ITV

Category: Ad Campaigns

  • Percept Pictures releases Youtube channel ‘Indian Chronicles’ and Musical Short Film on LGBTQ

    Percept Pictures releases Youtube channel ‘Indian Chronicles’ and Musical Short Film on LGBTQ

    MUMBAI: Percept Pictures has launched its new Musical Short Film on the contentious LGBTQ subject matter. “Just Begun” is an interesting journey of a young female couple as they embark on life together, with the journey transporting the viewer through flashes of reminiscence. The objective of the film is to convey the concept of Love in its purest form, break preconceived barriers, encourage liberation and support humanitarianism, with an ecstatic music track. The film makers claim to deal with an extremely sensitive issue, yet tackles it in the most tranquil and contemporary style with an aim to reach out to the vast global audience.

    Produced and directed by Percept Pictures, this short film continues to add to their repertoire of achievements following in the footsteps of their award winning short film (aids+b)2 which won the Best Film award at the Dada Saheb Phalke Film Festival 2016.

    Percept Pictures chief operating officer Danny Mamik said, “We were quite disturbed by the shootings in Orlando and wanted to do our bit to showcase our support for the LGBTQ community through a platform that could reach out to the masses. While brainstorming we came up with the idea of “LOVE IS THE OLDEST RELIGION”, and I was quite surprised to realize that there is no phrase coined like that till date. The phrase is so true and so apt for our world right now.”

    He further added, “Once we cracked the core concept, the execution and treatment of the video just flowed. The main thought that we want to communicate is that it doesn’t matter who you are or what your choices are, as long as there is Love, there should be no judgement.”

    Percept Pictures also announced the launch of its YouTube page, “Indian Chronicles”. This channel will serve as a dedicated platform to enable the youth to express themselves. Over the past year Percept Pictures has become a nurturing ground for young aspiring creative talent and ‘Indian Chronicles’ will offer an opportunity and platform for young budding creative talents across our country to showcase their skills and voice their opinions in a creative manner across any topic that is close to their heart.   

    The content of the channel will be three fold, viz:
    –  Cause Cinema
    –  Topical, Real stories
    –  A platform to showcase Talent – any person, anywhere in India who has talent can showcase their skills on Indian Chronicles

    Commented Danny, “At Percept Pictures we have always believed in giving the youth a chance to express themselves. The movie Pyar Mein Kabhi Kabhi is a prime example – Salim Suleimann, Vishal Shekhar, Shaan and many more had all debuted in that film. In keeping with that tradition and seeing that we are now truly in the digital age, we launched a channel on YouTube called Indian Chronicles with the sole purpose to offer youngsters a chance to express themselves. The content of the channel will be real, raw and topical. We don’t want to limit ourselves to only professionals of the film world…there are 1.2 billion people out there and each one has a story to tell. I believe that the audience is ready for real stories and that is what we will focus on via Indian Chronicles.”
     

  • Percept Pictures releases Youtube channel ‘Indian Chronicles’ and Musical Short Film on LGBTQ

    Percept Pictures releases Youtube channel ‘Indian Chronicles’ and Musical Short Film on LGBTQ

    MUMBAI: Percept Pictures has launched its new Musical Short Film on the contentious LGBTQ subject matter. “Just Begun” is an interesting journey of a young female couple as they embark on life together, with the journey transporting the viewer through flashes of reminiscence. The objective of the film is to convey the concept of Love in its purest form, break preconceived barriers, encourage liberation and support humanitarianism, with an ecstatic music track. The film makers claim to deal with an extremely sensitive issue, yet tackles it in the most tranquil and contemporary style with an aim to reach out to the vast global audience.

    Produced and directed by Percept Pictures, this short film continues to add to their repertoire of achievements following in the footsteps of their award winning short film (aids+b)2 which won the Best Film award at the Dada Saheb Phalke Film Festival 2016.

    Percept Pictures chief operating officer Danny Mamik said, “We were quite disturbed by the shootings in Orlando and wanted to do our bit to showcase our support for the LGBTQ community through a platform that could reach out to the masses. While brainstorming we came up with the idea of “LOVE IS THE OLDEST RELIGION”, and I was quite surprised to realize that there is no phrase coined like that till date. The phrase is so true and so apt for our world right now.”

    He further added, “Once we cracked the core concept, the execution and treatment of the video just flowed. The main thought that we want to communicate is that it doesn’t matter who you are or what your choices are, as long as there is Love, there should be no judgement.”

    Percept Pictures also announced the launch of its YouTube page, “Indian Chronicles”. This channel will serve as a dedicated platform to enable the youth to express themselves. Over the past year Percept Pictures has become a nurturing ground for young aspiring creative talent and ‘Indian Chronicles’ will offer an opportunity and platform for young budding creative talents across our country to showcase their skills and voice their opinions in a creative manner across any topic that is close to their heart.   

    The content of the channel will be three fold, viz:
    –  Cause Cinema
    –  Topical, Real stories
    –  A platform to showcase Talent – any person, anywhere in India who has talent can showcase their skills on Indian Chronicles

    Commented Danny, “At Percept Pictures we have always believed in giving the youth a chance to express themselves. The movie Pyar Mein Kabhi Kabhi is a prime example – Salim Suleimann, Vishal Shekhar, Shaan and many more had all debuted in that film. In keeping with that tradition and seeing that we are now truly in the digital age, we launched a channel on YouTube called Indian Chronicles with the sole purpose to offer youngsters a chance to express themselves. The content of the channel will be real, raw and topical. We don’t want to limit ourselves to only professionals of the film world…there are 1.2 billion people out there and each one has a story to tell. I believe that the audience is ready for real stories and that is what we will focus on via Indian Chronicles.”
     

  • ASCI upheld complaints against 67 out of 141 advertisements for violating code

    ASCI upheld complaints against 67 out of 141 advertisements for violating code

    MUMBAI:  In April 2016, the Advertising Standard Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 67 out of 141 advertisements.

    Out of 67 advertisements against which complaints were upheld, 27 belonged to the Healthcare & Personal Care category – this included a few ads on sex/sexual enhancement products, ten in the Food & Beverages category, seven in the E-commerce Category, four depicting Automotives, followed by four in the Education category and 15 advertisements from other categories.

    The CCC found the claims in 27 health and personal care product advertisements to be either misleading or false or not adequately or scientifically substantiated and hence violating ASCI’s code. Some of the health care products or services advertisements also contravened provisions of the Drug & Magic Remedies Act and Chapter 1.1 and III.4 of the ASCI Code. Complaints against the following advertisements which included Razorbill, Colgate-Palmolive (India), Pantene Shampoo, L’Oreal India Limited, Patanjali Ayurved Limited , and Hindustan Unilever Ltd were upheld

    Click here for the detailed report

    The list below is not the complete list

    Some of the complaints against ads in the healthcare segment that were upheld included

    Razorbill (RazorSlimAyurvedic Instant Slimming Capsules): The advertisement’s claims, ‘RazorSlimAyurvedic Instant Slimming Capsules’ and ‘No Exercise and No Diet’ were not substantiated and the before and after visuals in the advertisement were grossly misleading.

