ASCI Directs Britannia To Take Down Milk Bikis Ad

The FMCG company Britannia Industries has been ordered by the Advertising Standard Council of India (ASCI) to halt its Milk Bikis campaign, which stars Amitabh Bachchan.

The advertising campaign was featured in the Junior KBC program's promo, which the company is ostensibly the primary sponsor of.

In the advertisement, Big B is seen praising Milk Bikis and urging moms to feed their children the biscuits because they include both milk and wheat flour, which are both nutritious.

Many consumers viewed the advertisement's claim that the Milk Bikis biscuits contain the benefits of milk and wheat flour to be deceptive.

The advertisement was spread over a variety of media, including social media, YouTube, and television.

As previously stated, ASCI received numerous complaints against the campaign, which prompted an investigation into the advertisement. The council investigated and discovered that the campaign had violated its rules.

In the past, Britannia has also faced concerns over its ads.

In 2021, ASCI upheld charges that the FMCG company had broken rules when it advertised Milk Bikis as having the same amount of energy as a glass of milk. In reaction to ASCI, the brand then changed the advertisement. 

A new complaint was filed against the company in July 2021 over a marketing campaign that promised "100 per cent Atta, Doodh Roti ki Shakti." The ad was taken down.