A recent commercial for Axe men’s deodorant is causing quite a stir. The ad played first in Argentina, then Europe, but in India, it may not air ever again.
The spot made by Mumbai-based Hindustan Unilever Ltd. has been banned by the Ministry of Information and Broadcasting. However, the Advertising Standards Council of India (ASCI) will have the final say. Not surprisingly, ad execs say that sexually charged ads are moving product from grooming items to underwear.
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Still, the ASCI has created a program to educate advertising agencies operating in India on what is and what is most certainly not appropriate.
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