With rival Reliance Jio continuing its complaints against Airtel ads claiming it has the fastest network in the country, the country's biggest telecom operator has modified its advertising campaign by removing the word "officially." This move is in line with the Advertising Standards Council of India (ASCI) order to Airtel asking it to modify or withdraw the commercials by April 11.
Reliance Jio had complained against the Airtel advertisements, complaining that the study they were based on was "flawed" and the ads themselves were "false, misleading, and incorrect." ASCI had sided with Jio on the matter and asked for the commercials to either be altered or pulled entirely.
In the new advertisements, Airtel still claims to be the fastest network in India. Reliance Jio has not yet responded to the new ads.
Earlier, Airtel had come out with advertisement campaign claiming it to be officially the fastest network in India on Ookla's finding. Rival Reliance Jio contested the claim and moved the ASCI against the commercial.
Reliance Jio alleged that Airtel deliberately used word "Officially" in its advertisement to "deceive" Indian mobile consumers as Ookla is a commercial enterprise who give awards for money and do not have any accreditation from the Indian government.
The ASCI found the ad claiming Airtel to be "officially" fastest network as misleading and asked the company to modify or withdraw the commercial by April 11.
Upholding the complaint filed by Reliance Jio, the ASCI said the Airtel TV commercial (TVC) was "misleading" and "contravened Chapters" of its Code as well as guidelines on disclaimers clauses.
Bharti Airtel did not reply to an email query sent to it.
However, a company source said that "Airtel has filed review petition with ASCI and advertisement continues to be on air as per norms."
One of the condition for seeking review of ASCI decision is that the advertiser should confirm suspension of the offending advertisement, pending review.