• Most Admen have forgotten the old saying ” the consumer is not a moron she’s your wife” by David Ogilvy.
    I guess we need to add ” The consumer is not a moron she’s your wife, son, daughter, mother…” to remind the admen about this.

    • And if that is not a message the admen will understand, then what is. 🙂 Thanks for reading Prasad! 🙂

    • Not just the article, I loved this comment by Desi too…

      Well, most of today’s ads are more about attracting and then promoting…NOT motivating…. VEry nice writeup @Sakshi, hope the guys who designed those sort of ads have sometime to read the reaction too…

      • I did send it to them, Sumit. I sure hope they read it. 🙂 Thanks for reading, and agreeing. 🙂

  • Pertinent post . I am glad you raised these points, I can relate to all of them. I use to never pay attention to things earlier but as a parent I question claims, I question the projection of practices, I question language being used in front of my kids……No you are not reading too much into it, it is high time advertisers think beyond quick selling and pay attention to their product’s perception in long run.

    • Claims, practices, language – extremely essential aspects of upbringing, all three. You are so right. Well put, and thanks for thinking I am not reading too much into this! 🙂

  • Alka

    Use Axe, get a girl. Use Fair and Lovely, become a pilot. Drink Complan, increase height are all myths purported by advertisers. However I fully agree with your third point.

    Sakshi I see mothers telling their kids, ” Peet kar aana,pit kar Nahin “. In today’s dog eat dog world, raising responsible, sensible kids is the toughest job.

  • I wonder what is worse. The admen out to deceive us or those gullible enough to believe fairer skin will make them fly. And then, the eye-for-an-eye philosophy in the name of survival in the big bad world. You are right when you say raising responsible kids is tough, considering how irresponsible and downright uncivil our own generation is turning out to be. Thank you for stopping by Alka ma’am. 🙂

  • heylo Sakshi, your post somewhere resonates a lot of my own thoughts (like always 🙂 ) and what surprised me was that no one else has ever spoken about it on a larger platform. Complan’s height obsession has become an age old affair now. Also I sometimes feel that we all need to break free from the fair, tall smooth hair, fresh smelling feet vicious circle. And we ourselves had not been able to do so when the kids are also drawn into it…


    • Absolutely Richa. We who see through the act need to tune into a different channel. Perhaps, our kids will follow suit too. Thanks for stopping by. 🙂

  • Weren’t ads for K Challenge and Complan taken down for making false claims?

    Sadly, there will be people naive enough to believe that road to happiness and contentment lies in a glass of milk !

    • Well put Purba ma’am. The road to happiness and contentment is in a glass of milk, or a can of deodorant or a 250 gm tube of fairness cream. Amazes me to see how easily we are ready to be deceived. Hence, the deceivers with their fishing rods, ever ready to catch us fish. Good to see you around. Your thoughts matter a lot! Thank you! 🙂

  • I completely agree with you; the ad picturized is completely insensitive, to say the least!

    • Yes indeed, Roshni. Thanks for stopping by. 🙂

  • Though, I am a non-believer of the claims made in ads and strictly against the use of foul language (be it in person or public, movies or songs), yet I just let this ad cross my way without even bothering to give it a second thought.

    Thanks to you for bringing forth all these views and rekindling the ‘viewer sense’ in me and all the others who read this. Hopefully, posts like this will leave the entertainment industry with a thought as to what should be broadcasted and what should be cropped off.

    • It so happened Tanya that I was looking for milk mixtures to start giving my son, and came across this ad. I usually just throw to the winds any and every claim being made in the 200 adverts/program that run on TV.
      I do not think the entertainment industry has the time to read such posts. I seriously want to ban the deodorant ads which make men feel women will get attracted to them. Oh God! Seriously? 🙂

      Thanks for stopping by! 🙂

  • Rahul

    The ads these days try to sell ‘ice to those who stay in Greenland’ playing on the emotions and gullibility of the buyers:( So wonder bikes, fairer skin, wooing girls with deo- sprays rule the roost!

    • The latter most being the silliest and yet the hottest selling idea. 🙂 Thanks for reading, Rahul!

  • Shilpi Dutta

    All ads do have deception. They may be misleading too, but that does not deter them showing such things. Tall claims and guranteed benefits have always been a USP of our ad industry, mind you USP since thats what sells. Children do get carried away but I guess parents also show good responsiblity. I ignored the issue in the ad initially, since all ads, I beleive have exageration and false claims.

    • Spot on, Shilpi. USP does indeed mean Unique SELLING Point. Like I said before in my comment – as long as there are people ready to be deceived, there will always be those ready to deceive. Children are like black holes – sucking in anything and everything, sans filter mechanisms. As parents, we can only try our best! 🙂 Thanks for reading! 🙂

  • While TV ads are something that I least care to watch,this post and your points really made me think! Great post sakshi ! 🙂 Keep the good work flowing!

