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SOURCE: THE PRINT
The Army will now clear all advertisements that depict soldiers before they are released to the public. It’s worried about being associated with products such as pan (betel) masala and fairness creams. According to new guidelines issued by the Army, any advertisement showing actors in the uniform will be vetted by the formation headquarters (information warfare and intelligence) and the additional directorate general of public information (ADGPI), whose functions include handling media affairs.
The guidelines govern all advertisements for television and social media, as well as banners. Prior to issuing the guidelines, the Army had taken up the matter with the Advertising Standards Council of India (ASCI), the self-regulatory voluntary organisation representing the industry, which agreed to its concerns.
Speaking to ThePrint, Army sources said the force had received several complaints over the past few months regarding its depiction in multiple Indian advertisements.
While the exact number of such complaints could not be determined, the sources said they flagged advertisements related to pan masala, which is believed to be a carcinogen, and fairness creams.
“Many such advertisements depict Army men endorsing a particular product. This may give out a wrong impression to the masses,” said an Army officer, who did not wish to be named.
Pan masala and fairness cream
According to sources, the Army took note of two advertisements in particular — Pan Bahar, a pan masala brand that has counted Bollywood stars like Saif Ali Khan as brand ambassadors, and Fair & Handsome, which is endorsed by Shah Rukh Khan as a fairness cream for men.
Two recent advertisements show the protagonists in combat fatigues. The first features a “peacekeeper” of unspecified origin, while the second depicts an Army uniform with multiple errors — for example, the name tag is missing and a captain is shown wearing medals usually seen on the uniforms of commanders and seniors.
The latter also focuses on an Army man’s desire to stay “handsome” despite the exacting nature of his job, while a senior advises him that strength (dum) and handsomeness are both important in life.
After the advertisements came to its notice a few months ago, a senior officer said, the Army approached the ASCI.
The complaint was specific to the Pan Bahar advertisement, and said it conveyed the wrong message that the Army “endorses chewing of pan masala, which is in contravention to its ethos”.
“Such types of ads bring negative publicity to a highly disciplined organisation like Indian Army and misguide (the) youth of the nation,” said the complaint dated 22 July, adding that the ad was also in violation of the Emblems And Names (Prevention Of Improper Use) Act 1950, which seeks to prevent the improper use of certain emblems and names for professional and commercial purposes.
The Army asked for the ad to be taken down, and added that advertising agencies should run by the ADGPI their pitches depicting soldiers.
The ASCI agreed and tweeted an advisory in this regard on 13 August. “In a new advisory, the Additional Directorate General of Public Information has stated that ads depicting #actors in #military fatigues will need approval from them prior to release,” it posted.
The Army’s guidelines state that it will take “strong note” of advertising agencies found violating the advisory.
Asked about the controversy, ASCI secretary-general Shweta Purandare said the council code states that “advertisements shall not, without permission from the institution under reference contain any reference which confers unjustified advantage on the product advertised or tends to bring the institution into ridicule or disrepute”.
“In case there is any contravention by the advertiser, it is for the Ministry of Defence to take necessary action and not ASCI,” she added.
https://theprint.in/india/indian-ar...masala-or-fairness-cream-will-vet-ads/316251/
The Army will now clear all advertisements that depict soldiers before they are released to the public. It’s worried about being associated with products such as pan (betel) masala and fairness creams. According to new guidelines issued by the Army, any advertisement showing actors in the uniform will be vetted by the formation headquarters (information warfare and intelligence) and the additional directorate general of public information (ADGPI), whose functions include handling media affairs.
The guidelines govern all advertisements for television and social media, as well as banners. Prior to issuing the guidelines, the Army had taken up the matter with the Advertising Standards Council of India (ASCI), the self-regulatory voluntary organisation representing the industry, which agreed to its concerns.
Speaking to ThePrint, Army sources said the force had received several complaints over the past few months regarding its depiction in multiple Indian advertisements.
While the exact number of such complaints could not be determined, the sources said they flagged advertisements related to pan masala, which is believed to be a carcinogen, and fairness creams.
“Many such advertisements depict Army men endorsing a particular product. This may give out a wrong impression to the masses,” said an Army officer, who did not wish to be named.
Pan masala and fairness cream
According to sources, the Army took note of two advertisements in particular — Pan Bahar, a pan masala brand that has counted Bollywood stars like Saif Ali Khan as brand ambassadors, and Fair & Handsome, which is endorsed by Shah Rukh Khan as a fairness cream for men.
Two recent advertisements show the protagonists in combat fatigues. The first features a “peacekeeper” of unspecified origin, while the second depicts an Army uniform with multiple errors — for example, the name tag is missing and a captain is shown wearing medals usually seen on the uniforms of commanders and seniors.
The latter also focuses on an Army man’s desire to stay “handsome” despite the exacting nature of his job, while a senior advises him that strength (dum) and handsomeness are both important in life.
After the advertisements came to its notice a few months ago, a senior officer said, the Army approached the ASCI.
The complaint was specific to the Pan Bahar advertisement, and said it conveyed the wrong message that the Army “endorses chewing of pan masala, which is in contravention to its ethos”.
“Such types of ads bring negative publicity to a highly disciplined organisation like Indian Army and misguide (the) youth of the nation,” said the complaint dated 22 July, adding that the ad was also in violation of the Emblems And Names (Prevention Of Improper Use) Act 1950, which seeks to prevent the improper use of certain emblems and names for professional and commercial purposes.
The Army asked for the ad to be taken down, and added that advertising agencies should run by the ADGPI their pitches depicting soldiers.
The ASCI agreed and tweeted an advisory in this regard on 13 August. “In a new advisory, the Additional Directorate General of Public Information has stated that ads depicting #actors in #military fatigues will need approval from them prior to release,” it posted.
The Army’s guidelines state that it will take “strong note” of advertising agencies found violating the advisory.
Asked about the controversy, ASCI secretary-general Shweta Purandare said the council code states that “advertisements shall not, without permission from the institution under reference contain any reference which confers unjustified advantage on the product advertised or tends to bring the institution into ridicule or disrepute”.
“In case there is any contravention by the advertiser, it is for the Ministry of Defence to take necessary action and not ASCI,” she added.
https://theprint.in/india/indian-ar...masala-or-fairness-cream-will-vet-ads/316251/
