MxMIndia

Author: mxmadmin

  • Updates code to include issues of gender identity, sexual orientation

    ASCI bats for greater inclusion in advertising

    By Our Staff

     

    The Advertising Standards Council of India (ASCI) has updated its code to add greater inclusivity in advertising depictions. Notes a communique: “The ASCI code already required ads to not deride anyone on the basis of race, caste, creed, gender or nationality. However, new areas of possible discrimination or derision have now been included such as gender identity and sexual orientation, body shape, age, and physical and mental conditions. Advertisements that mock or deride anyone on these bases will now be considered in violation of the ASCI Code.”

     

    Adds the communique: “This clause is now updated as part of Chapter 3 pertaining to advertisements that cause harm, which reads as follows:

    3.1. No advertisement shall be permitted which:

    (b) Derides any individual or groups on the basis of race, caste, color, religion, gender, body shape, age, sexual orientation, gender identity, physical or mental conditions or nationality.”

     

    Speaking about the changes, Manisha Kapoor, CEO & Secretary General, ASCI, said: “We have seen consumers call out ads that mock or deride people, or portray them in unfavourable ways. And it is only right that advertising becomes more inclusive and sensitive to this.  It is not acceptable for example, to associate characteristics such as sluggishness with a certain body shape. Similarly, to deride someone with a physical or mental ailment, or their gender identity would now violate the ASCI code. With this change, ASCI hopes to ensure that advertising becomes more inclusive and sensitised to all sections of our country, and does not perpetuate certain portrayals that have no place in a progressive society.”

     

  • To observe World No Tobacco Day on May 31

    American Oncology Institute spreads awareness on Oral & Mouth Cancer

    By Our Staff

     

    The American Oncology Institute (AOI) has launched an awareness campaign on oral and mouth cancer to observe World No Tobacco Day on May 31. As part of this campaign, AOI has conceptualised and released a short film on public health interest called Kal Ki Soch. The digital campaign is live across AOI’s social media channels and further released in 10+ states in the form of outdoor and other in-house advertising.

     

    Talking about the campaign, Tina Choudhury, Campaign Brand Lead, CTSI South Asia, said: “Working on a campaign relating to healthcare comes with its unique set of challenges that are unlike any other industry. We must choose the right message and medium keeping the creativity intact yet very simple. Our latest campaign on Oral Cancer awareness is specially curated to close the gap between communication and relevant messaging. Tapping into the power of social media, with a right media mix, we aim to create awareness that smokeless tobacco products are not an alternative and can cause cancer. As a part of this campaign a short film ‘Kal Ki Soch’ is issued in public health interest. We are already seeing a traction in the campaign, and I hope to reach to a larger set of audience to spread awareness on Oral & Mouth Cancer.”

     

  • Conceptualised by What’s Your Problem digital agency

    Rebel Foods unveils campaign for flagship brand Oven Story Pizza

    By Our Staff

     

    Rebel Foods, the online restaurant company, has unveiled a new campaign for its half-n-half pizza offering by its flagship brand Oven Story Pizza. Conceptualised by Amit Akali’s What’s Your Problem, now a Wondrlab company, the new campaign addresses “common pizza problems”.

     

    Said Akali, Co-founder and Chief Creative Officer, Wondrlab: “There is a dictatorship in the pizza category with every big player giving out the same offerings. For an ardent foodie like myself, it was high time that someone came along and put an end to this dictatorship. Oven Story does just that with its unique half and half pizzas. The film is fun, quirky and drives home the message well. More importantly, they are unexpected. And today, if you catch attention, that’s half the battle won for a brand. You can look forward to a few more episodes with our dictator.”

     

    Added Pragati Dalal, VP, Brands at Rebel Foods: “Oven Story truly believes in exciting innovations with stand out offerings while making every pizza different. This unique identity goes beyond the product and also gets captured in the way we market the brand. Customers usually end up compromising while ordering their pizza when ordering in a group. Through this new campaign, we have addressed these customer problems with Oven Story’s half-n-half pizza where customers can order their choice of pizza/toppings individually. Being a disruptor in the pizza category, we don’t want our customers to compromise which makes us stand out against our competition.”

     

  • Launched a 3-part video series

    Nescafé RTD celebrates Gen Z heroes in new campaign

    By Our Staff

     

    Nescafé Ready-To-Drink (RTD) cold coffee has launched a new campaign “Thoda Aur Machaa”. Through a three-part video series the campaign brings forth stories of real Gen Z heroes who believe that their actions and attitude can make a meaningful impact.

