Advertising industry watchdog ASCI today said it will take up the issue of 'obscene' and 'indecent' ads by deodorant companies at its meeting to be held next week following directives from Information and Broadcasting Ministry to take action.
The Advertising Standards Council of India (ASCI) has been receiving complaints against ads by deodorant companies and the ministry had last month asked the body to take immediate action."We had received a letter from the (I&B) Ministry to look into the matter and take suitable actions. The ASCI had already written letters to the companies, which are airing such indecent and obscene ads," ASCI General Secretary Allan Collaco told PTI.He said the issue will be taken up at a meeting of ASCI's Consumer Complaints Council (CCC) to be held on June 28. Already, a few companies have even replied to ASCI's notices, Collaco added.The Ministry has raised concern over advertisements which continue to depict women as 'objects of desire' and in a very poor light.Advertisements of brands such as Wild Stone, Addiction Deo, Set Wet Zatak, Denver Deo and Axe are the ones being questioned the most. 
