MxMIndia

Category: ADVERTISING

  • To deliver growth solutions to clients

    Dentsu & Arthur D. Little ink partnership

    Dentsu India has embarked on an industry-first strategic partnership with the global strategy consulting firm Arthur D. Little (ADL), aiming to deliver end-to-end solutions to enable growth for their clients. The partnership will be led by Narayan Devanathan, President & Chief Strategy Officer, South Asia, dentsu, and Amit Dakshini, President & Sector Lead (Automotive & Mobility), ADL.

    Narayan Devanathan
    Narayan Devanathan

    Commenting on the alliance, Narayan Devanathan said: “What happens when customer-centricity and creativity meet the consulting mindset? You get the opportunity to create unprecedented value for clients and their customers while creating new futures. And that’s precisely what the alliance between Dentsu and ADL will create for businesses everywhere – by creating a custom range of demand chain solutions. As businesses look to create sustainable futures for themselves, it’s critical that they are able to map and size demand in new ways and then nurture and fulfil that demand in engaging ways. Our clients look to us to solve their business problems – either by ourselves or in partnership with other experts. The Dentsu + ADL alliance is us walking the talk on this promise to our clients to truly be their partners.”

    Amit Dakshini
    Amit Dakshini

    Added ADL’s Amit Dakshini: “The timing aligns perfectly with the industry’s evolution towards increased software and connected content in modern vehicles, especially with the influx of global brands in India. True market leaders will distinguish themselves by finely targeting demand, crafting unique customer experiences, and fostering strong brand associations across physical and online channels. Partnering with a global leader like Dentsu empowers us to deliver end-to-end, outcome-driven solutions for accelerated sales growth, personalised customer experiences, and market leadership. We envision this partnership supporting Indian brands in establishing a robust global presence.”

    Harsha Razdan
    Harsha Razdan

    Said Harsha Razdan, CEO South Asia, Dentsu: “We are incredibly excited about expanding our offerings to clients. Dentsu’s commitment lies in adopting a holistic, customer-centric approach towards clients’ growth. Facilitating further brand transformation requires collaboration with industry-leading providers, and the partnership with ADL epitomizes this principle. Together, we are forging a truly synergistic offering poised to drive growth for both our clients and organizations. ADL commands a well-established reputation in its domain and introducing a complementary range of services will round off the circle of value-driven solutions for clients.”

     

    Satya Easwaran
    Satya Easwaran

    One final quote. From Satya Easwaran, Partner and Country Head, Arthur D Little India: “We are extremely thrilled with this one-of-its-kind strategic partnership in the industry. Our alliance with dentsu will pave the way for us to nurture and build long-term associations with clients while driving clear business outcomes. Starting with the Automotive & Mobility space, we plan to take this relationship further across multiple sectors including Consumer & FMCG, Energy, Technology, and BFSI.”

  • A new global offering dedicated to brand and design

    Havas launches Conran Design Group network

    Left Top Anti Clockwise Ludwig Duran, Rana Barua, Anaïs Guillemané Mootoosamy, Thom Newton, Lee Hoddy
    Left Top Anti Clockwise Ludwig Duran, Rana Barua, Anaïs Guillemané Mootoosamy, Thom Newton, Lee Hoddy

    Havas has announced the launch of the Conran Design Group network, a new global offering dedicated to brand and design, based on the long-standing expertise and talent at Conran Design Group, and W, Havas’ leading creative branding agency in France, which will be renamed W Conran Design.

    With studios in London, Paris, Mumbai and New York, the network’s team of 250 strategists and creatives will use their expertise in brand strategy, brand design, experience design and communications and engagement to inspire progress for clients and empower brands to make a meaningful impact.

    The network launch also marks the release of Conran Design Group’s new proprietary study, Citizen Brands, an evidence-based brand and design framework that identifies which brands are achieving balanced growth.

    The study finds that the top 20 ‘citizen brands’ – those able to meet the needs of both individual and society – earned £8bn more in revenues on average yearly than their lowest-performing counterparts. They also achieved equity price increases that are on average five times higher than those of the lowest performers.