     

    On being part of the campaign with Nescafé RTD cold-coffee, Malhar Kalambe, the 23-year-old founder of NGO ‘Beach Please’ said: “The most prominent type of waste we come across during our clean-up drives is plastic packaging. I’m glad that brands like Nescafé RTD are plastic neutral and are taking greater strides towards sustainability.”

    https://www.youtube.com/watch?v=RNOxag5KHTk

  • Given that screen fatigue is setting in with the young, the post-1995 born seeks new experiences and likes experimenting with new identities, writes Ashoke Agarrwal

    Will Audio become the New Video?

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalTime was when radio was the go-to mass media for entertainment and news.

     

    And then video sank the audio ship.

     

    Broadcast TV ruled the roost for close to five decades. But, over the past couple of decades, the internet, social media and streaming have begun to eat broadcast TVs’ lunch.

     

    However, though the delivery platforms might be changing, the content format remains the same – video and more video. From short-form videos to Netflix binge sessions, video probably accounts for more than 80% of media consumption among today’s young. So much so, that it is becoming a thumb rule in advertising that if you don’t say it in video, you have lost your young audience.

     

    But then, every coin has its other side.

     

    Screen fatigue is setting in with the young. Studies by The Mckinsey Global Institute and media research by IPA Touchpoints discern a significant shift in Gen Z, the generation born after 1995.

     

    Gen Z seeks new experiences and likes to experiment with new identities.

     

    In other words, they seek a greater agency for themselves – to be more in control of every experienced moment.

     

    The passivity involved in watching a video lessens the agency of the individual. To watch a video is to surrender your senses to the video.

     

    The consequence is that there are incipient signs of the young moving away from passive video watching.

     

    Some media mavens believe that the maturing of VR leading to more immersive gaming and the metaverse will solve the passivity problem.

     

    Perhaps so, but to my mind, the jury is still out on that assertion. Gen Z is also much more tech and marketing savvy than previous generations. As a result, they may see VR and the metaverse as marketing machinations that further reduce and not enhance their agency.

     

    While the genuinely immersive and convenient VR and the metaverse are still years away, there is a medium that may replace video as the principal media consumption format among Gen Z.

     

    There are already signs that streaming audio – music, podcasts and – audiobooks – are increasing their share of Gen Z’s media consumption. The IPA Touchpoints study offers an insight into why this is so. Many in Gen Z see streaming audio listened to on headrests as a pleasing, relaxing soundtrack to their lives. They dip in and dip out of it as they go about their lives – walking, trekking, shopping etc… An essential aspect of headset streamed audio is that it is intensely private, allowing one the choice to be secretly elsewhere when stuck in an unpleasant social situation. A recent ad campaign for Spotify India powerfully illustrated this. They depict teenagers’ content with their Spotify stream as they sit through otherwise awkward situations. Say, uncle types heatedly arguing about the obnoxious anchor as the TV news played in the background or auntie types harassing a talkative saree salesperson in a stuffy showroom.

     

    A friend in the publishing world tells me that literature is making a comeback with the young with the emergence of richly-produced audiobooks.

     

    The IPA Touchpoint study also reveals that Gen Z trusts information that they receive through podcasts more than through other media. This increased trust could be because they see podcasts as individuals’ products rather than faceless organisations. They also take them more seriously than social media posts as they recognise social media posts governed by a mad scramble for likes and followers.

     

    Audio could take over Augmented Reality (AR) as AR becomes a part of day-to-day life. Instead of outputting visually-distracting text or video on your AR glasses, users might prefer audio outputs streamed through smart earpods.

     

    Every science fiction film worth the label shows futuristic computers responding mainly to audio inputs. Siri and Alexa are leading the way. I believe that in the near term, an increasing number of smartphone functions will shift to intelligent earpods while the smartphone shrinks to become a wristphone a la Dick Tracy. Très chic!

     

  • New campaign conceptualised by Contract Advertising

    Disha Patani is brand ambassador for Bata shoes

    By Our Staff

     

    Footwear major Bata India has announced the launch of a 360-degree campaign titled ‘It’s Got To Be Bata’, starring new brand ambassador Disha Patani. It is conceptualised by Contract Advertising.

