MxMIndia

Author: Our Staff

  • Designed to support content creators be compliant with the ASCI code

    ASCI Academy launches ‘Responsible Influencing E-learning Course’

    ASCI Academy, the training arm of the Advertising Standards Council of India (ASCI), has introduced the ‘Responsible Influencing Course’ e-learning certification, designed to support content creators be compliant with the ASCI code and the law, and uphold ethical standards and transparency in the influencer marketing industry.

    The two-hour course is broken into 21 small snippets which cover diverse topics. These include, shaping change by embracing self-regulation as an influencer, the power of transparency in embracing authenticity, decoding core concepts of influencer marketing, providing a nuanced understanding of the ASCI code and guidelines with relevant case examples. Additionally, the course addresses regulatory and platform-specific guideline requirements. A dedicated section focuses on the power of disclosures addressing issues like who should disclose, how and why to disclose and the specific requirements for disclosures. There are other interesting topics like influencer archetypes, brand engagement checklist, and more, ensuring an overall engaging and exciting learning experience.

    Said Manisha Kapoor, CEO and Secretary General of ASCI: “With so many young and new content creators, it is an exciting time for the advertising industry. It is important that consumer and brand trust remains high in this exciting channel of communication. We want to support influencers to stay on the right side of advertising regulations and codes, so that they are able to keep themselves safe, and have a long and sustained career. With increased scrutiny on influencers and content creators, it is important that they build familiarity with the rules and regulations that surround advertising. The course simplifies the regulatory landscape, and influencers who take the course can be more confident in their endorsements. We also expect brands to prefer creators who have shown their commitment to honest influencing by doing this course.”

  • Conceptualised and executed by The Ensemble creative agency

    Kuku FM introduces new campaign

    Kuku FM, the platform for audiobooks and shows, has launched a new ad film titled ‘Koi Baat Nahi’, conceptualised and executed by The Ensemble.

    Speaking about their collaboration with The Ensemble, Kunj Sanghvi, Head of Content at KuKu FM, said: “Making ads for a content offering is a doubly challenging task as the ads also become a proof of the quality of the actual offering, which is audiobooks and shows in our case. In a cluttered landscape, finding standout ways to appeal to the TG so they sit up and take notice is highly important. The team at Ensemble showed great agility in understanding the brief, cracking great ideas and doing swift and faultless execution,” said Sanghvi.

    As the co-founder of The Ensemble and the director of the ad films, Abhishek Dixit added: “With KuKu FM’s unwavering trust in The Ensemble’s creative prowess and our commitment to exceed expectations, we have once again demonstrated that stellar ideas can thrive even under tight deadlines. It was truly a collaborative effort from both the client and our team to achieve this, as at The Ensemble, collaboration means everything to us.”

  • To spearhead the marketing functions

    Motilal Oswal appoints Sandeep Walunj as Group CMO

    Motilal Oswal Financial Services Ltd (MOFSL) has appointed Sandeep Walunj as its Chief Marketing Officer (CMO). In his role, Walunj will spearhead the marketing function across all the MOFSL group businesses.

    Speaking on the occasion, Motilal Oswal, Group MD & CEO, Motilal Oswal Financial Services Ltd. said: “We are thrilled to announce Sandeep as our new Chief Marketing Officer of the MOFSL group. His appointment marks a pivotal moment in our journey to reinforce our brand image and strengthen our marketing capabilities. With his deep understanding and successful track record in large domestic and global organizations, Sandeep’s expertise will be instrumental as we strive to achieve our ambitious objectives of expanding and elevating our marketing impact.”

  • As its DCR (Data Clean Rooms) Implementation Partner

    LS Digital partners with Aqilliz

    LS Digital, a leading independent and much-in-the-news digital marketing transformation (DMT) company, has announced a DCR (Data Clean Rooms) ) implementation partnership with blockchain specialist Aqilliz. Through this partnership, LS Digital will facilitate a range of marketing applications and address the increasing demand for Data Collaboration and Regulation, with a focus on Privacy-Preserving Analytics, Compliance, and Customer Insights.

    Speaking on this partnership, Prasad Shejale, Founder & CEO, LS Digital, said: “We are thrilled to announce our partnership with Aqilliz as an implementation partner for their DCR suite of products.” On the importance of Data Clean Rooms to brands and competitive market advantage of Aqilliz, Prasad further commented, “In today’s landscape, ensuring data privacy, protection, and collaboration within the organization, as well as with data providers, in a regulatory compliant manner is imperative for businesses to stay ahead. Aqilliz offers an innovative next-generation blockchain-based DCR middleware solution perfectly aligned with these needs. Our plan is to integrate this middleware to facilitate various use cases including Data Collaboration, Privacy-Preserving Analytics, Compliance and Regulation, and Customer Insights. This product seamlessly enhances our Marketing Data Infrastructure service, guaranteeing safety, security, and compliance for consumer data.”