    Colgate-Palmolive (India) Ltd. (Colgate Herbal): The ambiguous presentation of the trademark ‘Colgate Herbal’ on packaging as two separate words and omission of the reference to trademark was misleading.

    Procter & Gamble Hygiene & Health Care Ltd. (Pantene Shampoo): The advertisement’s claim, Pantene is the ‘World’s No. 1 Hair Care Brand’, regardless of the disclaimer, is misleading by implication and ambiguity. It was not accepted, that the qualifier in the advertisement stating ‘Hair Care Category sirf shampoo aur conditioner se sambandhit’ is appropriate to validate the advertiser’s own categorisation of Hair care category which comprises of Shampoo, Conditioner and Hair Oils.

    L’Oreal India Limited (New Garnier White Complete Double Action Facewash): The advertisement on the pack claims, ‘instant whitening’ and ‘Gives 1 tone fairer looking skin in one wash’ were not substantiated. The TVC claim, ‘You think only cream can give you visible fairness? Think again …. This fights dark spots and gives instant whitening’, was misleading by implication.

    Hindustan Unilever Ltd. (Rexona Roll On): The advertisement of Rexona Roll On claim, ‘Ten times (10X) Protection’, was misleading by omission of qualifiers and reference to the comparison to talcum powder.

    Rajnish Hot Deals Pvt. Ltd. (Play Win Plus Capsules): The claim in the advertisement (in Marathi) ‘And, what continues the whole night? Quick results, one capsule one hour prior, get a surge of energy, for better results use PlayWin oil’, in the advertisement read in conjunction with the pack visual and the advertisement visual is misleading and implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Rajnish Hot Deals Pvt. Ltd. (Play Win Capsules): The advertisement’s claim, ‘Effect start from First Day Only’, was not substantiated with supporting product efficacy data, and is misleading. Also, the claims (in Marathi) as translated into English, ‘If you want to make your life happy! Then make your wife happy!!!’, ‘Play Win Capsules are effective for this kind of problems. Which can help you gain your power, stamina, strength’ and ‘Make your relationship stronger’, read in conjunction with the advertisement visual and pack visual implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Ayuway Herbal (Noni Wellness Drink): The claims in the advertisement (in Gujarati) as translated into English, ‘By taking Ayuway Herbal Noni daily in appropriate dose, the following stubborn diseases can be brought under control – Cancer, Arthritis, Blood circulation, Stomach ulcers, Muscle pain, Thyroid, Gas trouble, Diabetes, H.I.V., Skin problem’, ‘In many such diseases Ayuway Noni is beneficial’ and ‘100% money back guarantee’, were not substantiated and are misleading.  Also, specific to the claims with money back guarantee implying treatment/cure for Cancer, Arthritis, Diabetes, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Babuline Pharma Pvt. Ltd. (Babuline Carminative Water): The advertisement’s claim, ‘Five times faster than churan or tablet’ was not substantiated as there was no authentic evidence comparing the speed of action of the product versus any marketed product. Also, the claim in the advertisement, ‘Fit and Healthy’ was considered to be misleading by ambiguity.

    Vaidya Pritam Singh (Shiva Aushadhalaya): The advertisement (in Hindi) claiming to ‘Cure childless women with guarantee’, was not substantiated and is misleading by exaggeration.  Also, specific to the claims implying guaranteed cure for childless women (infertility), the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.

    A few complaints about ads in the F&B segment that were upheld included

    Patnajali Ayurved Ltd. (Patanjali Kachi Ghani Mustard Oil): The advertisement’s claim, ‘mustard oils are being adulterated with oil made by solvent extraction process with neurotoxin containing Hexane’, was not substantiated.  Also, the claim is grossly misleading by exaggeration.

    Kamla Kant & Company LLP (Rajshree Pan Masala): The advertisement themed blood donation features Anu Kapoor – a celebrity from the field of cinema for a product which has a health warning ‘Pan Masala is injurious to health’ and which cannot be purchased or used by minors, who are very likely to be exposed to the advertisement. The celebrity in the advertisement would have a significant influence on minors who are likely to emulate the celebrity in using the product. The advertisement contravened Chapter III.2 (e) of the ASCI Code which specifically states that advertisements ‘Should not feature personalities from the field of sports and entertainment for products which, by law, require a health warning such as ‘………….. is injurious to health’ in their advertising or packaging’. Also, the supers/statutory warning in the Hindi TVC were not legible and not in the same language as the audio of the TVC.

    DJ Group (Pan Bahar Pan Masala): The advertisement features Saif Ali Khan – a celebrity from the field of cinema for a product which has a health warning ‘Pan Masala is injurious to health’ and which cannot be purchased or used by minors, as minors are very likely to be exposed to the advertisement. The celebrity in the advertisement would have a significant influence on minors who are likely to emulate the celebrity in using the product. The advertisement contravened Chapter III.2 (e) of the ASCI Code which specifically states that advertisements ‘Should not feature personalities from the field of sports and entertainment for products which, by law, require a health warning such as ‘………….. is injurious to health’ in their advertising or packaging’. Also, the advertisement is misleading by omission of an appropriate disclaimer/statutory warning.

    Meeka Restaurants Private Limited (Nando’s Chicken): The statements in the advertisement, ‘Try something you can grab with both hands’ and ‘We don’t mind if you go on to touch our buns, breasts or thighs’, are sexually suggestive and objectifies female body parts, which is likely in the generally prevailing standards of decency to cause grave and widespread offence.

    Kellogg India P. Ltd. (Kelloggs Chocos Mascot in Chota Bheem): The advertisement’s claim, ‘Kellogg’s chocos – Isse behetar kya ho sakta hai’ implies that Kellogg’s Chocos is recommended as a better food option and can be had several times. The advertisement hence contravened the Guidelines on Advertising of Food and Beverages (Clause # 3 and #7 – (‘Advertisements should not disparage good dietary practice or the selection of options, such as fresh fruits and vegetables that accepted dietary opinion recommends should form part of the normal diet’, ‘Advertisements for food and beverages unless nutritionally designed as such should not be promoted or portrayed as meal replacement.’).

    Hindustan Unilever Ltd. (Knorr Classic Thick Tomato Soup): The advertisement’s claim, ‘Knorr chefs have handpicked the best quality vegetables’ was not substantiated and is misleading by implication, given that the product is made on a mass production scale and not customized or personalized.

