The Advertising Standards Council of India (ASCI) has launched a review into the recent controversial advertisement of Bombay Shaving Company’s sister brand Bombae. The ad, which featured the name of Uttar Pradesh board Class 10 star Prachi Nigam, sparked outrage as it allegedly made fun of her looks and facial hair.
ASCI CEO and General Secretary Manisha Kapoor spoke to Business today, saying the council would take necessary action against the advertisement.
“The Bombay Shaving Company advertisement was selected for review after it was brought to ASCI’s attention via social media posts. The ASCI jury will review the advertisement if the company chooses to challenge it,” Kapoor said.
In response to public outcry over the ad, she added: « We recovered the ad in potential violation of the ASCI code which states: Advertisements must not contain anything, whether by way of illustration or otherwise, that could cause their (children) physical, mental or moral harm, or which exploits their vulnerability We believe here that the advertisement may have exploited the vulnerability of a young student.
The ad, which was widely criticized on social media platforms, was accused of targeting and exploiting the vulnerabilities of young students. Many have expressed concern that the ad not only mocks Prachi Nigam but also evokes stereotypes and insecurities related to women’s facial hair.
Critics of the ad condemned the insensitivity and poor taste displayed by the Bombay Shaving Company in its marketing approach. The ad, which attempted to link Prachi Nigam’s academic achievements to the brand’s products, was called opportunistic and disrespectful by several people. In light of the controversy, many have urged regulatory bodies like ASCI to step in and hold the brand accountable for its actions.
Prachi Nigam had initially made headlines for scoring 98.5 per cent in class 10 board exams.