    Said Yannick Bolloré, Chairman and CEO, Havas: “Conran Design Group is uniquely equipped to lead this new network with more than 60 years of experience in strategic brand and design, a holistic approach, and the benefit of global scale with a local touch. W is the natural partner to support the success of this initiative in France with its 25-year track record of helping companies transform to remain at the heart of the conversation and make a positive contribution to society.”

    Added Thom Newton, Global CEO, Conran Design Group: “We’ve entered the era of expectation inflation – and brands are under huge pressure to deliver growth and good.This will only intensify amid ongoing uncertainty and heighted economic and environmental pressures. Brand leaders will be expected to take an even more active role in how their brands meet and balance these pressures. Our study shows that all companies across all sectors need to find a way to achieve balanced growth, critical in an increasingly unbalanced world. But rather than prioritising growth alone – growth at any cost – the focus should be on progress, progress that’s both balanced and sustainable. Our new global network, supported and informed by the Citizen Brands framework, will help brands achieve that.”

  • On whitepaper, "Privacy & Progress: Pillars of Digital Bharat”

    ASCI joins hands with Lexplosion

    To understand the implications of Digital Personal Data Protection Act (DPDPA) in advertising, the Advertising Standards Council of India (ASCI) in collaboration with legal firm Lexplosion released a whitepaper, titled ‘Privacy & Progress: Pillars of Digital Bharat’, at an event in Mumbai. The whitepaper aims to empower stakeholders with actionable knowledge to thrive in the evolving digital landscape.

    Said Manisha Kapoor, CEO and Secretary General, ASCI: “The DPDP Act is a significant milestone in India’s digital landscape, underlining the critical importance of data protection and consumer rights. For a thriving internet-based economy, advertising is a huge enabler, and we need to provide solutions that respect consumer privacy without creating friction for end users and businesses. All stakeholders need to be in constant dialogue to collaborate on approaches that are native, transparent and fair, even as the internet and its uses rapidly multiply. ASCI is committed to facilitating discussions and providing guidance on advertising-related matters to ensure a fair and vibrant digital future for India.”

    Added Indranil Choudhury, Founder, Lexplosion: “We are delighted to have collaborated with ASCI on bringing this very important and timely whitepaper. We have been working with our clients for the past few months in fine tuning the strategies that go into DPDP compliance. We have shared insights and understanding from our work with various advertisers that can guide the industry in this regard. Such conversations and whitepapers go a long way in building dialogue, supporting compliance, and collaboratively paving a way for the future.”

  • Wavemaker & Mondelez shine @ Emvie 2024

    Wavemaker & Mondelez shine @ Emvie 2024

    The 24th edition of the Emvies, held last Friday (March22) saw Wavemaker India with 665 points recognised as ‘The Best Media Agency of the Year’ and Mondelēz India Foods Pvt. Ltd. with 440 points declared as ‘The Best Media Client of the Year’.

    Grand-EMVIE
    Grand EMVIE

    EMVIE - Client of the year
    EMVIE – Client of the year

    Grand EMVIE Thirty-five agencies participated to submit 1892 entries, of which 471 entries were shortlisted. Other than one Grand Emvie, 44 Gold and 68 Silver trophies were presented in addition to 88 Bronze prizes.

    Wavemaker India also bagged the Grand Emvie for Mondelēz India’s Cadbury Celebrations. Mindshare with 460 points stood second and EssenceMediacom with 325 points stood third. It was indeed a GroupM show at the top of the agency roster.

    The Emvie for Diversity Equality & Inclusion (DE&I) was awarded to Mindshare for Dove’s Stop The Beauty Test. The Young Emvie of The Year was awarded to Mindshare’s Rowena Rodrigues for Dove – Crafting Cannes-worthy Brilliance!

    Said Rana Barua, Group CEO of Havas India, South East, and North Asia, and President of The Advertising Club: “The calibre of work showcased at the Emvie this year was truly phenomenal. Standing out in their unique ways, each entry exemplified the exceptional quality of work our industry professionals consistently maintain, reaching global standards. We are delighted to celebrate these winners, whose creativity and strategic brilliance set a new standard for excellence. A heartfelt congratulations to all the winners for raising the bar in the media industry!”

