Surprisingly the AXE deo ad “as irresistible as chocolate” where in spraying the deodorant turns the man into a chocolate with women flocking to get a bite, have been on screen and print media for the past few weeks. It is now that the ministry wants the ads to go off air, while the ad has already been flashed a number of times. It seems the ministry took too long to term the axe ad as vulgar and indecent.
 

Advertising standard council of India (ASCI) have been asked by the ministry in writing to pull off the offending ad and also directed them to conduct an enquiry and take necessary action.
 

There have been instances of advertisements in the past that the ministry termed offensive and were banned. Amul Macho undergarments, Gen-X, Lux Cozy etc, to name a few ads that felt the wrath of the broadcasting ministry.
 

The Advertising Standards Council of India had received some complain reported in the past few days. The ads will not be aired until decision is taken by the Consumer Complaints Council to be held in September.