    • Thanks, Jaseema! You are always too kind! 🙂

  • I find most of the ads featuring kids really annoying. The kids are oversmart and a lot of garbled information passes off as wisdom. And of course, if it is height today, it will be something else tomorrow. So a better strategy at combating bullying by the parents would have helped along with the necessary boost of self confidence for the child.

  • Great perspective here Sakshi!!! It is true that television advertisements these days get carried away with the idea of selling products bundled with messages…with the messages often times being irrational, sadistic and sometimes politically incorrect.

    I recently did a small survey-based research to analyze the impact of television advertisements on consumers and have documented it in my blog. Find the report here:


    I did notice the element of unreasonableness/prejudice being sold out to consumers via such advertisements. Please look into the details and let me know if you find anything interesting or something that supports your idea mentioned here.

    I believe it is time the consumers start doing something to build their state of self-awareness and protect themselves from being brainwashed by vicious ads.


    • Thank you, Crazy Motts. I will visit the link and get back to you with my feedback. Thanks for sharing it with me! 🙂

  • Exactly my point, Rachna ma’am. Thank you for reading! 🙂

  • Sakshi,
    In other circumstances (read if I hadn’t been a mother myself), I would have laughed at the naiveté of the marketers to claim such a thing. The thoughts which came to my mind while reading your post were
    1. I feel advertisers are ganging up to create a pseudo-reality where looks and physical attributes are all that matters. I don’t watch TV any more but when I do catch a few glimpses, especially the ads, I get highly depressed.
    2. It is high time we got some strict guidelines for the ads.
    3. And yes, I have heard often how moms encourage their kids to ‘settle’ their scores themselves.
    Very pertinent post 🙂

  • And a pertinently put reply, Reema. I have been laughing off these adverts for many years now. As a mother, you start viewing everything a tad differently. I am all for getting in a censor board/whatever-it-takes for checking the credibility of these claims. About the score settling, well, to be honest, I shudder to think that in a few month’s time my boy will be going to a play school. I’m petrified! Thank you for reading! 🙂

  • What you say is very very true. I haven’t seen this ad yet. But will check it out now.

    • Thanks Sumeetha. It’s running on all channels, prime time. You won’t have to try too hard to catch it. 🙂

  • Swati Nitin Gupta

    The tall claims made by all these ads leave a permanent mark on innocent children. Thankfully my father-in-law ensures that he teaches little Prince A that whatever these admen say are not true and one should have a healthy balance diet along with enough play and sleep time if he wants to grow up. Sure milk is needed and flavoured milk is always preferable to plain one but it does not help in gaining height or helping in absorb the calcium in milk. (Horlicks ad! Really)

  • Sakshi .. here you have a strong point !! Parenting teaches so much 🙂 I could not diagnose the issue you caught .Indeed the ad promotes tit for tat rather than logical understanding and to whom ? the kids of that age ?
    Thanks for raising the flag!
    quite thoughtful but then .. who takes ads that seriously ?
    In a country where the ads of deodrants have stooped down to such level that you literally close your eyes in embarassement infront of parents, this is no fault !! 🙂

    • I agree with you, Jack. Who takes ads seriously, except children – who pick up not just brands to carry but dialogues to mouth and stunts to emulate, often with deadly consequences. I wish no one paid any attention…perhaps, then we will be able to watch out soaps without loo breaks. 🙂 Thanks for stopping by! 🙂

  • Irresponsible ads deserve crticism, and I appreciate you for doing it

    • Thanks, Jayan. Although, it will change not a thing! 🙂

  • I am afraid our ads just keep getting sillier and sillier. I mean, what’s to say that Master Pandey doesn’t drink Complan himself? Wouldn’t he keep being much taller than this wise ass kid – and hence, continue with the bullying?

    Complan is still a food category, so perhaps it is safe to say that it is a safe category to employ a kid as its spokesperson. (Unless, of course, we are advertising about Midday Meals in Bihar…but, I digress). What is one to make of little children happily selling insecticides like Good Knight? “2 machchar ho toh?” “Haathi machchar ho toh” ad boggles my mind. You have these babies with milk teeth controlling the amount of insecticide they want in their bedroom! Inke mummy-papa club gaye huey hain?

    • Oh yes +Rickie Khosla that Good Night ad … there are too many dangerously stupid adverts running on TV. I wonder who slips for these … since the mummy-papa are in the club. And yes, thanks for bringing another twist to the Master Pandey story. You’ve got a point! 

  • Hi Sakshi,

    A well written piece. No dear. You aren’t reading too much into such ads. Most of them ARE prejudiced and create wrong views and perceptions for children and parents. We need to bring about a change in our own way, at our place of work, at home….

  • I think television time has to be seriously rationed. I can just imagine parents pushing kids into drinking their milk using this ad as an incentive … and kids falling for it. Great way to sell a product but it is a lie

    • A bundle of lies, no more. Thanks for reading, @phoenixritu:disqus