The Axe Effect - Axed

The Axe effect adverts created a new revolution in the small screen media. It brought home notoriously raunchy adverts and gave a makeover to the sorry state of male deodorants. And thus came in 'The Axe Effect' with their explicit message of a promise to 'get laid'.They were too hard to ignore.

The advertisement campaign by axe has never been shy in their insinuations of sex in it, in fact it boasts of the male species sexual instincts quiet blatantly. And it worked ! For so long it upheld the anthem that sex sells anything. It was too hard to ignore, so everyone wanted to duplicate their success.This brought about an avalanche of sexual based adverts for everything. Drinking your juices, chewing gum even 'paan parag' had to be sexy! But with the coming of more 'desi' and raunchy adverts by wild stone etc, it became too obscene and much too much. The ASCI (Advertising Council of India) decided to step in and regulate these ads, and we now have a ban on all racy deodorant ads. The companies affected are Wildstone, Denver Ads, Set Wet Zatak, Axe.

So what went wrong ? 

                                    Mild slapstick humor VERSUS 

Outright Sexual Innuendos 

These companies decided to copy the format of Axe but felt the need to Indianize it more, so that the masses would be able to relate to it better. In a country where culture and modesty is so valued, these companies began flooding the cable with adverts depicting an elder sister in law removing her 'mangalsutra' (which depicts matrimony) and lusting after her younger brother in law or of a female aroused during "Durga Pooja" ! 

Take a look

I cant help but think if these companies ever did any market study or culture analysis? 

There was a considerable public outrage for the above advert especially because it mingled religion and sex together. It defiantly asked for a lit cannon ball.

I always found these adverts tasteless, but it has been my personal opinion. I am open to the media using something as  natural as sex to promote their product but it should be done in an aesthetic manner and not in the misleading and often demeaning manner. Sexualising a condom advert seem fine to me, but a deo or inner wear seems funny almost and not necessary. 

So do I support the ban, No ! 

I think banning these adverts is a step back. Lets not kid ourselves, our public is not naive or new to sex and related issues. Banning just one random advert does nothing. We cant be Nazis to the media. I understand a balance needs to be maintained, but the youth of today understand sex and its appeal way before you wish they did ! Stuffing it under a blanket never helps, its better to let the market decide. If it really is very offensive to the public surveys etc will show it and no company in their right sense would want to advertise badly. 

What upsets me more is the Information Ministry quote " The Ads brim with messages aimed at tickling libidinous males instinct" and " showing women hankering huskily under the influence of these deodorants".

Again, we are portraying the age old message of decency,chastity and modesty. The definition of modesty by the supreme court is defined by what is perceived by a  "reasonable man" or ""Womanly propriety of behavior; scrupulous chastity of thought, speech and conduct" and "decorous in manner and conduct; not forward or lewd".

Quiet Outrageous, What we need more than randomly banning the media is a more comprehensive understanding of "modesty" and male libidinous instincts" (the latter being very excusable!)