After Jio sees red, Airtel drops 'official' tag from fastest network ad

Rival Reliance Jio had moved the advertisement regulator over the Airtel ad

Telecom major Bharti Airtel has modified its 'fastest network' commercial campaign by dropping the word "officially" — a move that follows rival Reliance Jio contesting the claim.

The advertisement regulator, the Advertising Standards Council of India (ASCI), had asked the company to modify or withdraw the commercial that claimed Airtel to be "officially the fastest network" in India by April 11.

The modified advertisement is pitching Airtel as "India's fastest network" without the word "officially" as was seen in the earlier advertisement.

Bharti Airtel had come out with the advertisement campaign claiming it to be officially the fastest network in India on Ookla's finding.

Rival Reliance Jio contested the claim and moved the ASCI against the commercial.

Reliance Jio alleged that Airtel deliberately used the word "officially" in its advertisement to "deceive" Indian mobile consumers as Ookla, LLC is a commercial enterprise which gives awards for money and does not have any accreditation from the Indian government.

The ASCI found the ad to be misleading and asked the company to modify or withdraw the commercial by April 11.

Upholding the complaint filed by Reliance Jio, the ASCI said that the Airtel TV commercial (TVC) was "misleading" and "contravened Chapters" of its Code as well as guidelines on disclaimers clauses.

Bharti Airtel did not reply to an email query sent to it. However, a company source said that "Airtel has filed review petition with ASCI and advertisement continues to be on air as per norms."

One of the conditions for seeking a review of an ASCI decision is that the advertiser should confirm suspension of the offending advertisement, pending review.