An advertisement for a toothpaste made by Patanjali Ayurved asks customers to “use our products like crores of deshbhakt Indians and contribute in the service and prosperity of the country.” An advocate has lodged a complaint with ASCI against the advertisement, citing violation of rules.

BAREILLY: An advertisement for a toothpaste made by yoga guru Ramdev’s Patanjali Ayurved asks customers and shopkeepers to “use our products like crores of deshbhakt Indians and contribute in the service and prosperity of the country.” A Bareilly-based advocate has lodged a complaint with the Advertising Standards Council of India (ASCI) against the advertisement, citing violation of rules.

The advertisement for Patanjali Dant Kanti toothpaste was published by newspapers and says, “Just like crores of deshbhakt Indians, shopkeepers and customers in the country who are aware should give priority to Patanjali’s products in their shops and hearts and contribute in the service and prosperity of the country. Using our products will help in fulfilling the dreams of great personalities like Mahatma Gandhi, Bhagat Singh and Ram Prasad Bismil who wanted citizens to use swadeshi (indigenous) products.”

However, consumer affairs advocate Mohammed Khalid Jilani has registered a complaint against the advertisement with ASCI. Jilani told TOI, “As the advertisements states that people should use Patanjali products “like other deshbhakts”, it raises a question mark on the patriotism of citizens who do not use their products. The advertisement means to say that it is necessary to use Patanjali products to prove someone’s patriotism. Besides, the advertisers have misused the names of freedom fighters to sell their products, which is unethical.”

ASCI has replied to Jilani, informing him they have registered a complaint in this connection. An email from L D’souza, executive (complaints handling) at ASCI to the advocate on Monday said that a copy of the complaint had been sent to the advertisers for their response.

“We have called for comments from the advertisers. After we receive a response from them, the Consumer Complaints Council (CCC) will consider your complaint. We will keep you informed about the outcome,” ASCI wrote to Jilani.

TOI tried to contact Patanjali officials for their response to the complaint, but they were not available for comments till the time of filing of this report.

