MxMIndia

Category: Top Stories

  • The meeting was attended by reps from government bodies, including the Central Board of Film Certification (CBFC), Ministry of Information and Broadcasting (MIB) and Trademark Authority

    ASCI & Consumer Affairs min speak with stakeholders on surrogate ads

    The Advertising Standards Council of India (ASCI) and the Department of Consumer Affairs (DoCA) had an interactive consultation on February 22, 2024 in Mumbai, focussed on industry stakeholders operating in restricted categories such as alcohol, tobacco, and gambling. The primary objective, notes a communique, was to “address the pervasive issue of surrogate advertisements and to facilitate discussions on overcoming associated challenges, aiming to establish rigorous adherence to advertising regulations and guidelines within these sectors”

    Over the last three years, ASCI has also reported 1085 cases of advertisements that were in direct violation of law to both central and state regulators. 765 of these were illegal betting ads and 320 were direct liquor advertising.

    The consultation underscored key discussion points;

     

    There should be a clear distinction between the brand extension and the restricted product or service being advertised:

      • the story or visual of the advertisement must depict only the product being advertised and not the prohibited product in any form.
      • the ad must not make any direct or indirect reference to prohibited products.
      • the ad must not contain any nuances or phrases promoting prohibited products.
      • the ad must not use colour, layout, or presentations associated with the prohibited products.
      • the ad must not use situations typical for promotion of prohibited products when advertising the other products.

    During the discussion,  Rohit Kumar Singh, Secretary, Department of Consumer Affairs, said: “Surrogate advertisements that promote products in restricted categories undermine consumer rights and can have serious implications. There is a pressing need to halt the proliferation of surrogate ads across industries. If respective prohibited industries fail to adhere to this guideline and comply with existing laws, more stringent actions will be implemented. We are committed to working collaboratively with all stakeholders as we navigate through this evolving issue. We look forward to providing all assistance to ASCI in examining this issue and building a comprehensive framework to protect consumers.”

    Underlining the critical need for action against surrogate ads, Manisha Kapoor, CEO and Secretary General, ASCI, added: ” Surrogate advertisements are in breach of the law, as are direct ads in restricted categories. It is important that the distinction between permitted brand extensions and surrogate advertising are clearly defined and complied with. ASCI has been vigilant in processing surrogate advertising, as well as reporting direct advertising to appropriate regulators. We would like to support various regulators such as DoCA and relevant state excise authorities in addressing this pressing issue. Together, we aim to effectively eliminate deceptive advertising practices.”

    As per a communique issued by ASCI, the consultation between DoCA, ASCI, online gaming associations like All India Gaming Federation and E-Gaming Federation, pointed out the immediate need to stop such advertisements. “Indian online gaming industry, paying taxes and registered in India are feeling the brunt of illegal advertisements and promotions by Offshore gaming platforms. The discussion also focussed on the rampant use of celebrities in the ads of prohibited products which needs to be controlled,” it noted.

    Representatives from government bodies, including the Central Board of Film Certification (CBFC), Ministry of Information and Broadcasting (MIB) and Trademark Authority, shared their views on how to regulate such surrogate advertisements.

  • The two-part  series is part of the Bas Ghar Sajayenge campaign

    Talented creates ad series for HomeLane

    HomeLane, the interior solutions brand, has embarked on a creative journey with Talented to unveil a two-part ad series (together with UBIK Films and directed by Surjo Deb) that it hopes will “redefined traditional home decor advertising by taking a commonplace metaphor very literally”.