    A few complaints about ads in the eCommerce segment that were upheld included

    One Mobikwik Systems Pvt. Ltd. (Mobikwik Rs. 20 Cashback Offer): The advertisement’s claim, ‘Rs 20 cashback’ was misleading by ambiguity and omission of complete disclaimer.

    One Mobikwik Systems Pvt. Ltd. (Mobikwik) (Get Rs 500 Cashback): The advertisement’s claim, ‘Pay via Mobikwik (Get Rs. 500 Cashback)’ was misleading by ambiguity and omission of a qualifier.

    Uber India (Uber Taxi Service – Distance Surcharge): The advertisement was misleading by omission of the mention of applicable additional charges (i.e. distance surcharge) per trip along with the fares on the website.

    One97 Communications Limited (Paytm): The advertisement’s claim, ‘24/7’ is misleading by ambiguity and omission of the details of the specific services for which the claim is valid.

    Astrologerad.com: The claims in the advertisement (in Gujarati) guaranteeing sure solutions for problems such as infertility, marital discord, winning a lottery, were false and misleading by exaggeration. The advertisement exploits the consumers’ lack of knowledge and is likely to lead to grave or widespread disappointment in the minds of consumers.

    Bankbazaar.com (Bhartiya Jan Dhan Credit Scheme): The advertisement of Bhartiya Jan Dhan Credit Scheme was posing like a Government scheme and was misleading the consumers by ambiguity and implication.

    A few complaints about ads depicting Automotives that were upheld included

    Nissan Motors India Pvt. Ltd.  (Nissan Sunny): The scenes in advertisement showing the ‘driver speaking on the phone’, ‘vehicles coming from the wrong sides’,  ’car overtaking from  the wrong side’, and the last scene of the ‘driver not wearing the seat belt’, shows / encourages dangerous / unsafe practices and manifests a disregard for safety.

    Apollo Tyres Ltd. (Apollo Tyres for Scooters): The scene in the advertisement showing, albeit for a short time, the ‘protagonist riding the scooter on the footpath to get ahead of the blocked traffic’, shows / encourages an unsafe practice, and also portrays violation of Traffic Rules.

    Hamilton Housewares Pvt. Ltd. (Milton i Fresh – 100 percent  Leakproof Lunch Boxes): The advertisement showcasing rash driving to demonstrate 100 percent Leakproof Lunch Boxes depicts speed and manoeuvrability in a manner which encourages unsafe and reckless driving and manifests a disregard for safety and encourages negligence.

    Amazon.com Inc. (Amazon – Friendly Customer Service): The visual in advertisement, ‘a pillion rider on a bike without a helmet’ as depicted in the advertisement shows violation of traffic rules and also is an unsafe practice.

    Education sector

    The CCC found following claims in the advertisements by 4 different advertisers were not substantiated and, thus, violated ASCI Guidelines for Advertising of Educational Institutions. Hence complaints against these advertisements were UPHELD.

    New Delhi Institute of Management: The advertisement’s claim, ‘A+++ with Average Salary in S2 Grade (Rs.5.0-Rs.9.9 Lakh)’, was not substantiated with evidence to prove that the individual students were indeed given the salary offer. Further, the advertisement’s claim, ‘100 percent Finest Placements since Inception’, was not substantiated with authentic data. In addition, the advertisement’s claim, ‘15th Best Placements in India’ was not substantiated with authentic comparative data. Also, the claims are misleading by ambiguity in the absence of any disclaimers.

    Test Cracker  Education Private  Limited   (Test Cracker – CAT  2016 coaching): The advertisement’s claims, ‘95 % Guarantee in CAT 2016’,  ’Srikant is the Bangalore topper in CAT 2015’,  ’Best Results in CAT 2015’ and ‘Ashank Dubey the best Quant faculty in India’,  were not substantiated and are misleading by exaggeration.

    S.Tech Group of Education (S Tech I.T School): The advertisement’s claim, ‘No. 1 Biggest Campus’, was not substantiated and is misleading.

    British Fort Foundation (British Institute): The advertisement’s claim, ‘Award in USA’, was not substantiated and is misleading.

    Others

    Reckitt Benckiser (India) Pvt. Ltd. (Mortein Insta5): As for the absence of the word ‘mosquitoes’ in the tagline of the advertisement of Mortein Insta5, the claim, ‘Relief from Dengue in just 5 minutes’ was misleading by ambiguity.

    Pernod Ricard India P. Ltd. (Seagram’s Royal Stag): The advertiser did not provide the annual market sales data of the product/service ‘Royal Stag Mega Music’, which was advertised. It was concluded that the advertisement was a surrogate advertisement for a promotion of a liquor product – Royal Stag.

    Whirpool of India Ltd. (Whirlpool 3D Cool Xtreme AC): The advertisement’s claim, ‘3 times more powerful cooling’ is proven in terms of air throw distance, but not in terms of speed of cooling the room. The claim was not adequately substantiated and is misleading by ambiguity. Further, the advertisement’s claim, ‘6th Sense Climate control’ was not adequately substantiated and is misleading by implication. The advertisement also claims, ‘cools the room instantly’ which was not substantiated and misleading by exaggeration. Also, the advertisement’s claim, ‘Health protection’ was not adequately substantiated and is misleading by implication.

    Idea Cellular Ltd. (Idea 3G 900): The advertisement’s claims, ‘Jam free network’ and ‘Adwiteeya internet indoor coverage (second to none internet indoor coverage)’, were not substantiated by comparative data of other service providers and were misleading by ambiguity.

    Idea Cellular Ltd. (Idea 3G): The advertisement states, ‘Idea 3G’ in Baharpur village where the 3G service is not being offered was misleading by omission of an appropriate disclaimer. Also, the advertisement exploits the consumers’ lack of knowledge and is likely to lead to grave or widespread disappointment in the minds of consumers.

    Reliance Industries Ltd. (Reliance Jio Infocomm): The advertisement’s claim, ‘Financial year 2016-17 will be the first full year of commercial operations of its Reliance Jio’,  is factually wrong and likely to mislead the consumers as the advertiser has not started their commercial services.

    Aircel Ltd. (Aircel): The advertisement’s claim, ‘RC 32 1.2p/2 sec STD+LOC 90 D’, was false and misleading.

    Suzuki Motorcycle India Pvt. Ltd. (Suzuki Gixxer): The advertisement’s claim, Suzuki Gixxer is ‘Most Awarded Bike of the Year 2015-16’, with the picture of 19 awards shown at the bottom of the advertisement, was false and misleading, as Suzuki Gixxerhas won only 6 awards in 2015-16.

