The Axe- "after" Effect!

HUL must have deployed under cover agents to check on the claims of Vaibhav. If they are able to find even 1 relationship where he is seen going out with a girl his case would loose steam. they may also plant a paid girl in Vaibhav's life. Just watch out Vaibhav from such possibilities.

I thought it was a forward joke! The ads really dont deserve this much time/ effort/ money being spent behind them... They are shown in a fun spirit and to be taken as such.

Good 1...Actually its not only Axe but many more who need to be sued. Right from all the "fairness" cream promotions, the weight loss programs which claim the world or "coffee" ads which could be mistaken for  condom commercials! Kudos to the guy who had the bravado to take on HUL and hope many more will follow suit! 

Very interesting article,well written too.I hope Vaibhav gets his due,girls hanging from both his arms I mean.

Brilliant move which may put a temporary hurdle to all such advertisements. Such tall claims and unjustified product power to boost the HERO in one will keep repeating unless a vigilant person like Mr Bedi to put an end to all this non-sense ads. The list Winning prizes by using washing powders, scoring first rank for drinking a choco drink etc

Very interesting article. We know that the theme in an ad is just for attention in such advertisements, by using commonsense. But he is a man of patience... any thanks for sharing Ashish.

..i will look forward to another susch case coming the close-up way for their infamous lady TC and fresh-breath advertisement.

whenever i saw that advertisement, i laughed. ..but this dude has gone ahead and will make HUL change their track & line of advertisements. Hope other fakes too learn some lesson for good.

thoroughly mindblowing case.. hats off to the petitioner for his patience though.. bt this setep of him is definately gonna shake the fake promise makers..

Absolutely mind boggling case study. I wish luck to HUL & Vaibhav. I would like to know what happens next in this case.
:)

Great and interesting article Jayant. You know what, by now most of the consumers have come to know that all these companies have a marketing stint where they believe that their products can sell better with those ads, but little do they get into the negatives and address them. 

Obviously the petitioner missed the humour in the Axe ads. If the courts start entertaining such petitions then humour in ads will suffer.

Very amusing and interesting story. I came across a news piece yesterday that Government is frmoulating guidelines to rein in the food product advertisers to either support their claims with concrete proof or shut their mouth up like Complan says it helps childene grow taller, some buiscuit campaign says it is substitute of proper food. 

According to Section 2 (r) (vi) of the Indian Consumer Protection Act, 1986,'making a false or misleading representation concerning the need for, or the usefulness of, any goods or services' is an unfair trade practice. As these advertisements are obviously exuberant and deliberately misleading the gullible, Mr. Vaibhav seems to have every chance to win. Let us hope this would be a milestone judgment in regulating advertisements in our country.

its really nice story  and a reading material to have an insight of the the kind of campaign behind the brand story...or their representation..
thanks for sharing it here..

i wonder what the sardar in chandigarh might be thinking while applying LuX during mornings ...

after watching the ad of aishwarya bathing with LUX

A very interesting story infact a story which can be used as case study  on the emotional benefits of a product. There are two ways a person connect with a brand either they look at the Funtional benefits i.e Duracell battery, Inverter etc or Emotional benifits i.e Dove,Fair & lovely or Axe. Now a days brands are trying to connect more through emotional connect rather than Funtoonal connect because of the tough competition. So here is a classic exaple of emotional attribute of the product which the person thoght was a funtional attribute.

Interesting story. True that the marketing gimixs try to sell things by false attractive ads like one for Fair & Lovely. Even if you apply for years, dark girls can't become fair.

Yes Jayant, there were some ripples surfaced this side of the planet too. After which Unilever honchos called in all their advertising, media and production partners for a “Brain storm” session for a couple of products.
This is lession to all marketers and branding and advertising mavericks that by attributing worth to intangible products and trying to sell it as tangible objects, it may catch the attention immediately but it never pays for a long time and gradually the product losses its credibility.
As far as Women did not come out to sue claims on Fairness creams etc is because they are still a little bit smarter than their counterparts. As delusion completely overcomes Man’s sense of right and wrong.

This is something interesting that I've come across many days, this is a good case in the sense all the products which is out there showing their ads with so much action happening in the ad for the guy or a girl with other products like the fairness cream ads which they show, I wondered why ever a woman didn't come and sue, I certainly don't see a dark girl getting so much fairer for that matter, so in that sense these ads are misleading the consumer. I think this should be a lesson to all such products which show irrelevant stuff.