    Said Aarushi Periwal, Creative and Founding Member at Talented: “The films are nothing but an unvarnished glimpse into a homeowner’s worst nightmare. They are completely familiar, and yet entirely foreign. They depict reality not as it is but as it appears in the minds of these homeowners. Hence, to make them feel painfully relatable, showing both the pretty and pretty ugly sides of home interiors became tantamount. The only guardrail was to make this campaign memorable. ‘Sar khana’ and ‘Topi Pehnana’ is the start of a creative device that we hope the brand can own,”

  • … to "curb erosion of investor wealth"

    Zee Entertainment forms Independent Advisory Committee…

    The Board of Zee Entertainment Enterprises Ltd (ZEEL) has approved to constitute an Independent Advisory Committee that, it notes in a statement, will enable it to review and take cognisance of the widespread circulation of misinformation, market rumours, and speculation that has led to the formation of negative public opinion about the company and consequent erosion of investor wealth.

    The committee will be presided by Dr Satish Chandra, a former Judge of the Allahabad High Court, and will comprise two independent directors of the company, Uttam Prakash Agarwal and P V R Murthy.

    Notes a communique: “The committee will independently provide guidance on the measures and future course of action that the Board is required to take in order to protect the interests of all the stakeholders of the company. The Board will seek expert guidance of the committee on the aforementioned matters from time to time.”

  • JungleBerry is a player in the organic and all-natural lifestyle sector;

    Mixed Route Juice wins mandate for JungleBerry

    Mixed Route Juice, a marketing agency, has announced that it has won the mandate for JungleBerry, a player in the organic and all-natural lifestyle sector. A campaign has also been shot.

    Said Amrita Sharma, Founder at Mixed Route Juice: “The concept behind the campaign is to convey the inherent goodness of JungleBerry’s products through a visually striking and authentic representation. Nature is the ultimate source of beauty, and our collaboration with JungleBerry aims to celebrate that in a way that resonates with consumers. Advertising needs to be honest. With this campaign, we wanted to show the world the truth in our products. Simply put, the DVC works like a cross between a behind the scenes montage, testimonial and proof of work video.”

    Added Nitin Dhawan, Co-founder of JungleBerry: “We are delighted to collaborate with Mixed Route Juice for this campaign. Their creative approach and dedication to highlighting the natural goodness of our products align perfectly with JungleBerry’s ethos. We believe this collaboration will resonate strongly with our audience.”

  • The tournament is set to take place from March 8 to 19 in Sri Lanka

    Star Sports is broadcaster for Legends Cricket Trophy

    The Legends Cricket Trophy, the premier cricket extravaganza uniting iconic players (as in old favourites) has announced Star Sports as its official broadcast partner for the tournament set to take place from March 8 to 19 in Sri Lanka.

    Spanning over 12 days, the 90-ball format tournament will feature seven teams competing in 22 matches starring legends like Chris Gayle, Yuvraj Singh, Harbhajan Singh, Aaron Finch, Suresh Raina, Robin Uthappa, Ambati Rayudu, and TM Dilshan, among many others, in action once again.

    Commenting on the association, Shavain Sharma, Director, of Legends Cricket Trophy, expressed enthusiasm, stating, “We are thrilled to have Star Sports on board as our broadcaster for the upcoming tournament. With their extensive reach and expertise in sports broadcasting, we are confident that they will bring the excitement and drama of the Legends Cricket Trophy to cricket fans across the world.”

    Added Harry Griffith, Executive Director, Syndication and Acquisition – Sports, Disney Star: “We are thrilled to announce our association with the Legends Cricket Trophy. At Star Sports, we take pride in offering cricket fans unparalleled experiences and unforgettable moments. With this tournament, featuring top-notch legends and cutting-edge broadcast technology, we aim to elevate the viewing experience through our distinctive storytelling and programming.”

  • The mandate includes creative and strategy

    Leo Burnett appointed the lead AOR for Birla Opus

    The Aditya Birla Group has aligned its creative and strategic mandate with Leo Burnett India for the launch Birla Opus. Leo Burnett has been tasked with designing the brand architecture for the main brand – Birla Opus and drive the strategic, creative, and digital initiatives for their luxury and premium portfolio of brands. The account will be handled by the Leo Burnett Mumbai team.