    Shwas Homes Pvt. Ltd: The advertisement’s claim, ‘Aluva Railway station & Metro station is just a cigarette distance away’ was not adequately substantiated and is misleading by ambiguity.

    12. Sri Vedic Pratisthan (Rashi Bhagya Ratna): The advertisement’s claims, ‘If you possess RashiRatna (5.25 ‘Rati’ RashiRatna) thousands of rupees, you can become quickly fortunate and receive miraculous betterment, health, accomplishment and ‘Buy our talisman in just Rs.525/- and become fortunate to get your wishes fulfilled. Be profited by using it for job, success in business, conquest of enemy, dream marriage and love’, were not substantiated and are misleading by exaggeration. The advertisement exploits the consumers’ lack of knowledge and is likely to lead to grave or widespread disappointment in the minds of consumers.

    Agarwal D2D Packers and Movers: The advertisement’s claim, ’60 percent of the people in the country shift through us’, was not substantiated and is misleading.

    Tata Motors Ltd. (Tata Signa): The advertisement’s claims, ‘Higher Productivity through improved comfort and fleet utilization’, ‘Superior incab experience’, ‘Fleetman. Fleet telematics for higher productivity. In-built telematics’ and ‘Proven and reliable driving’, were not substantiated by submission of claim support data as to how the advertised product is better as claimed. Also, the claims were misleading by omission of a reference to the comparison being made.

     

  • ASCI upheld complaints against 67 out of 141 advertisements for violating code

    ASCI upheld complaints against 67 out of 141 advertisements for violating code

    MUMBAI:  In April 2016, the Advertising Standard Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 67 out of 141 advertisements.

    Out of 67 advertisements against which complaints were upheld, 27 belonged to the Healthcare & Personal Care category – this included a few ads on sex/sexual enhancement products, ten in the Food & Beverages category, seven in the E-commerce Category, four depicting Automotives, followed by four in the Education category and 15 advertisements from other categories.

    The CCC found the claims in 27 health and personal care product advertisements to be either misleading or false or not adequately or scientifically substantiated and hence violating ASCI’s code. Some of the health care products or services advertisements also contravened provisions of the Drug & Magic Remedies Act and Chapter 1.1 and III.4 of the ASCI Code. Complaints against the following advertisements which included Razorbill, Colgate-Palmolive (India), Pantene Shampoo, L’Oreal India Limited, Patanjali Ayurved Limited , and Hindustan Unilever Ltd were upheld

    Click here for the detailed report

    The list below is not the complete list

    Some of the complaints against ads in the healthcare segment that were upheld included

    Razorbill (RazorSlimAyurvedic Instant Slimming Capsules): The advertisement’s claims, ‘RazorSlimAyurvedic Instant Slimming Capsules’ and ‘No Exercise and No Diet’ were not substantiated and the before and after visuals in the advertisement were grossly misleading.

    Colgate-Palmolive (India) Ltd. (Colgate Herbal): The ambiguous presentation of the trademark ‘Colgate Herbal’ on packaging as two separate words and omission of the reference to trademark was misleading.

    Procter & Gamble Hygiene & Health Care Ltd. (Pantene Shampoo): The advertisement’s claim, Pantene is the ‘World’s No. 1 Hair Care Brand’, regardless of the disclaimer, is misleading by implication and ambiguity. It was not accepted, that the qualifier in the advertisement stating ‘Hair Care Category sirf shampoo aur conditioner se sambandhit’ is appropriate to validate the advertiser’s own categorisation of Hair care category which comprises of Shampoo, Conditioner and Hair Oils.

    L’Oreal India Limited (New Garnier White Complete Double Action Facewash): The advertisement on the pack claims, ‘instant whitening’ and ‘Gives 1 tone fairer looking skin in one wash’ were not substantiated. The TVC claim, ‘You think only cream can give you visible fairness? Think again …. This fights dark spots and gives instant whitening’, was misleading by implication.

    Hindustan Unilever Ltd. (Rexona Roll On): The advertisement of Rexona Roll On claim, ‘Ten times (10X) Protection’, was misleading by omission of qualifiers and reference to the comparison to talcum powder.

    Rajnish Hot Deals Pvt. Ltd. (Play Win Plus Capsules): The claim in the advertisement (in Marathi) ‘And, what continues the whole night? Quick results, one capsule one hour prior, get a surge of energy, for better results use PlayWin oil’, in the advertisement read in conjunction with the pack visual and the advertisement visual is misleading and implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Rajnish Hot Deals Pvt. Ltd. (Play Win Capsules): The advertisement’s claim, ‘Effect start from First Day Only’, was not substantiated with supporting product efficacy data, and is misleading. Also, the claims (in Marathi) as translated into English, ‘If you want to make your life happy! Then make your wife happy!!!’, ‘Play Win Capsules are effective for this kind of problems. Which can help you gain your power, stamina, strength’ and ‘Make your relationship stronger’, read in conjunction with the advertisement visual and pack visual implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Ayuway Herbal (Noni Wellness Drink): The claims in the advertisement (in Gujarati) as translated into English, ‘By taking Ayuway Herbal Noni daily in appropriate dose, the following stubborn diseases can be brought under control – Cancer, Arthritis, Blood circulation, Stomach ulcers, Muscle pain, Thyroid, Gas trouble, Diabetes, H.I.V., Skin problem’, ‘In many such diseases Ayuway Noni is beneficial’ and ‘100% money back guarantee’, were not substantiated and are misleading.  Also, specific to the claims with money back guarantee implying treatment/cure for Cancer, Arthritis, Diabetes, the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Babuline Pharma Pvt. Ltd. (Babuline Carminative Water): The advertisement’s claim, ‘Five times faster than churan or tablet’ was not substantiated as there was no authentic evidence comparing the speed of action of the product versus any marketed product. Also, the claim in the advertisement, ‘Fit and Healthy’ was considered to be misleading by ambiguity.

    Vaidya Pritam Singh (Shiva Aushadhalaya): The advertisement (in Hindi) claiming to ‘Cure childless women with guarantee’, was not substantiated and is misleading by exaggeration.  Also, specific to the claims implying guaranteed cure for childless women (infertility), the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.

    A few complaints about ads in the F&B segment that were upheld included

    Patnajali Ayurved Ltd. (Patanjali Kachi Ghani Mustard Oil): The advertisement’s claim, ‘mustard oils are being adulterated with oil made by solvent extraction process with neurotoxin containing Hexane’, was not substantiated.  Also, the claim is grossly misleading by exaggeration.

