Tata Sky complains against Airtel Digital's 'misleading' advertisement featuring the actors
Tata Sky complains against Airtel Digital's 'misleading' advertisement featuring the actors
It seems the advertisement campaign being run by the Advertising Standard Council of India (ASCI) against misleading propaganda has started showing its impact but more as a tool to settle business rivalry scores.
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We didn't say anything: Saif Ali Khan and Kareena Kapoor feature in the television commercial 'Dil Titli' |
Direct-to-Home (DTH) service provider Tata Sky has moved the ASCI against Airtel Digital Television, protesting the rival company's claims of providing superior picture quality in its television commercial 'Dil Titli,' featuring Saif Ali Khan and Kareena Kapoor. The ASCI has upheld the complaint. This means ASCI may soon ask Airtel to either modify or withdraw the campaign.
In its complaint to ASCI, Tata Sky has pointed to two technological specifications being promoted by Airtel.
Tata Sky said that while MPEG4 was a video compression standard and DVB-S2 was a satellite transmission standard, both these specifications had no relationship with video quality. "MPEG4 is a video compression technology that helps in packing more channels within a given bandwidth. This has no relation with the picture quality, and this has been scientifically proven. This is what we have told ASCI. We are not here to stop anyone from advertising, we just want the right message to go to the consumers," said Vikram Mehra, CMO, Tata Sky.
According to Tata Sky, ASCI has agreed to review the advertisement, which "seeks to disparage other digital platforms".
However, Airtel Digital Television spokesperson said, "We have sent our reply to ASCI. Our claim is that our technology is superior to ordinary methods, which includes analogue cable." The campaign claims there are several features that together make the experience of Airtel Digital Television subscribers better than others, he added.