    Inderpreet Singh
    Inderpreet Singh

    Speaking about the appointment Inderpreet Singh, Head, Marketing, Birla Opus, said: “Birla Opus is a brand that is designed for today’s dynamic and audacious new India. Keeping this in mind we were looking for a partner who would be able to support our vision and craft a narrative that appeals to today’s audiences. We look forward to working with team Leo Burnett.”

    Rajdeepak Das
    Rajdeepak Das

    Ådded Rajdeepak Das, CCO Publicis Groupe South Asia and Chairman Leo Burnett South Asia: “Birla Opus is undeniably one of the biggest brand launches that the country will witness this year. But what’s more exciting for us at Leo Burnett is the drive to bring in the next revolution in the paint category. We’ve found that the visionary, agile and nimble, Aditya Birla Group, is the perfect partner for creating such revolutions. At Burnett we believe in work that ‘Impacts a Billion’ and we know that Birla Opus with its brand vision will do just that.”

    Abhimanyu Khedkar

    Said further Abhimanyu Khedkar, Executive Director, Leo Burnett India: “An opportunity to work on a brand like Birla Opus comes once in a while. We are excited to help shape the brands roadmap and create groundbreaking work at the cusp of culture, creativity, data, and technology.”

  • … these were presented at the recently held Golden Key Awards

    MRSI honours Partha Rakshit & Pranesh Mishra with Lifetime Achievement

    In 2019, the Market Research Society of India (MRSI) instituted the Golden Key Awards in to recognise the contribution of insights for the growth of India’s market research and insights industry. Each year, MRSI also recognises the industry’s veterans for their significant contribution. MRSI’s recently held Golden Key Awards 2023  honoured Partha Rakshit and Pranesh Mishra, two senior professionals from across the research and insights industry for the Lifetime Achievement  Award.

    While Rakshit last served as the Managing Director South Asia at Nielsen, from where he retired in  2010, Mishra, is Chairman  and Managing Director at marketing analytics and insight consulting company Brandscapes Worldwide which he founded in 2008.

    Notes a communique: “The Market Research Society of India extend their gratitude to both Partha Rakshit and Pranesh Mishra for their valuable contribution to the Indian and global research and insights sector.”

  • The theme: ‘The People’s Agenda’

    ABP Network’s ‘Ideas of India’ Summit 3.0

    The ABP Network’s flagship event ‘Ideas of India’ Summit 3.0 was last weekend (Feb 23 and 24) in Mumbai with much fanfare with the theme: ‘The People’s Agenda’.

    As many as 35 sessions with 60 speakers were held on subjects traversing a wide range of ideas and perspectives, diversity, and vision.

    Said Avinash Pandey, CEO, ABP Network: “It is a year of cataclysmic changes, yet a season of hope, resilience, and re-imagination. At Ideas of India Summit 3.0, we are focused on people of this great nation and beyond, their hopes, fears, and aspirations. Artists, authors, scientists, politicians, and musicians will debate and discuss the issues of our time, quickening our pulses and taking us into the sunlight of introspection and imagination.”

    Added Atideb Sarkar, Chief Editor, ABP Network, in his keynote address: “Another Idea of India could combine economic and social progress, care for the environment, pluralism, and national security. It could restore the constitutional balance between national unity and the dignity of the individual. It would have to show how more jobs could be created more humanely and it would need to be articulated by a leader who embodies these values and with whom young voters identify. India must answer two questions: If not Ram Rajya, then what? If not Modi, then who? Only then we will have a real contest!”

  • Industry Stakeholders invited for feedback

    IAB Tech Lab announces Podcast Measurement Updates for public comment

    IAB Tech Lab, the global digital advertising technical standards-setting body, has announced the latest advancements in podcast measurement with the release of Podcast Technical Measurement Guidelines v2.2. The updates are now available for public comment, until March 23, and the Podcast Working Group has invited all podcast companies and industry stakeholders to provide feedback within the next 30 days.