    Kamla Kant & Company LLP (Rajshree Pan Masala): The advertisement themed blood donation features Anu Kapoor – a celebrity from the field of cinema for a product which has a health warning ‘Pan Masala is injurious to health’ and which cannot be purchased or used by minors, who are very likely to be exposed to the advertisement. The celebrity in the advertisement would have a significant influence on minors who are likely to emulate the celebrity in using the product. The advertisement contravened Chapter III.2 (e) of the ASCI Code which specifically states that advertisements ‘Should not feature personalities from the field of sports and entertainment for products which, by law, require a health warning such as ‘………….. is injurious to health’ in their advertising or packaging’. Also, the supers/statutory warning in the Hindi TVC were not legible and not in the same language as the audio of the TVC.

    DJ Group (Pan Bahar Pan Masala): The advertisement features Saif Ali Khan – a celebrity from the field of cinema for a product which has a health warning ‘Pan Masala is injurious to health’ and which cannot be purchased or used by minors, as minors are very likely to be exposed to the advertisement. The celebrity in the advertisement would have a significant influence on minors who are likely to emulate the celebrity in using the product. The advertisement contravened Chapter III.2 (e) of the ASCI Code which specifically states that advertisements ‘Should not feature personalities from the field of sports and entertainment for products which, by law, require a health warning such as ‘………….. is injurious to health’ in their advertising or packaging’. Also, the advertisement is misleading by omission of an appropriate disclaimer/statutory warning.

    Meeka Restaurants Private Limited (Nando’s Chicken): The statements in the advertisement, ‘Try something you can grab with both hands’ and ‘We don’t mind if you go on to touch our buns, breasts or thighs’, are sexually suggestive and objectifies female body parts, which is likely in the generally prevailing standards of decency to cause grave and widespread offence.

    Kellogg India P. Ltd. (Kelloggs Chocos Mascot in Chota Bheem): The advertisement’s claim, ‘Kellogg’s chocos – Isse behetar kya ho sakta hai’ implies that Kellogg’s Chocos is recommended as a better food option and can be had several times. The advertisement hence contravened the Guidelines on Advertising of Food and Beverages (Clause # 3 and #7 – (‘Advertisements should not disparage good dietary practice or the selection of options, such as fresh fruits and vegetables that accepted dietary opinion recommends should form part of the normal diet’, ‘Advertisements for food and beverages unless nutritionally designed as such should not be promoted or portrayed as meal replacement.’).

    Hindustan Unilever Ltd. (Knorr Classic Thick Tomato Soup): The advertisement’s claim, ‘Knorr chefs have handpicked the best quality vegetables’ was not substantiated and is misleading by implication, given that the product is made on a mass production scale and not customized or personalized.

    A few complaints about ads in the eCommerce segment that were upheld included

    One Mobikwik Systems Pvt. Ltd. (Mobikwik Rs. 20 Cashback Offer): The advertisement’s claim, ‘Rs 20 cashback’ was misleading by ambiguity and omission of complete disclaimer.

    One Mobikwik Systems Pvt. Ltd. (Mobikwik) (Get Rs 500 Cashback): The advertisement’s claim, ‘Pay via Mobikwik (Get Rs. 500 Cashback)’ was misleading by ambiguity and omission of a qualifier.

    Uber India (Uber Taxi Service – Distance Surcharge): The advertisement was misleading by omission of the mention of applicable additional charges (i.e. distance surcharge) per trip along with the fares on the website.

    One97 Communications Limited (Paytm): The advertisement’s claim, ‘24/7’ is misleading by ambiguity and omission of the details of the specific services for which the claim is valid.

    Astrologerad.com: The claims in the advertisement (in Gujarati) guaranteeing sure solutions for problems such as infertility, marital discord, winning a lottery, were false and misleading by exaggeration. The advertisement exploits the consumers’ lack of knowledge and is likely to lead to grave or widespread disappointment in the minds of consumers.

    Bankbazaar.com (Bhartiya Jan Dhan Credit Scheme): The advertisement of Bhartiya Jan Dhan Credit Scheme was posing like a Government scheme and was misleading the consumers by ambiguity and implication.

    A few complaints about ads depicting Automotives that were upheld included

    Nissan Motors India Pvt. Ltd.  (Nissan Sunny): The scenes in advertisement showing the ‘driver speaking on the phone’, ‘vehicles coming from the wrong sides’,  ’car overtaking from  the wrong side’, and the last scene of the ‘driver not wearing the seat belt’, shows / encourages dangerous / unsafe practices and manifests a disregard for safety.

    Apollo Tyres Ltd. (Apollo Tyres for Scooters): The scene in the advertisement showing, albeit for a short time, the ‘protagonist riding the scooter on the footpath to get ahead of the blocked traffic’, shows / encourages an unsafe practice, and also portrays violation of Traffic Rules.

    Hamilton Housewares Pvt. Ltd. (Milton i Fresh – 100 percent  Leakproof Lunch Boxes): The advertisement showcasing rash driving to demonstrate 100 percent Leakproof Lunch Boxes depicts speed and manoeuvrability in a manner which encourages unsafe and reckless driving and manifests a disregard for safety and encourages negligence.

    Amazon.com Inc. (Amazon – Friendly Customer Service): The visual in advertisement, ‘a pillion rider on a bike without a helmet’ as depicted in the advertisement shows violation of traffic rules and also is an unsafe practice.

    Education sector

    The CCC found following claims in the advertisements by 4 different advertisers were not substantiated and, thus, violated ASCI Guidelines for Advertising of Educational Institutions. Hence complaints against these advertisements were UPHELD.

    New Delhi Institute of Management: The advertisement’s claim, ‘A+++ with Average Salary in S2 Grade (Rs.5.0-Rs.9.9 Lakh)’, was not substantiated with evidence to prove that the individual students were indeed given the salary offer. Further, the advertisement’s claim, ‘100 percent Finest Placements since Inception’, was not substantiated with authentic data. In addition, the advertisement’s claim, ‘15th Best Placements in India’ was not substantiated with authentic comparative data. Also, the claims are misleading by ambiguity in the absence of any disclaimers.

    Test Cracker  Education Private  Limited   (Test Cracker – CAT  2016 coaching): The advertisement’s claims, ‘95 % Guarantee in CAT 2016’,  ’Srikant is the Bangalore topper in CAT 2015’,  ’Best Results in CAT 2015’ and ‘Ashank Dubey the best Quant faculty in India’,  were not substantiated and are misleading by exaggeration.

    S.Tech Group of Education (S Tech I.T School): The advertisement’s claim, ‘No. 1 Biggest Campus’, was not substantiated and is misleading.

    British Fort Foundation (British Institute): The advertisement’s claim, ‘Award in USA’, was not substantiated and is misleading.

    Others

    Reckitt Benckiser (India) Pvt. Ltd. (Mortein Insta5): As for the absence of the word ‘mosquitoes’ in the tagline of the advertisement of Mortein Insta5, the claim, ‘Relief from Dengue in just 5 minutes’ was misleading by ambiguity.

