Actor Radhika Apte, who recently touched skies of popularity with her roaring hits Andhadhun, Lust Stories and Netflix originals Sacred Games and Ghoul, landed in troubled waters for violating the celebrities guidelines laid down by ASCI. Radhika starred in Marico’s True Roots Botanical Hair Tonic commercial, which was found misleading. ASCI found some claims to be untrue and the graphics too were considered as a misrepresentation of actual product action. Pay Parity: “I Have an Issue With Actors Who Don’t Contribute to Ticket Sales”, Says Radhika Apte.
In the commercial, Radhika was featured endorsing the product. The ad highlighted claims such as “Stop new grey hai”, “Jo naye safed balon ka aana roke, jad se”, “True roots ke 100 % natural extracts balonke jadonme jakar melanin bhadaye. 90 days tak regularly lagayen taki safed balon ka aana band ho jaye”, “Safed baalon ka jaldi aana jad se rokiye, with TRUEROOTS.”, “No New Greys in 90 days, get rid of premature grey hairs from the root.”
According to the ASCI standards, these claims were found to be false and misleading.
According to ASCI, while the product may cause darkening of grey hair by virtue of Kesh Ranjak ingredients, the claims were found to be misleading by ambiguity and implication. The graphic in the advertisement and on the pack depicting grey hair turning black was considered to be a misrepresentation of actual product action.