    “With the release of Podcast Technical Measurement Guidelines v2.2, IAB Tech Lab reaffirms its commitment to adapting to the dynamic technology and practices in the podcasting industry,” said Anthony Katsur, CEO, IAB Tech Lab, adding: “We urge the entire podcast ecosystem to review the guidelines and actively participate in the feedback process. Your input is instrumental in shaping the future of podcast measurement and the growth of this valuable inventory for an audience that tends to be more deeply focused on the content.”

    The Podcast Measurement Technical Guidelines webpage has the guidelines and a page for submitting feedback. The feedback submission period will remain open until March 23.

  • It is crafted by Ogilvy India and directed by Piyush Pandey

    Fortune celebrates ‘Ghar Ka Khana’

    Adani Wilmar has unveiled its latest brand campaign for Fortune, its flagship edible oil brand. Titled ‘Ghar Ka Khana Ghar ka khana hota hai’, it is crafted by Ogilvy India and directed by Piyush Pandey.

    Said Mukesh Mishra, Vice President – Sales & Marketing, Adani Wilmar:  “We aim to inspire people to rediscover the pleasure of cooking and savouring homemade dishes, fostering stronger bonds with their loved ones. At Fortune, we believe that home cooking is more than just preparing a meal; it is an experience of the senses.”

    Added Piyush Pandey, Chief Advisor at Ogilvy India: “Fortune has consistently celebrated the joys of eating at home with its message – ‘Ghar ka khana, ghar ka khana hota hain’. We decided to take that thought to the next level by setting the narrative about home-cooked food in a restaurant… We anticipate that the phrase, ‘Ghar ka khana, ghar ka khana hota hain’ will catch on in a big way and stay in people’s minds for years to come.”

  • Campaign for self-test under Emcure Pharmaceutical’s ‘Anemia Mukt Nari’

    Twinkle Khanna urges women to check their iron levels

    Emcure Pharmaceuticals announced the launch of ‘Unmask Anemia’, an initiative to create awareness around iron deficiency anaemia in India. In a video message released by Emcure, actress turned author Twinkle Khanna, who is also an advocate for women’s rights, draws interesting inferences around women empowerment from various ad campaigns. She also urges brands to join Emcure in spreading awareness about anaemia calling upon women to visit Unmask Anemia website (https://unmaskanemia.com/taketest) and take the self-test.

    Said Namita Thapar, Whole-time Director of Emcure Pharmaceuticals: “Despite advances in anemia interventions, its burden remains significant in India. Every second woman in the country suffers from iron deficiency anaemia, but the lack of awareness prevents timely diagnosis. Emcure has been trying to address this deficit of iron in women for many years and we are proud to have a strong woman like Twinkle Khanna supporting us in our endeavour. We hope that our initiative of ‘Unmask Anemia’ will help bring about awareness and an increase in anemia screening, diagnosis and treatment. We have been passionately doing a host of things around patient education and awareness, including a one-o-a-kind show on women’s health called ‘Uncondition Yourself’ on YouTube, and Unmask Anemia is an extension of such initiatives”

  •  The agency: TBWA\India

    JSW Paints digital film titled ‘Sundar Soch Ke Dekh’

    JSW Paints, part of the US$ 23 billion JSW Group, has unveiled its new ‘Think Beautiful’ digital campaign. It champions that real beauty resides in our thoughts and actions, notes a communique.

    Said AS Sundaresan, Joint MD, and CEO of JSW Paints: “Our Think Beautiful series of films show how being thoughtful can make our world much more beautiful. In this new Think Beautiful film, we bring out how today’s younger generation’s thoughtful and meaningful actions can help spread happiness around us and build a very inclusive society.”

    Added Govind Pandey, CEO, TBWA\India: “An inclusive gesture holds profound beauty, transcending boundaries and nurturing connections.”

    Said Russell Barrett, CCExpO, TBWA\India: “Think Beautiful is more than a baseline, it’s a platform idea. In this film we’ve explored yet another dimension of this platform and the transformative power of inclusivity, illustrating how even the smallest acts of kindness can catalyze positive change in society.”