    Pernod Ricard India P. Ltd. (Seagram’s Royal Stag): The advertiser did not provide the annual market sales data of the product/service ‘Royal Stag Mega Music’, which was advertised. It was concluded that the advertisement was a surrogate advertisement for a promotion of a liquor product – Royal Stag.

    Whirpool of India Ltd. (Whirlpool 3D Cool Xtreme AC): The advertisement’s claim, ‘3 times more powerful cooling’ is proven in terms of air throw distance, but not in terms of speed of cooling the room. The claim was not adequately substantiated and is misleading by ambiguity. Further, the advertisement’s claim, ‘6th Sense Climate control’ was not adequately substantiated and is misleading by implication. The advertisement also claims, ‘cools the room instantly’ which was not substantiated and misleading by exaggeration. Also, the advertisement’s claim, ‘Health protection’ was not adequately substantiated and is misleading by implication.

    Idea Cellular Ltd. (Idea 3G 900): The advertisement’s claims, ‘Jam free network’ and ‘Adwiteeya internet indoor coverage (second to none internet indoor coverage)’, were not substantiated by comparative data of other service providers and were misleading by ambiguity.

    Idea Cellular Ltd. (Idea 3G): The advertisement states, ‘Idea 3G’ in Baharpur village where the 3G service is not being offered was misleading by omission of an appropriate disclaimer. Also, the advertisement exploits the consumers’ lack of knowledge and is likely to lead to grave or widespread disappointment in the minds of consumers.

    Reliance Industries Ltd. (Reliance Jio Infocomm): The advertisement’s claim, ‘Financial year 2016-17 will be the first full year of commercial operations of its Reliance Jio’,  is factually wrong and likely to mislead the consumers as the advertiser has not started their commercial services.

    Aircel Ltd. (Aircel): The advertisement’s claim, ‘RC 32 1.2p/2 sec STD+LOC 90 D’, was false and misleading.

    Suzuki Motorcycle India Pvt. Ltd. (Suzuki Gixxer): The advertisement’s claim, Suzuki Gixxer is ‘Most Awarded Bike of the Year 2015-16’, with the picture of 19 awards shown at the bottom of the advertisement, was false and misleading, as Suzuki Gixxerhas won only 6 awards in 2015-16.

    Shwas Homes Pvt. Ltd: The advertisement’s claim, ‘Aluva Railway station & Metro station is just a cigarette distance away’ was not adequately substantiated and is misleading by ambiguity.

    12. Sri Vedic Pratisthan (Rashi Bhagya Ratna): The advertisement’s claims, ‘If you possess RashiRatna (5.25 ‘Rati’ RashiRatna) thousands of rupees, you can become quickly fortunate and receive miraculous betterment, health, accomplishment and ‘Buy our talisman in just Rs.525/- and become fortunate to get your wishes fulfilled. Be profited by using it for job, success in business, conquest of enemy, dream marriage and love’, were not substantiated and are misleading by exaggeration. The advertisement exploits the consumers’ lack of knowledge and is likely to lead to grave or widespread disappointment in the minds of consumers.

    Agarwal D2D Packers and Movers: The advertisement’s claim, ’60 percent of the people in the country shift through us’, was not substantiated and is misleading.

    Tata Motors Ltd. (Tata Signa): The advertisement’s claims, ‘Higher Productivity through improved comfort and fleet utilization’, ‘Superior incab experience’, ‘Fleetman. Fleet telematics for higher productivity. In-built telematics’ and ‘Proven and reliable driving’, were not substantiated by submission of claim support data as to how the advertised product is better as claimed. Also, the claims were misleading by omission of a reference to the comparison being made.

     

  • Mukta A2 Cinemas launched a new ad campaign

    Mukta A2 Cinemas launched a new ad campaign

    MUMBAI: Mukta A2 Cinemas has launched a new ad on its YouTube Channel giving an inroad to the progressive journey of Mukta A2 Cinemas coupled with customer feedback.

    Movies are no more an element just to be enjoyed with friends, but they are now more of an occasion to be enjoyed and celebrated with friends, family and colleagues. The cinema chain has captured the same emotion in the ad campaign. Mukta A2 Cinemas always has taken deep interest towards catering to the needs of its fan base with its lively theatres and extraordinary F&B services. People not only plan on the movie they want to watch, but also where, when, with who and what they will eat at the cinema etc. Over the years, Mukta A2 Cinemas has emerged as one-stop destination across age groups and all ethnicities and a place to bond over the first love of Indians, movies claims a Mukta release.

    Mukta A2 Cinemas says that it is growing by leaps and bounds with its presence in 12 cities, 33 screens and upcoming projects all over India. Internationally the chain will be launching cinemas in Bahrain within the year. With multiplexes in Mumbai, Sailu, Baroda, Ahmedabad, Gulbarga, Banswara, Sailu, Vizag, Sangli, Hyderabad, Bhopal, Kundli and Rajpipla it plans to open properties in Aurangabad, Dehradun, Navi Mumbai- Panvel, Ahmedabad, Gurgaon, Ambarnath and Pune. Not just this, it also plans to spread its legs and open the first international property in Bahrain by end of this year which is spread across 6 screens.

  • Mukta A2 Cinemas launched a new ad campaign

    Mukta A2 Cinemas launched a new ad campaign

    MUMBAI: Mukta A2 Cinemas has launched a new ad on its YouTube Channel giving an inroad to the progressive journey of Mukta A2 Cinemas coupled with customer feedback.

    Movies are no more an element just to be enjoyed with friends, but they are now more of an occasion to be enjoyed and celebrated with friends, family and colleagues. The cinema chain has captured the same emotion in the ad campaign. Mukta A2 Cinemas always has taken deep interest towards catering to the needs of its fan base with its lively theatres and extraordinary F&B services. People not only plan on the movie they want to watch, but also where, when, with who and what they will eat at the cinema etc. Over the years, Mukta A2 Cinemas has emerged as one-stop destination across age groups and all ethnicities and a place to bond over the first love of Indians, movies claims a Mukta release.

    Mukta A2 Cinemas says that it is growing by leaps and bounds with its presence in 12 cities, 33 screens and upcoming projects all over India. Internationally the chain will be launching cinemas in Bahrain within the year. With multiplexes in Mumbai, Sailu, Baroda, Ahmedabad, Gulbarga, Banswara, Sailu, Vizag, Sangli, Hyderabad, Bhopal, Kundli and Rajpipla it plans to open properties in Aurangabad, Dehradun, Navi Mumbai- Panvel, Ahmedabad, Gurgaon, Ambarnath and Pune. Not just this, it also plans to spread its legs and open the first international property in Bahrain by end of this year which is spread across 6 screens.

