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Most of the washing powders use children in their advertisements. We can consider the example of
a commercial of ͞Surf Excel͟, where a kid is trying to please his teacher, who has lost her dog. The
kid tries to woo the teacher by making some crazy gestures and doing activities that a dog would do.
The kid gets some intense and heavy stains on his clothes, while playing in mud, while he was acting
like a dog.

The company just wants to show that their detergent powder is capable of removing the worst of
the stains. This could have been done, even without using the kid in the advertisement. Using a child
and making him do some activities which should not be done by children of his age (5-6 years) is
unethical on the part of the company. This has been done by the company to ¬
 


  

  
  
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The company could have used an adult, as the product they are dealing with is no where related to
children. The company just wanted to create an impact on the viewers that their product can
remove heavy stains, with great ease. A mechanic could have been shown who comes home after
the work with an extremely dirty shirt and his wife could have been shown using ͞Surf Excel͟ to
remove the stains.
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Tele Brands is a shopping network, with a wide variety of products available. Many of the
offerings of ͞Tele Brands͟ look very lucrative. One such offering is ͞Ab Pro King͟. It is an
exercising device, which can reshape your body, within few days. A person and some girls
are shown in the advertisement. The person takes measurement of the waist of the girls and
then asks the girls to exercise on the machine. Within few minutes, the waist of the girls
gets reduced by inches.

The company wants to showcase, how effective their product is. They want the viewers to
believe in what they claim, which is practically impossible. You can͛t reduce your weight and
reduce the measurement of your waist, within minutes. This is practically impossible. The
stranger thing is that a lot of people actually fall in their trap and get influenced with what
they see. On ethical grounds, the company is deceiving its c ustomers, and is cheating them
by showing them something which is not possible.

The company should design its commercial in such a way, which reflects the reality. The
company can succeed, even without cheating the customers. The company need not claim
that the results will be visible in few minutes only. The company can promote the habit of
regular exercising among the people. They can simply exhibit their product as a machine,
which would keep people fit and would also help people lose their weight, if r egular exercise
is done on the machine.

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Pampers is a brand related to kids. So they use kids in every commercial they come up with.
The kids are too small, who are used, obviously, without their consent. This is unethical on
part of the company. The kids are shown irritated and agitated in the advertisement, when
the product ͞Pampers͟ come to rescue and make the kids happy. Exploiting small kids in
order to make profits is unethical.

The company can instead make use of animation, which do esn͛t involve any kids in real. By
doing this the company stands out on the ethical grounds and can also be benefitted as a
good image will be created among the parents that they don͛t exploit kids in their
advertisements.





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Axe is a deodrant, which is portrayed as, ͞A weapon of seduction͟. The TV commercials of

Axe are very westernized, which may are not liked by all the households. The company uses
unethical means of promoting their product. In a country, like India, which i s known for its
culture, ads like these are considered to be vulgar.

The company should change its promotional strategy in such a way, which is as per the
norms of the society. The ads should be made in such a way, which are suitable for every
member in a family. Showing half naked girls can be easily avoided and usage of vulgar
taglines should also be taken care of.
 c è

Thums Up is a very popular cola drink, which is being endorsed by Akshay Kumar, since
many years. The ad showcases the star, doing some death defying stunts, to get a bottle of
Thums Up. He jumps off the building, runs very fast and drive really fast car, to get his
bottle, and even gets injured while doing all this nonsense.

The company wants to show, that people are so crazy about the drink, that they would do
anything, to get a sip of it. The company has always associated the drink, with action. This is
the reason they have used Akshay Kumar, the action star of Bollywood, t o endorse this
brand. The stunts shown in the advertisement, leaves a bad impression upon the viewers,
especially children. For children, their star is doing some really ͞cool͟ stunts and they would
definitely try to imitate him. They don͛t know what bad i t can do for them. Though, the
company notifies, in the end that these stunts are done by expert and should not be tried by
anyone, but the children might not keep that in mind.

The company could have promoted it differently, without associating it with ac tion. People
drink cold drink, to satisfy their thirst or people drink it at some happy moments with
friends and family. The company could have promoted it, by associating it with a drink for
the happy moments. The ad could have shown some friends watching TV, having fun, with
Thums Up in their hands. This might have positioned the product in an entirely different
way.


