The Advertising Standards Council of India (ASCI) has rapped the fast moving consumer goods majors Hindustan Unilever and Paras Pharma for their objectionable deodorant commercials, and asked them to pull them off air.

The consumer complaints council of ASCI, which met recently, has upheld complaints against three advertisements which overtly display 'sexual desire and are also demeaning to women', a statement issued by the ASCI said.

"Keeping in view the generally prevailing standards of decency and propriety, these ads are likely to cause grave and widespread offence (to the common public)," it said in its ruling.

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When contacted, ASCI secretary general, Alan Collaco told PTI that once a complaint is upheld, the advertiser has to pull off the commercial within 48 hrs and then he/she has the option of either modifying it or completely withdrawing it.

The commercials found objectionable included HUL's The Axe Effect ad, and Paras Pharma's two commercials -- the Zatak Axe Deodorant and Set Wet Deodorant.

The council said Paras has assured that the Zatak Axe ad would be appropriately modified.

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Certain groups had protested against these ads, alleging that they had sexual innuendos and the ASCI, a self-regulatory voluntary body of the industry, had received seven complaints.

Complaints which were not upheld include those against McNroe Consumers Products' Wild Stone Deodorant, Mankind Pharma's Addiction Deo, HUL's New Axe Googly and Vanesa Inc's Denver Deodorant, the statement said.