    Added Punitha Arumugam, Chairperson, Emvies Committee: “The work submitted for Emvies continues to astound us. Each year, the innovative and ingenious campaigns elevate the industry’s brilliance to new heights. A huge congratulations to this year’s winners! The quality of work witnessed sets a remarkable standard in the media industry, and we are thrilled to see where the continuing work takes the industry next.”

    The prestigious awards were powered by TV9 Network, co-powered by The Times of India, in association with UltraTech Cement, and category sponsors Craving Digital, Celebrity Cricket League (CCL), and South Indian International Movie Awards (SIIMA).

    EMVIE 2024 AGENCY OF THE YEAR

    EMVIE 2024 CLIENT OF THE YEAR

    EMVIE 2024 RESULTS

  • To elevate social presence

    Admatazz bags mandate for Boss Appliances

    Admatazz, a Mumbai-based digital agency that uses creative, media, and technology to solve marketing problems, has bagged the integrated social media and search engine optimization (SEO) marketing mandate of Boss Appliances.

    As part of the mandate, Admatazz will handle the creative communications of the brand across social media platforms like Facebook, Instagram, and LinkedIn to elevate social presence along with boosting organic traffic.

    Speaking on the account win, Yash Chandiramani, Founder and Chief Strategist at Admatazz, said: “We are glad to add Boss Appliances to our roster. As we grow as a company, we look to partner with brands who believe in our methods and approach, and we are glad Boss Appliances entrusted their digital presence duties to us. Our key aim is to strengthen the brand’s digital presence by curating interesting content that can be made in this category and increasing the brand’s reach and audience engagement.”

    Vidhi Gala, Director of Marketing at Boss Appliances added: “As a brand that has been present for over four decades, we have always moved forward with the times, and as we see the digital and social media space grow rapidly and consumers become more active, we realise the need to strengthen our online presence. With Admatazz, we are glad to find like-minded agency partners who are enthusiastic and excited to build our brand as we do. We look forward to our association with them.”

  • Move expected to create greater deterrence and support enforcement

    CCPA and ASCI join hands to strengthen Advertising Regulation in India

    The Department of Consumer Affairs (DoCA) and The Advertising Standards Council of India (ASCI) both operate with a mutual goal of protecting consumer interests. This objective is central to the missions of both ASCI and the Central Consumer Protection Authority (CCPA) when it comes to the issue of misleading advertisements.

    It is noteworthy that ASCI’s code and associated guidelines in the area of advertising are harmonious with several guidelines enforced by the Central Consumer Protection Authority. These encompass guidelines concerning misleading advertisements, dark patterns, influencer guidelines, coaching institutes, greenwashing and more.  In light of this alignment, the CCPA has recognized that any violation of ASCI’s code pertaining to misleading advertisements may potentially contravene the Consumer Protection Act of 2019 and its related guidelines.

    Therefore, the CCPA has requested ASCI to forward any advertisement that is non-compliant with the ASCI Code and could potentially violate the Consumer Protection Act, 2019, along with its accompanying guidelines, to CCPA for appropriate action. Any such case escalated by ASCI concerning misleading advertisements will be promptly addressed and handled in strict accordance with the Consumer Protection Act 2019 by the CCPA.

    This collaboration comes amidst the growing complexity of the advertising landscape, especially with respect to digital advertising. Commenting on this development, Shri Rohit Kumar Singh, Secretary DoCA said, “The alignment between ASCI’s code and CCPA’s guidelines highlights a collective effort towards promoting transparency and fairness in advertising. With similar objectives, CCPA and ASCI can work in complementary ways to ensure that any infringements are addressed effectively. New challenges are being created by digital advertising, and keeping pace demands a collaborative approach with like-minded bodies.  Regulators working closely with self-regulators is an established best practice, and we hope that with this partnership, regulation of Indian advertising keeps getting more effective. Where voluntary compliance with the CCPA guidelines is not forthcoming, or in the case of repeat offenders, the CCPA has the powers to impose fines and penalties. We will not shy away from enforcing the provisions of the Consumer Protection Act as needed.”

    Manisha Kapoor, CEO and Secretary-General ASCI said: “We have been working closely with DoCA and CCPA on several issues, and we are truly delighted to deepen this relationship.  ASCI has deep expertise and specialization in advertising regulation and we thank CCPA and DoCA for their trust and their collaborative approach. A robust self-regulatory system helps all stakeholders and this partnership is a positive step in taking self-regulation to the next level.”