  • A free cup of tea with Brooke Bond Red Lebel

    A free cup of tea with Brooke Bond Red Lebel

    MUMBAI: Meeting for a cup of tea is usually an excuse to connect with people, catch up with the old ones’ and explore new connections. But, what if you land on a couch opposite a sex worker, would you stay and talk or just walk away? Ogilvy and Mather conducted a social experiment on a busy morning at Churchgate station, Mumbai to find out.

    Hindustan Unilever has rolled out its campaign for Brooke Bond Red Label tea, Taste of togetherness. The video starts with setting up a booth on the busy station serving a free cup of tea to passengers.  An insurance agent walks in the booth and sits to have tea, while another lady joins her and begins the conversation. While in the conversation, the insurance woman finds out that other lady is a sex worker. The awkwardness can be seen on the agents’ face, but she could not walk away in between tea and continues to share the table with the sex worker. It all warms up when the agent finds out about sex worker’s daughter and how concerned she is about her.

    public://Screen Shot 2016-07-03 at 11.28.35 PM.png
    “The brand has developed campaigns concerning various issues like Hindu-Muslim neighbors and live-in relationships. It claims to have a purpose and through the campaigns it is attempting to build that image.” Says Ogilvy and Mather SVP Abhik Santara.

    The recent two minutes 24 seconds campaign is directed and produced by maker of Ship of Theseus- Anand Gandhi and conceptualized by Ogilvy and Mather. The production team had set up a booth a night before the experiment. With the pouring rush on a weekday morning, the booth attracted many people to drop in for a free cup of tea. It had a hidden camera set up, where people’s reactions were captured. According to the production, there were mixed reaction when people confronted the sex worker. Some people just walked away and some stayed.

    public://Screen Shot 2016-07-03 at 11.27.57 PM.png

    “The whole of idea of designing such a campaign for a tea product is that it’s a ice breaker. In the Indian context, when someone sits over a tea its personalized and people tend to share” said Ogilvy and Mather ECD Hrashad Rajadhakshya. Tea is called a social lubricant and the brand has tried to break these social barriers through putting across the table. Santara shared that many people just walked away on face, but some that stayed and spoke to the lady realized that no matter what her job was, the sex worker had as normal life like any of us.

    “We have always involved in such campaign because Hindutan Lever has a whole has a purpose to it and through the campaigns like these we convey them to our consumers,” added Karmakar. The basic marketing strategy adopted in the campaigns is to reach out to people on a emotional note by breaking these usual taboos.

    public://Screen Shot 2016-07-03 at 11.22.33 PM.png

    On choosing this particular clip, Santara said that it showed the connection between two women irrespective of their professions. How the insurance agent feels when she finds out about the sex worker’s daughter and how she is equally concerned about her daughter like any other normal parent. The campaign is titled Taste Of Togetherness – That Kind Of A Woman, this showed her first reaction.

    According to the makers, they are laying out many more such campaigns and we might also see more clips from the same experiment. The campaign will only launch on the digital platform. There are separate television- specific advertisements made.

    The advertisement surely leaves an impact on viewers and brings forth the thought to stay and talk or walk away? And how someone like a sex worker can be treated so differently from us? Such campaigns certainly make people to stop and think. Digital platforms have given space to brands to walk out of conventional problem solution promotions.

  • A free cup of tea with Brooke Bond Red Lebel

    A free cup of tea with Brooke Bond Red Lebel

    MUMBAI: Meeting for a cup of tea is usually an excuse to connect with people, catch up with the old ones’ and explore new connections. But, what if you land on a couch opposite a sex worker, would you stay and talk or just walk away? Ogilvy and Mather conducted a social experiment on a busy morning at Churchgate station, Mumbai to find out.

    Hindustan Unilever has rolled out its campaign for Brooke Bond Red Label tea, Taste of togetherness. The video starts with setting up a booth on the busy station serving a free cup of tea to passengers.  An insurance agent walks in the booth and sits to have tea, while another lady joins her and begins the conversation. While in the conversation, the insurance woman finds out that other lady is a sex worker. The awkwardness can be seen on the agents’ face, but she could not walk away in between tea and continues to share the table with the sex worker. It all warms up when the agent finds out about sex worker’s daughter and how concerned she is about her.

    public://Screen Shot 2016-07-03 at 11.28.35 PM.png
    “The brand has developed campaigns concerning various issues like Hindu-Muslim neighbors and live-in relationships. It claims to have a purpose and through the campaigns it is attempting to build that image.” Says Ogilvy and Mather SVP Abhik Santara.

    The recent two minutes 24 seconds campaign is directed and produced by maker of Ship of Theseus- Anand Gandhi and conceptualized by Ogilvy and Mather. The production team had set up a booth a night before the experiment. With the pouring rush on a weekday morning, the booth attracted many people to drop in for a free cup of tea. It had a hidden camera set up, where people’s reactions were captured. According to the production, there were mixed reaction when people confronted the sex worker. Some people just walked away and some stayed.

    public://Screen Shot 2016-07-03 at 11.27.57 PM.png

    “The whole of idea of designing such a campaign for a tea product is that it’s a ice breaker. In the Indian context, when someone sits over a tea its personalized and people tend to share” said Ogilvy and Mather ECD Hrashad Rajadhakshya. Tea is called a social lubricant and the brand has tried to break these social barriers through putting across the table. Santara shared that many people just walked away on face, but some that stayed and spoke to the lady realized that no matter what her job was, the sex worker had as normal life like any of us.

    “We have always involved in such campaign because Hindutan Lever has a whole has a purpose to it and through the campaigns like these we convey them to our consumers,” added Karmakar. The basic marketing strategy adopted in the campaigns is to reach out to people on a emotional note by breaking these usual taboos.

    public://Screen Shot 2016-07-03 at 11.22.33 PM.png

    On choosing this particular clip, Santara said that it showed the connection between two women irrespective of their professions. How the insurance agent feels when she finds out about the sex worker’s daughter and how she is equally concerned about her daughter like any other normal parent. The campaign is titled Taste Of Togetherness – That Kind Of A Woman, this showed her first reaction.

    According to the makers, they are laying out many more such campaigns and we might also see more clips from the same experiment. The campaign will only launch on the digital platform. There are separate television- specific advertisements made.

    The advertisement surely leaves an impact on viewers and brings forth the thought to stay and talk or walk away? And how someone like a sex worker can be treated so differently from us? Such campaigns certainly make people to stop and think. Digital platforms have given space to brands to walk out of conventional problem solution promotions.

