The advertisements we buy

Global advertising standards discourage, even ban, the use of misleading information or endorsements in commercials by white coats

Are you more likely to buy a product if you see a person who is quite obviously a model wearing the white coat of authority that identifies him or her as a doctor than you would be if it were sold by a model in ordinary clothes 8212; or Hema Malini? Do you believe in that white coat8217;s symbolic meaning? If you do, do you also believe that it has an inviolate sanctity that should not be sullied by toothpaste?

Time was when TV commercials for most cosmetic products and over the counter drugs were endorsed by men and women in the doctor8217;s white coat, no doubt to lend them an authenticity we might not otherwise believe they possess. However, since this was a patently dishonest practice with no medical basis 8212; for example that X toothpaste has a magical fluoride that would rid your teeth of chocolate8217;s gaping holes 8212; it was discontinued as misleading.

Global advertising standards discourage, even ban, the use of misleading information or endorsements in commercials by white coats, and India is no exception. However, unmindful companies continue to field the men and women in white as their sales executives.

A recent Colgate TV commercial has 8216;doctor-sahib8217; to recommend the toothpaste. There8217;s a fake medicine woman in the Pampers disposable diaper commercial. She is the neighbour of a woman with a cry baby 8212; literally 8212; and diagnoses the problem as a damp nappy syndrome. She helpfully recommends Pampers because it has an extraordinary lining that absorbs the baby8217;s urine and remains dry as the Thar desert and soft as a snowflake 8212; well, that8217;s the general drift. One commercial was a bit more sly 8212; it featured a GP who extolled the virtues of mustard oil without presenting a certificate of approval to the particular brand of sarson ka tel that was advertised.

In each case, the 8216;doctor8217; was selling a product that had no medical properties is that better or worse?. Nor did their endorsement of the product enhance the toothpaste, nappy or oil8217;s charms besides being wrong and completely unethical.

Why doesn8217;t the minister of information and broadcasting, who seems to have developed a taste for banning distasteful TV content, strike these off our screens? And perhaps the Advertising Standards Council of India ASCI may like to show its displeasure at this abuse and misuse, never mind misrepresentation of the medical profession?

While we are in the mood for ads, let8217;s hear it for Scooty, which is doing more for female empowerment than Shilpa Shetty. A young woman drives a two-wheeler with expert ease; not only that, she drives it to work. Cheers to professional women, yippee for women who can drive and not just vehicles!

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On the bizarre side is the 8220;khushboo wallah Dollar8221; where people scent out a man8217;s underwear by its aroma 8212; due to a free Cinthol soap with the purchase of each Dollar. And what of Cozi Red Hot? Here, a woman boggles and goggles at a man where he wears a crimson underpant.

Thank God for sobersides. In Karamchand Sony Pankaj Kapur reprises his memorable portrayal of an eccentric private detective who swears by the carrot and stick treatment 8212; carrots for him and sticks for criminals. He8217;s charming, if ever so old fashioned and something of a relief from the weeping willows who precede and follow him onto the screen. The new Kitty scores A for attempting to be like the old Kitty Sushmita Mukherjee and an A-minus for falling short. Antakshari Challenge Star One has made a reappearance, too, but with all due respect to Annu Kapoor, it8217;s time he made room for someone else 8212; someone who doesn8217;t have to do what he did to his hair. And can Juhi Parmar, his new co-host, sing or is she there for her clothes?