    DoCA and ASCI have, in recent times, held joint consultations and collaborations on several issues surrounding advertising such as Influencer Guidelines, Greenwashing, Dark Patterns and Surrogate Advertising, creating greater dialogue and alignment between industry, civil society and regulators. Advertising self-regulators around the world work closely with the governments in models of co-regulation in formal and informal ways. Given the complex nature of advertising today and the borderless nature of the online space, issues like disguised advertising, deepfakes and scams are coming to the fore, such partnerships gain significance in effective advertising regulation.

  • To handle marquee brands, including Figaro Olive Oil, Bertolli Olive Oil

    Digitas India wins digital creative mandate of Deoleo Olive oil

    Digitas India, a connected marketing agency within the Publicis Groupe, has won the digital creative mandate of Deoleo India Pvt Ltd., the global leader in olive oil with esteemed brands such as Figaro and Bertolli.

    This collaboration entrusts Digitas India with the creative and social media responsibilities for Deoleo’s marquee products, including Figaro Olive Oil, Bertolli Olive Oil and Figaro baby range. The objective is to transform these classic brands through cutting-edge digital narratives and enhanced consumer engagement. Digitas India will also help the brands to venture into new markets while reinforcing the allegiance of existing clientele and heightening awareness about olive oil consumption.

    Sonia Khurana
    Sonia Khurana

    Sharing her enthusiasm on the partnership, Sonia Khurana, Chief Operating Officer (COO), Digitas India, said: “We are excited about our partnership with Deoleo. Building a brand on social media takes a deep understanding of the platforms, how the audiences interact with the content on these platforms and an appreciation of the brand & category. We hope to bring the best of all these to make Figaro and Bertolli a success on social media.”

    Satarupa Majumdar
    Satarupa Majumdar

    Added Satarupa Majumdar, Marketing Director – India and Middle East, Deoleo: “Collaborating with Digitas India represents a significant step in our strategy to connect more deeply with our consumers leveraging social media. Their creative ideas align entirely with our brand ethos, and we are confident that this partnership will help us tell our story in more convincing and significant ways to our audience.”

    This partnership heralds the launch of a series of innovative campaigns designed to showcase the distinct attributes of Deoleo’s products while engaging a wider audience through creative and interactive social media marketing initiatives.

  • Technology and the immortality of an advertising theory @IPL

    Technology and the immortality of an advertising theory @IPL

    With apologies to none at all

    By Vikas Mehta

     

    Vikas MehtaYet another season of IPL is underway. And like many millions, I have been following the matches keenly on JioCinema. Since I am travelling, I do not have access to DTH or cable to watch it on TV. So, my writing is based on my JioCinema experience only.

     

    Usually, I comment on the ads during the IPL. I will continue to do so. But this particular column is going to first recount my experience with JioCinema from a technology- and consumer-friendly viewpoint and then I shall take just two examples to highlight some issues in the IPL ads.

     

    I find the app very consumer-friendly during IPL. The home page highlights the match of the day and with one click, I am into the match. But when there are two matches then the homepage keeps on highlighting the first match, well beyond 7:30 pm and the second match requires real searching. The issue does not get resolved even by refreshing the page.

     

    In terms of the content, I find the ‘Jeeto Dhan Dhana Dhan’ contest very interesting. It’s a simple multiple-choice question based on what will happen in the next over. With one click, the answer is submitted. And before the next question comes up, one is informed if one got it right. But the beauty is that for all those who got right answers there is some prize. Usually, a discounted product from an online e-commerce portal. I, played it almost at the end of each over for two days and I had around 20 prizes. And the redemption was also well-planned. Click on the same page to redeem the prize. The right page, which offers only the products on offers open up. Your discount has been copied to the clipboard. Choose, fill your details, pay if required and the offer has been redeemed. No choosing of products and at check-out realising that your preferred products have no discount. No ambiguity. Very well-organised and planned. And at the last count, I came across nine brands offering the prizes. Two of the three I redeemed were delivered in Dehradun within 48-72 hours. And of course, there are bigger prizes for those who answer the most correct answers daily. Unfortunately, I did not have the patience to sit through all 40 overs and answer all questions. But kudos to a well thought through and planned contest.

