India's leading mobile service operator Reliance Communication and Idea Cellular has been pulled up by the Advertising Standards Council of India (ACSI) for running misleading ad campaigns “fastest mobile Broadband Service in India” and “Walk When you Talk” respectively during July to October 2009.
According to ACSI Reliance Mobile failed to substantiate its claim of television commercial (TVC) that it is the 'fastest mobile broadband service in India as it ' with comparative data of other mobile services.
Another telecom major and 3rd largest GSM mobile service operator Idea Cellular upheld for its campaign of “WALK WHEN YOU TALK”. According to ACSI, The Walk When You Talk ad campaign of Idea Cellular encouraged Unsafe Act of Walking while Talking on the mobile phone.In this campaign Some action sequences as depicted in the TVC, shows dangerous practices and manifest a disregard for safety without justifiable reason. However both telcos assured ACSI for appropriate modification in the ad campaign and TVC.