The ad features a bride resplendent with jewelry and an unlikely comparison…

It aims to raise awareness about the need for consumers to demand proof of the claims of quality and purity of the products they consume.

Saffola now promises to issue 'purity certificates' if consumers send in the batch number on the honey bottles they purchased.

After honey's bitter reckoning with purity, will other F&B segments come under the scanner? If yes, which?

… Claiming the rival brand misleads on passing the NMR test that’s become a standard for honey's ‘purity’.

Honey is popular as an immunity booster, especially in winters, but can the purity scandal affect how consumers view the product? Will it still find takers?

The statement is in light of the honey adulteration scandal in which, brands like Dabur and others have been deemed impure.

They failed the NMR test conducted by a German laboratory to check for purity while Saffola Honey and two others passed it said the CSE.

Dabur had taken Saffola Honey to court on allegations of imitation of bottle, trade-dress, label and packaging of Dabur honey.

It's perhaps the first time, we see a scientist in a lab coat examine honey's purity under a microscope in an ad.