     

    In terms of communication, I remember that ‘Jeeto Dhan Dhana Dhan’ was an offer that Jio had offered in the IPL four to five years ago. So, to find that this year MyCircle11 was sponsoring the contest was bit of a let-down. It also clashes with the MyCircle11 advertising as it caused a confusion in my mind if the contest had something to do with the gaming app offering discounts to play games on the app. I then realised that Tata had sponsored ‘Jeeto Dhan Dhana Dhan’ contest in 2021 and last year it was MRF. Personally, it’s a simple and rewarding contest and any sponsor will reap the rewards with a longer association. Like, I think Jio did for two-three years. I still remember it.

     

    Now, let’s focus on the ads. There were many new ads this year. Predictably, Dream 11 came up with, till now, the best campaign. Simple thought. Good use of the cricketers. I particularly liked the Mr Sharma ka beta mera beta featuring Rohit Sharma, KL Rahul and Sunil Shetty. It crossed the thin line between a cricketer and his personal life in a beautiful, interesting and heartwarming way, with a hint of comedy. Communication theories always say use celebrities who add to the brand personality and to the memorability of the ad. This is a great example of the same.  Watch the ad here.

     

    The other ads in the series have focused on personal rivalries. Bumrah vs Shreyas and then Shreyas vs Bumrah. Preity Zinta, co-owner of Punjab vs Pant got me cracking up at the end. Not in the same league as Mr. Sharma ka beta but at least Dream11 is not just splurging money on celebrities.

     

    I am now hoping to see a Hardik vs Rohit. Oh sorry. It’s about team loyalty. So maybe Hardik and Rohit.

     

    But the ad campaign which got me thinking was actually Parle. It has released a series of ads, thankfully without any cricketers or film stars. These address issues which are mostly intangibles. Difficult to pinpoint, prove or substantiate. So, difficult to communicate too. Quality, trust, variety, new products. The campaign has tried to use some odd metaphors or join some improbable dots to convey these messages. I just felt that someone is ramming down these virtues down my throat.

     

    And that’s when I remembered a gem of theory that was part of the JWT thinking process. The difference between stimulus and response. The theory mandated that do not put your benefit or message as a stimulus, rather let it be the response from the consumer. Do not spoon-feed. Let the consumer discover it. That way it will be more memorable and the communication will have a lasting impression. Remember the Ericsson black coffee ad? Nowhere it said the world’s smallest phone or even a small phone. It demonstrated its size as a stimulus and the response was “a phone so small it can hide in my palm.” No wonder the ad is recalled even after three decades. Watch the ad here.

    I feel that Parle has missed a trick. The amount of money that is spending trying to hit us with trust, quality and other parameters would have been much better spent if the desired response theory had been used.

    And this thought got amplified when I saw the Apple iPhone 15 app on storage for photos. It beautifully showed someone marking photos to be deleted and then they used a perfect song “Don’t let me go”. Each photo that was being marked for deletion suddenly came alive with the character in the photo singing the song. And at the end there was just a simple message which said lots of storage for lots of photos. They could have gone to town on memory capacity or on transferring photos to cloud through their cloud service. But by using the stimulus of each photo imploring not be deleted, through a song, the benefit was like a stimulus which I will not forget. Great ad.

     

    And we wonder why Apple iPhone commands such a premium and is yet a world leading brand! Watch the ad here.

     

    In fact the Preity Zinta vs Pant ad also is a stimulus vs response theory ad. Watch the ad here.

     

    I sincerely hope that some of the JWT theories like the stimulus vs response one are not buried along with the venerable brand.

     

    Before I end, I saw as a part of media co-sponsor super “Pepsi yeh dil mange more”. I was intrigued and excited to see what was the contemporary version of this classic Pepsi campaign. So, I found it on you tube. See it here. And let’s match our reactions in my next column.

     

  • To lead the creative vision for all brands

    Publicis names Aman Mannan and Shitu Patil as Joint NCDs

    In a bid to strengthen its creative leadership, Publicis India has appointed Aman Mannan and Shitu Patil as joint National Creative Directors (NCDs). In their new roles, the duo will lead the creative vision for all brands at Publicis India, and report to Managing Director, Oindrila Roy.