    Commenting on this partnership, Gowthaman Ragothaman, Founder & CEO, Aqilliz, added: “I am extremely delighted to be partnering with LS Digital in their mission to change the future and challenge the now. Responsible use of consumer data is one such challenge that is in front of us. Decentralised Data Clean Rooms will help the customers of LS Digital in meeting this challenge.”

  • Co-Founder Azhar Iqubal becomes Chairman; Deepit Purkayastha new CEO

    Inshorts rejigs leadership

    Inshorts has announced a transition in its executive leadership. Azhar Iqubal, who co-founded the company and has served as CEO since its inception, will be transitioning to the role of Chairman. Co-founder Deepit Purkayastha, will assume the position of the CEO of the company.

    Said Iqubal: “After leading the company for 11 years as CEO, I have decided to step into the role of Chairman of the company. My co-founder, Deepit, who has been an instrumental part of our journey from the beginning, will take charge as the CEO of the company and I am excited to see him lead our company to even greater heights. I remain committed to our vision and mission of building a large and profitable internet company in India.”

    Added Deepit Purkayastha, Co-founder & CEO, Inshorts: “Azhar has led from the front through ups and downs. I thank Azhar on behalf of the company and I feel honoured to take on the role of CEO to lead the company through the next phase of growth.”

  • Leisure & hospitality properties – Xandari Resorts & Spa

    Bachchan promotes Muthoot Group

    The Muthoot Group has launched its latest marketing campaign featuring actor Amitabh Bachchan, advocating its leisure and hospitality properties, Xandari Resorts & Spa.

    Said George M George, Managing Director, Xandari Resorts & Spa said: “We are excited to feature Mr Amitabh Bachchan in The Muthoot Group’s new film because it brilliantly showcases our Xandari Resorts and captivates our audience with sustainable and luxury hospitality. Consumers today seek out holiday experiences that transcend the ordinary and we are dedicated to provide each of our guests with experiences and memories that last a lifetime. At Xandari, we also want to pioneer a sustainable chapter in tourism, by upholding our core principles – community, conservation and collaboration. The idea was to capture the essence of responsible tourism with Xandari’s unparalleled fusion of luxury and a unique farm to table experience. I also feel that Mr. Bachchan’s presence has elevated the Xandari brand to a whole new level and I am sure this content will get us tremendous interest worldover. At Xandari Resorts & Spa, we invite travelers to immerse themselves in the beauty of nature while indulging in world-class hospitality.”

    Added Abhinav Iyer, Senior General Manager – Marketing at The Muthoot Group: “Mr Bachchan has been The Muthoot Group’s brand ambassador for many years now and with a legend like him, we have been keen to create tailor-made content for our leisure & hospitality division for quite some time now. Xandari Resorts is a jewel in the Group’s crown and hence with this film, we have attempted to create a strong desire for Xandari Resorts leveraging a cinematic approach. We plan to promote this film widely across digital and other mainstream mediums in addition to national & international events, exhibitions and travel & tourism meets.”

  • VML wins the 'Green Agency Of The Year'

    Olive Crown Awards: Times of India is ‘Green Brand of the Year’

    The India Chapter of the International Advertising Association (IAA) hosted the 14th edition of its annual property, the Olive Crown Awards 2024. The awards acknowledged the remarkable work of those individuals and corporates who drove the message of sustainability or ‘green advertising’. We missed attending it, but are publishing this basis a communique we received.

    The awards saw a senior jury appraising the entries: Anupama Ramaswamy (Chief Creative Officer, Havas Worldwide India), K V Sridhar (Global Chief Creative Officer Nihilent Limited & Hypercollective), Pateek Bharadwaj (Chief Creative Officer, Lowe Lintas India), Tista Sen (Creative Brand Consultant) , Carlton D’Silva (Co-Founder, Musemakers & House of Awe) & Mukund Olety (Chief Creative Office, VML) shortlisted the winners through a rigorous process.

    Said Avinash Pandey, President IAA India Chapter: “I believe these awards are not just unique but also very special. Unique because they are a symbol of intra-industry collaboration. Even though this is an IAA India Chapter property, it was launched 14 years ago at the Goafest which is jointly run by the Advertising Club and the Advertising Agencies Association of India. Even now, it is associated with the Asian Federation of Advertising Associations, thereby being the only property with a real reach in both the Eastern and the Western parts of the world. Special, because these awards symbolize the commitment of the Marcom industry to be not just guardians of their respective brands, but also guardians of Brand Earth.”

    Added Janak Sarda, Chairperson, IAA Olive Crown Awards: “Any awards are only as good as the jury that judges them. So let me begin by thanking our jury members who were a real asset to us. Our event could never have been held without the help of our supporters. Some have supported us for the second and third time. This clearly marks them as loyal supporters of the environment. And then I would like to thank those who have sent in their entries from all over the world. Their active participation shows that the marcom industry is indeed populated with people who believe that what’s good is also good for business. Finally, I would like to thank each and everyone who is here today. All true friends of the environment. Planet Earth needs you.”

