is about to perform a stunt with a stick, when the postman hands him the all-powerful letter, stopping him from indulging in ‘dangerous’ behaviour that can be imitated by children.

The idea of having the postman as the consumer’s representative was that of copywriter Mithun Mirji. It seems like Leo Burnett didn’t have to look too far for the communication insight: ads from the past were enough.

Explaining the spoof part, Nitesh Tiwari, executive creative director, Leo Burnett, says, “There are times when even we admen are forced to change channels when watching TV with our families, if, say, an indecent ad is on air. That is why we decided to have a funny take on such ads from the past.”

Since the issues themselves are so serious, portraying these ads in a preachy, serious manner was out of the question for the agency. “None of our ads point to any particular brand name, and yet, we can all identify with such ads,” says Tiwari. “These ‘spoofs’ feel like regular, mediocre ads, until the twist in the end arrives: the postman.”

The films have been shot at Film City, Mumbai by Sanjay Shetty of Opticus Films. The production cost of the campaign was Rs 8-10 lakh, funded by around 10 ASCI members from the ad fraternity. Media space on television channels was given free of cost.

© 2006 agencyfaqs!