    In the new roles as NCDs, Mannan and Patil will leverage their expertise to lead the agency’s creative vision across all offices in India.

    Said Paritosh Srivastava, CEO, L&K Saatchi & Saatchi and Publicis India: “Publicis India has been on an amazing journey of resurgence in the past two years, with a focus on both growth and creative excellence yielding rich dividends. Our impressive portfolio of work and client roster rival that of any top agency in the country. The search for the perfect blend of creative talent and cultural fit was challenging, but in Aman and Shitu, we have found a team of rare creative talent that spans the entire spectrum of creativity. We are confident that these two wonderful people will inspire our teams and clients to new heights.”

    Added Oindrila Roy, Managing Director, Publicis India: “Aman and Shitu are a powerhouse of creativity and their experience in delivering award-winning work reaffirms this. We are confident that as NCDs, they will inspire our teams with new energies.  We are certain that their creative prowess and strategic acumen will contribute to the continued success and growth of Publicis India.”

  • It will be the 42nd edition of the event

    Ad Club Madras announces Maddys 2024

    The Advertising Club of Madras, one of the oldest and active advertising club in the country, has announced the 42nd edition of its flagship event – the Maddys.

    Said S Balasubramanian, President of the Chennai-based Advertising Club Madras: “In line with the evolving trends within our industry, we have introduced several new categories and revitalised existing segments, thus ensuring a more comprehensive scope. Our aim in making these adjustments is to broaden our reach and enhance accessibility for a diverse array of participants. Through these updates, we aspire to celebrate and acknowledge advertising talents across various domains.”

    Added Surej Salim, Secretary of Advertising Club Madras: “Embarking on our 42nd Maddys Advertising Awards journey, we’ve meticulously crafted 146 categories, a testament to our profound industry research and insightful conversations with both the advertising fraternity and clients. This extensive array truly encapsulates the breadth and depth of modern advertising and ensures that every agency, regardless of size, finds a platform to shine, with each work meticulously evaluated by our eminent jury. The Maddys 2024 promises to be a celebration of diversity, innovation, and excellence, setting new standards in the dynamic world of advertising.”

    Detailed information about the revamped categories and entry guidelines will be available on the official Maddys website – https://adclubmadras.com/maddys2024/

  • To manage their communication strategy & media relations

    LS Digital onboards Kaizzen as their PR and Communications Partner

    LS Digital, a digital marketing transformation (DMT) company, has awarded their PR and communications mandate to Kaizzen, the integrated communications agency.

    Kaizzen’s mandate encompasses managing LS Digital’s communication strategy, media relations, and corporate reputation. Through strategic initiatives and targeted campaigns, Kaizzen will leverage its expertise to further strengthen LS Digital’s presence in key markets and support the company’s ambitious growth plans.

    Speaking on the partnership, Anshuman Misra, SVP Strategic Partnerships, Marketing & PR said: “LS Digital is a visionary company working with a single purpose of putting Digital Marketing Transformation at the core of businesses.  As India takes the centre stage in developing and delivering tech-enabled, innovative services to the world, LS Digital is geared-up in spirit and strength to lead this conversation, we are happy to welcome Kaizzen on board as our PR partner. We are confident that this collaboration will further strengthen our position as a pioneering force in business transformation.” On this collaboration, Anshuman further said, “In this new era of digital innovation and transformation, joining forces with young and dynamic team of Kaizzen, will help us in our journey of redefining industry standards, inspire change and shape the future by transforming businesses digitally.”

    Nikhil Pavithran, Group President of Kaizzen, added: “This partnership with LS Digital marks a pivotal moment for Kaizzen, symbolizing our commitment to driving digital innovation and transformation. LS Digital’s forward-thinking approach, coupled with their integration of digital-first programmatic services to transform the way brands interact with their audience in the tech age, resonates deeply with our vision. We firmly believe in the immense potential of this collaboration, especially in alignment with the Honourable Prime Minister’s Digital India initiative, which sets the stage for substantial market growth. This partnership signifies a synergy of expertise and gives us a great opportunity to leverage our combined strengths to drive meaningful impact and foster impactful dialogues.”

  • 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.”