  


Lava Mobile has not spent much time in the market so far, but has done quite heavy
promotions to establish the brand. The TV commercials are very fresh and unique. In the
latest TV commercial, the girl on the cash counter, doesn͛t have change and is offering
toffees, instead, to all the boys. She has been shown discriminating among the boys on the
basis of the phone they have. The boys with other phones were given toffees, but when a
guy with Lava phone comes to the counter, the girl couldn͛t resist and offers condoms.

The ad shows that you will be considered a man, if you own a Lava phone; otherwise you
will be like any other guy, or rather boy. The company has put emphasis on the manly
quotient in the ad. That is the reason the girl offers, condoms to the man with Lava phone,
unlike other guys.

The company could have used different means to showcase the manly thing. Usage of
condoms in a completely unrelated ad is not justified. A lot of people would not like to see
such advertisements with their families. The company could have shown a woman in
trouble from eve teasers and a man with Lava phone could have helped her out. This would
have been a better way of showing the difference between men and boys.

c 

ecently, Vaseline came up with its new variant, Vaseline men. The ad shows Shahid Kapoor
(Bollywood Star), telling public about the benefits of the cream. He says that if one applies
this cream on his face, he will become fairer in just 5 weeks.

The company has used Shahid Kapoor in the ad to connect with the youth. Young men will
see their idol saying something on screen and will fall for it. No cre am can make you fair
within weeks, but as it is a young hand some man who says so, young men of the country
follows him, blindly. A good cream can help you retain healthy skin, but it is your eating
habits, which helps you improve your skin. This is unethic al on the part of the company, as
they are fooling people with lies, just to earn profits.

The ad could be redesigned, by telling people to eat healthy food and also using their cream
as an add on, to retain the healthy skin. Company can develop the habit of healthy eating
among the youth and can recommend its cream as well, but only ensuring that there are no
side effects of the cream.


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Tata Tea launched a very successful campaign, ͞Jaago e͟, a couple of years back. The aim
was to motivate everyone to exercise their right of vote. The campaign was a mix of CS and
building brand image. The part of ͞Jaago e͟ campaign was another initiative, ͞Khilana
Band, Pilana Shuru͟. The ad was directed towards the corruption that exists among th e
govt. officials. The ad shows a young man getting hold of a Govt. employee, while he was
taking bribe and then exposing him.

All these related initiatives by Tata Tea, have really helped it build its brand. The company
has taken up the initiative to spr ead awareness about the unethical practices that happen in
the system.

I don͛t think there is any requirement of redesigning this advertisement, as it has already
been able to make an impact on the people of country, especially the youth of the country.



Amul is one of the most famous brand and most popularly used brand in the Indian
household. Over the years, Amul has been using guerrilla marketing by making fun of the
celebrities. The brand certainly has become very popular only because of these ͞out of the
Box͟, advertisements, but the company has earned all, at the expe nse of all the celebrities.

The company has been making fun of the celebrities and gained popularity. This, to me is
unethical on part of the company. The company wanted to create a mark, like every other
company. They could have gone for something else, instead of making fun of people.
èèc

͞Yeh hai Youngistan meri jaan͟, the tag line of Pepsi, has become like an anthem in the
country. The youngsters connected well with the brand and the company saw some really
substantial sales in the country. The ad, I am talking about here, is the one, where Shahrukh
Khan , plays the brother of a young girl, played by Deepika Podukune. The boyfriend of the
girl, anbir Kapoor tries to enter her house by claiming to be an alien, because of the
presence of her brother. In the end the boy succeeds in g etting into the bedroom of the girl,
by saying, that he has been sent to protect the girl and the brother agrees.

The ad, for me, is unethical, as the ad reflects a culture, which is actually not prevalent in
our nation. India is known for its culture and the values that are possessed by the
countrymen. The girls are not expected to do such things in front of elders. There could
have been a better way of creating an impact. The boy could have come to the house with
cold drinks and the three of them could h ave been showed as celebrating. This could have
looked more Indian and would have created a better impact.