     

    Commenting on the new TVC, Gunjan Shah, M.D. and CEO, Bata India Limited said: “Casualisation has become a big trend over the last couple of years. Consumers now seek styles that are versatile enough to take them through multiple occasions in a day. Multifunctional footwear, therefore, has become more relevant for women today and Bata is introducing footwear that merges active and leisurewear attributes. The 24×7 Casual Collection is curated keeping in mind the various roles that women play throughout the day for which they need versatile casual shoes to effortlessly move from one occasion to another. It features Bata, Bata Red Label, Bata Comfit and Naturalizer brands, with artisanal styled heels, wedges & trendy sneakers with hues of colors that can be matched with any occasion, anytime, anywhere. The new campaign features our new brand ambassador Disha Patani, and we hope to attract younger audiences who seek outdoors-inspired benefits, while still wanting a fashion-driven aesthetic that works well for the city life”

     

    Added Sagar Mahabaleshwarkar, Chief Creative Officer – Contract India: “Over the last few years, we have seen Bata transition to a fashion-forward brand with product lines that are in sync with the latest of trends – be it casuals or sneakers or formals. With this campaign, we had an interesting opportunity of taking the brand journey forward. From the journey that started with Surprisingly Bata campaign in 2018, it was time to take a more confident and bolder stance. Association with Disha has helped bringing about this transition, she personifies the attributes that we want Bata to represent today –  stylish, glam, young, more confident and bold. The campaign is beautifully supported by lyrics crafted by Amitabh Bhattacharya, one of India’s ace lyricist.”

     

  • Creates product videos, animations, Virtual Launch Presentations, AR/VR filters

    Trip Creative designs campaigns for new launches of Škoda Auto

    By Our Staff

     

    Trip Creative, visual communication design company, has been mandated to design campaigns for Škoda Auto India’s new car launches, the Škoda Kushaq and the Škoda Slavia with event partners 70 EMG.

     

    Said Saurabh Dedhia, Digital PR and Communications, Škoda Auto India: “Skoda India is experiencing an optimistic growth with numerous products launching and hitting the market. With such an incredible pace, partnering with 70EMG for the launches and Trip Creative for the design creatives helped us to make our brand mission and vision stronger with their creative graphical and virtual representation. We are glad to have them on board and aim for more successful collaborations for our launches.”

     

    Added Prateek Sethi, Founder of Trip Creative Services: “We have already established a benchmark in the animation industry working with 70EMG for the launch events is fantastic! Škoda PR and Comms team are great clients. Our motive now is to expand our footprint. It has been a pleasure to be a part of the creative team of ŠKODA Auto India PR & Brand Comms for almost 4 years now and going strong. We are always trying to push the envelope across creatives and technologies for them.”

     

  • Highlights the importance of strength in daily life

    Protinex launches new TVC

    By Our Staff

     

    Protinex, the flagship brand of Danone India, has launched a new commercial on television and digital platforms. The TVC is conceptualised by DDB Mudra.

     

    Said Sriram Padmanabhan, Marketing Director, Danone India: “Protinex is committed to create awareness about Protein. Indians often neglect Protein in their diets and the core reason behind this is lack of understanding around adequate protein intake and the pivotal role it plays in helping one lead an active and healthy life. Through this TVC, our intent is to build awareness around the fact that muscle loss can lead to lack of strength, if not addressed appropriately with adequate protein intake and physical activity.

     

    Added Pallavi Chakravarti, Creative Head-West, DDB Mudra: “As someone who was 30 a long time ago, it really shook me up to know about the muscle loss and weakness that starts to creep up on us post thirty years of age. Because it is not outwardly visible, we end up telling ourselves that we don’t feel the tiredness either. Time to acknowledge the need for protein and therefore, for Protinex in our daily lives. Through this TVC we want to bring alive the dilemma grappling Indian adults as they deal with decline in health of their muscles.”

     

  • The agency will be responsible for traditional media and digital media mandate for the client including TV, Print, and Digital.

    Madison Media Ultra bags Jyothy Labs mandate

    By Our Staff

     

    Madison Media Ultra, a unit of Madison World, has just won the Media AOR for Jyothy Labs. The agency will be responsible for traditional media and digital media mandate for the client including TV, Print, and Digital.

     

    Said Jyothy MR, Managing Director, Jyothy Labs: “Madison is a respected name in the industry with its proven expertise in traditional and contemporary media platforms. We believe our brands will be ably assisted with Madison’s well rounded integrated media solutions in meeting our marketing objectives.”

     

    Added Jolene Fernandes Solanki, COO, Madison Media Ultra: “Extremely delighted to partner with one of the pioneering brands in our country. We are pleased to have Jyothy Labs on board and partner with them in their growth journey. We believe that our framework at Madison – ‘keeping consumers and technology at the center’ – will complement Jyothy Labs’ growth journey.”

     

  • If our question makes you smile and think we are asking this in reference to an A&M rankings development, perish the thought. Since it's school results time, we thought it would be good to get some wisdom from our Wizard with Words. Here's Dr Bhaskar Das's response to the question in the May 27 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | If a top ranker in class suddenly slips to #3 or 4 or 5, what’s the advice you would offer him or her?

