Good Chaos Lifestyle Private Limited - Ludic Life

Recommendation: Not Upheld | Medium: Industry Member

The ASCI had approached the advertiser for its response in addressing the grievances of the complainant and forwarded the details of the complaint, verbatim, to the advertiser with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the advertisement. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and submitted their response. The advertiser in their response stated that, “The advertisement merely showcases a fictionalized consumer journey of product selection, showcased in a lighthearted manner with nostalgic effect. At no point in the advertisement does Ludic claim its Sliders to be better than VKC Pride’s products or the others showcased in the commercial”. The Consumer Complaints Council (CCC) viewed the Instagram advertisement (https://www.instagram.com/reel/DFHeblmIXIS/?igsh=MWE0ZWF4azRpdGlncQ%3D%3D) considered the complaint, and the advertiser’s response. The CCC discussed that choosing between products is a natural part of the consumer decision-making process and should not be perceived negatively. A customer’s decision to reject an alternative footwear product does not imply an attack or an attempt to discredit it. The advertisement makes no direct or indirect reference to the complainant's products, nor does it disparage or degrade any other brand. Based on these observations, the CCC concluded that the advertisement is not in contravention of Chapter IV of the ASCI Code. This complaint was NOT UPHELD