  • Aims to strengthen its brand

    Saif-Kareena roped in as brand ambassadors for Trevoc Realty

    Trevoc, the luxury real estate builders and construction company in Gurugram, has roped in Saif Ali Khan and Kareena Kapoor Khan as its brand ambassadors.

    Said Gurpal Singh Chawla, Managing Director, Trevoc, expressing his enthusiasm about this collaboration: “We are thrilled to welcome Saif Ali Khan and Kareena Kapoor Khan to the TREVOC family. Their iconic status and shared values resonate deeply with our brand ethos of blending legacy with luxury. With their association, we aim to elevate the living experience and continue our legacy of excellence in the real estate domain.”

  • For its safe sun UltraRx Sunscreen Serum SPF 60++++

    Lotus Herbals unveils campaign for new sunscreen serum

    Lotus Herbals, the beauty care company, has unveiled a new digital campaign for its latest brand Lotus Herbals Safe Sun UltraRx Sunscreen Serum SPF60++++.

    Elaborating on the launch of the new Sunscreen, Nitin Passi, Chairman and Managing Director, Lotus Herbals, said: “At Lotus Herbals we strive to introduce cutting-edge products in the Sun protection category for our discerning consumers. We are excited about our latest innovation, Lotus Safe Sun UltraRx SPF60++++, a unique water-based sunscreen serum. Our new campaign targets a younger audience and highlights the modern women’s high expectations. We are confident that this amazing sunscreen will tick all the boxes for our demanding consumers.”

  • Dons 3 avatars – pilot, darbaan and a traveller – for the new ad film

    Cleartrip ad with MSD

    Cleartrip, the online travel company now part of Flipkart, has a got a new brand ambassador for their latest ad film – Mahendra Singh Dhoni. Well, we know that. Now, the all-new endorser is starring in the travel site’s ads – donning three avatars – pilot, security person and a traveller. We are referring to MS Dhoni of course.

    Said Prahlad Krishnamurthi, Chief Business Officer,  Cleartrip: “At Cleartrip, our fundamental aim is to democratise travel through superior offerings and unprecedented flexibility. Our latest campaign with Mahendra Singh Dhoni, an iconic figure with universal appeal, is to invite new users to come onboard Cleartrip and experience travel like never before. MSD embodies Cleartrip’s ethos of Straightforwardness and Transparency and we believe he is the perfect Captain for us and our travelers from across the country.”

  • To render a more accessible and user-friendly experience

    Seqrite unveils refreshed identity

    Seqrite, the enterprise arm of global cybersecurity solutions provider Quick Heal Technologies Ltd, has announced a new brand identity.

    Said Vishal Salvi, Chief Executive Officer of Seqrite: “Our brand refresh signifies more than just a cosmetic change – it embodies our growth over the years and our unwavering commitment to offering simplistic solutions to counter complex cybersecurity challenges. We invite businesses to explore how ‘Brand Seqrite’ can empower them to stay ahead in an ever-evolving digital landscape.”

  • Conceptualised by Ogilvy

    Neeraj Chopra in new Eveready TVC

    Eveready, the battery brand, has launched a campaign for its Ultima Alkaline Battery ‘Khelenge to Sikhenge’ in collaboration with its new brand ambassador Neeraj Chopra.

    The newly launched TVC conceptualised by Ogilvy emphasizes the significance of powering children’s toys with Eveready’s Ultima Alkaline batteries to ensure uninterrupted play and limitless imagination.

    Speaking on the accession, Anirban Banerjee, Senior Vice President and SBU Head, Batteries & Flashlights at Eveready Industries India Ltd. said: “Eveready, the iconic leader in the battery and flashlight industry, and Neeraj Chopra, the reigning Asian Olympics champion; Our collaboration is a convergence of two champions, both driven by the relentless pursuit of excellence and innovation. Just as Neeraj powers his epic javelin throws non-stop, Eveready’s Ultima Alkaline range of batteries with 400% longer-lasting energy, powers high drain devices nationwide, including children’s toys, strengthening their imaginative journeys. Also, our latest high-energy film, blending animation and live-action, introduces a unique portrayal of Neeraj as ‘Javelin Man,’ marking a unique step in our brand ambassador’s portrayal.”

    Added Sukesh Nayak, CCO, Ogilvy India: “As storytellers, we always look for opportunities to craft narratives that help inspire the youth. Eveready’s philosophy of ‘Khelenge toh Sikhenge’ allows us to do that. In this latest TVC for the longer-lasting Ultima batteries, we’ve showcased the power of children’s imagination and how non-stop imaginative play should always be encouraged. A true champ like Neeraj Chopra, seen in a unique avatar as brand ambassador, helps us deliver the message in a memorable way.”