    Bhaskar DasIf our question makes you smile and think we are asking this in reference to an A&M rankings development, perish the thought. Since it’s school results time, we thought it would be good to get some wisdom from our Wizard with Words. Here’s Dr Bhaskar Das’s response to the question in the May 27 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Not an A&M question, but just wanted to get your perspective: If a top ranker in class suddenly slips to #3 or 4 or 5, what’s the advice you would offer him or her?

     

    A. Isn’t the question too elementary. The model of studying and learning are not working. So, one needs to study smart and not mindlessly hard as it worked in previous classes. I recall a story (can’t confirm the veracity): I understand Einstein was absentminded. So when he prepared a question paper for the exam, students were amused to find that the question paper was the same as last year. When students enquired about the perceived mistake in the paper, Einstein admitted that while the questions were same, the answers would be different that year. The moral of the story is: the past has no future. So, study/ preparation process has to be recalibrated every time as per pedagogical requirements to ensure sustained success.

     

  • Those who write the first draft of history are being killed while no one cares, writes Ranjona Banerji

    India is one of world’s most dangerous places for journalists, says RSF

     

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiWe are obviously shocked by the latest school shooting in the USA. We cannot believe that the world’s most advanced country is so lax and backward when it comes to gun laws. We are outraged at a culture where school children can buy assault rifles and then shoot each other.

    It barely registers when Shubhash Kumar Mahto is shot at close range when he was coming home after a wedding party.

    Mahto was a journalist who lived and worked in Bihar.

    He investigated the liquor and sand mafias.

    He had received death threats.

    His death is an execution.

    In fact, I would not have known about it if I did not subscribe to Reporters Without Borders.

    The death of one more journalist barely makes the news in India.

    Mahto was not a fancy TV anchor.

    He was a stringer for Hindi newspapers and posted his work on a digital news-sharing platform.

    According to RSF, India is one of the world’s most dangerous places for journalists. Earlier this year, Rohit Kumar Biswal, a photojournalist was killed by an explosive in Odisha.

    https://rsf.org/en/india-journalist-reporting-mafias-shot-dead

    The sad truth is that the divisions within the journalistic community are stronger than anything that binds us. The way we practise journalism, what we think journalism means and is and what we think we must achieve are all at odds with each other.

    This is different from rival media houses competing with each other. The same journalists after all can work for any or all of them. The issue has become starker for us: what does being a journalist mean?

    The murder of journalist Gauri Lankesh, by Hindutva rightwing assassins at her doorstep in 2017, is often discussed. But it is journalists who let her death pass them by. As they will of Biswal and Mahto. The claims of the murderers get precedence over that of their victims. It is perhaps politically inconvenient to take on Hindutva forces. Or financially inconvenient to take on local business interests. All this will take precedence over the deaths.

    I will undoubtedly be schooled now by some all-knowing usually male person, because how can I possibly know something so obvious, how small town and language newspaper owners often use blackmail tactics to make money. And how their reporters are used to do this blackmail. In this copout explanation we see several of our prejudices. That journalists only exist in big cities. That small, local media owners are crooks. That only urban, English-speaking journalists do any actual work.

    I put this to you: anyone who makes money doing business in India has to resort to some crookery. The bigger the business, the more the crookery. Check the biggest loan defaulters. And the owners of India’s largest media houses. Speaking in English and living in a big city does not make you more competent. You only have to watch 30 minutes of primetime English language “debate” television to know that.

    India is falling apart.

    And those who write the first draft of history are being killed while no one cares.

    Or celebrating the collapse.

    On live television.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia every Tuesday and Friday. Her views here are personal

     

  • Over 500+ hoardings put in key locations in Gujarat, Rajasthan, UP and MP

    Zero Gravity Comms crafts campaign for Vadilal

    By Our Staff

     

    Zero Gravity Communications has come up with an exclusive OOH campaign for the new and existing range of Vadilal ice creams. As part of this campaign, 500+ hoardings were put in key locations attracting maximum footfall in Gujarat, Rajasthan, Uttar Pradesh and Madhya Pradesh, which are the major markets for the brand.

     

    Describing the thought behind the campaign, Khushboo Solanki Sharma, Co-Founder, Zero Gravity Communications, said, “We wanted to bring out the delectable flavours that Vadilal has to offer to its consumers in an instantly tempting way. Our thought behind the campaign was to generate maximum ROI through design and positioning to drive home top-of-the-mind recall for the brand.”