J&K Govt objects to pashmina ring test ad by Idea, asks I&B Ministry to take it off air

J&K Govt objects to pashmina ring test ad by Idea, asks I&B Ministry to take it off air

JAMMU: The Jammu and Kashmir government has taken up the issue of a ‘misleading advertisement’ by Idea Cellular Company’s famous ad compaign series no Ullu Banawing, (don’t make us fool) in which it depicts of Pashmina Shawl and its passing through a finger ring with government of India and has demanded to stop telecast of the ad.

According to an official spokesperson, Financial Commissioner, Industries and Commerce Department, Khurshid Ahmed Ganai has written to Secretary, Ministry of Information and Broadcasting, GoI Monday, requesting him that the matter may be taken up with the concerned Advertisement Council and the particular Cellular Company to stop the telecast of this misleading advertisement.
In his letter, Ganai has clarified that a ring test is not at all a confirmatory test for certifying quality of a genuine Pashmina product. In fact, he said, it is learnt that shawls made out of synthetic fibre like ‘viscose’ can also easily pass through a finger ring, he wrote in the letter adding that the parameters under the GI (Geographical Indication) Act are the only testing parameters to check the genuiness of claimed pashmina.
The traditional ring test has been related to Shatoosh and not the Pashmina.
Chief Minister Omar Abdullah on Sunday accused Idea Cellular of fooling people through its ‘no fooling’ advertisement.
“Dear @ideacellular your ad is wrong & totally misleading. Pashmina shawls aren’t supposed to pass a ring test, that’s a shatoosh shawl,” Omar tweeted. He has also hit out at Idea for projecting Kashmiri salesmen as ‘crooks’. “It’s also insulting to the hundreds of honest Kashmiri handicraft salesmen when the image projected is that of crooks @ideacellular,” he tweeted.
Ganai in the letter has underlined the specifications for Kashmir Pashmina as regulated under GI which include, undergrowth of fleece from the mountain goat “Capra Hiracus” having a fineness of 12-16 Microns, made of delicate, fine woollen yarn that is spun out of this fleece by the hand spinning process, is hand woven using warp & weft yarns, is woven in 3 weaves, the twil weave, the Diamond weave and the Herringbone weave, have dyed/undyed yarn for weaving and is rendered/unrendered with fine hand embroidery in different proportions.
Ganai has stressed in the letter that no other method can prove the quality of pure Pashmina, be that even passing a shawl through a finger ring. He said all other forms, which do not confirm to the quality manual under GI can be termed as spurious and, therefore, an infringement of the GI rights of the community registered as the proprietor in the GI Registry.