  • Housing.com bets on advertising dollars from the real estate industry

    Housing.com bets on advertising dollars from the real estate industry

    MUMBAI: Earlier in May, real estate portal Housing.com had stirred up the market after announcing a 200 percent revenue growth month-on-month with a target to hit USD 10 million by the end of this financial year. For those who have been following the company’s progress since its inception in 2012, the figures show a great improvement since the start-up’s nationwide launch in 2015.

    After co-founder Rahul Yadav’s exit from the company made several headlines last year, a cloud of uncertainty was hanging over the real estate tech giant. Acting quickly to counter this and wave away any doubts from investors, the company made a slew of upper management changes – right from the CEO to the CMO of the company.

    Along with this came a sharp shift in the company’s business strategy. Housing.com users could no longer look apartments for rent on the site; it was solely dedicated to buying and selling of properties.

    “We never thought of ourselves as a classifieds company or a mere listings aggregator. We are much more than just a search and discovery platform. We are a true product and tech company which is using technology to solve the real estate buying and selling problem in India,” clarified its chief marketing officer Nikhil Rungta, who joined Housing.com in November last year.

    This new focus on buying and selling strengthened the portal’s opportunity to monetize itself through advertising. With close to 4 million visits per month, Housing.com is now one of the largest online platforms in India. If the figures shared by the company are to be believed, Housing.com has a larger reach than many English dailies in the country. So naturally there is an opportunity for the real estate companies to use this platform to promote their brand and their projects amongst a target audience, which has a very high intent towards buying property.

    The company launched a series of digital advertising products for developers and brokers to provide maximum customer exposure and return on investment for their home sales efforts.

    The new strategy seemed to have clicked for the company, to churn out 200 per cent growth in revenues each month. “We are delighted with the response we are seeing in the market and are confident about the company’s revenue position in the future. To achieve such a strong performance when the real estate sector is going through tough times is a testament to the value that Housing.com as a company and platform is delivering to stakeholders,” said Housing.com CEO Jason Kothari.

    Divulging on the types of different products Housing.com has to offer to its client, Rungta shared, “From products which help in brand building to performance products which drive leads and sales. For example, we recently launched India’s first ‘Privilege Price Card’ (PPC) for the real estate sector. It is a unique product that helps buyers get access to some of the best deals and special prices on properties across India enabling them to buy their dream home. We believe that the PPC has the potential to transform the way homes will be bought and sold in India, both, for homebuyers and developers.”

    In addition, the company offered customized digital marketing services to large developers to more effectively and efficiently drive home sales and build developer brand equity. There are also new innovative products being piloted that are slated to launch next quarter.

    “Our builder and broker partners get access to high intent homebuyer audience on Housing.com. This makes their marketing very targeted and helps build the brand consideration amongst people who are relevant and are looking to buy or sell a home,” Rungta added.

    The CMO also pointed that a shift in the mind set the otherwise traditional real estate industry has also helped Housing.com to penetrate further into the market.

    “While the industry is traditional but the mind-sets are becoming very modern. Builders and brokers have realized the importance and role of digital in the homebuyer’s journey and they do not want to miss out on this key touch point. Even Google pointed out recently that over 50 percent of the prospective buyers start their search online,” he shared.

    While Housing.com is busy finding advertising solutions for its clients, it hasn’t been farsighted about its own marketing strategy. Earlier heavily visible through OOH medium, the portal launched its first TVC, which was later continued on the digital platforms as well.

    “We recently launched a set of video stories called ‘Yeh ghar meri jaan’ stories. 70 percent of our budget is directed towards Digital, 20 percent towards traditional media and 10 percent is for experimentation on new / emerging media,” explained Rungta on the breakup of its advertising budget.

    With the ambitious target of USD 10 million, Rungta assured that Housing.com will continue to pay keen attention to three core areas while marketing, namely: attracting the right and high intent audience, Engaging them with relevant products and listings, and retaining them by becoming their trusted partner in their journey of buying a home.

  • Housing.com bets on advertising dollars from the real estate industry

    Housing.com bets on advertising dollars from the real estate industry

    MUMBAI: Earlier in May, real estate portal Housing.com had stirred up the market after announcing a 200 percent revenue growth month-on-month with a target to hit USD 10 million by the end of this financial year. For those who have been following the company’s progress since its inception in 2012, the figures show a great improvement since the start-up’s nationwide launch in 2015.

    After co-founder Rahul Yadav’s exit from the company made several headlines last year, a cloud of uncertainty was hanging over the real estate tech giant. Acting quickly to counter this and wave away any doubts from investors, the company made a slew of upper management changes – right from the CEO to the CMO of the company.

    Along with this came a sharp shift in the company’s business strategy. Housing.com users could no longer look apartments for rent on the site; it was solely dedicated to buying and selling of properties.

    “We never thought of ourselves as a classifieds company or a mere listings aggregator. We are much more than just a search and discovery platform. We are a true product and tech company which is using technology to solve the real estate buying and selling problem in India,” clarified its chief marketing officer Nikhil Rungta, who joined Housing.com in November last year.

    This new focus on buying and selling strengthened the portal’s opportunity to monetize itself through advertising. With close to 4 million visits per month, Housing.com is now one of the largest online platforms in India. If the figures shared by the company are to be believed, Housing.com has a larger reach than many English dailies in the country. So naturally there is an opportunity for the real estate companies to use this platform to promote their brand and their projects amongst a target audience, which has a very high intent towards buying property.

    The company launched a series of digital advertising products for developers and brokers to provide maximum customer exposure and return on investment for their home sales efforts.

    The new strategy seemed to have clicked for the company, to churn out 200 per cent growth in revenues each month. “We are delighted with the response we are seeing in the market and are confident about the company’s revenue position in the future. To achieve such a strong performance when the real estate sector is going through tough times is a testament to the value that Housing.com as a company and platform is delivering to stakeholders,” said Housing.com CEO Jason Kothari.

    Divulging on the types of different products Housing.com has to offer to its client, Rungta shared, “From products which help in brand building to performance products which drive leads and sales. For example, we recently launched India’s first ‘Privilege Price Card’ (PPC) for the real estate sector. It is a unique product that helps buyers get access to some of the best deals and special prices on properties across India enabling them to buy their dream home. We believe that the PPC has the potential to transform the way homes will be bought and sold in India, both, for homebuyers and developers.”

    In addition, the company offered customized digital marketing services to large developers to more effectively and efficiently drive home sales and build developer brand equity. There are also new innovative products being piloted that are slated to launch next quarter.

    “Our builder and broker partners get access to high intent homebuyer audience on Housing.com. This makes their marketing very targeted and helps build the brand consideration amongst people who are relevant and are looking to buy or sell a home,” Rungta added.

    The CMO also pointed that a shift in the mind set the otherwise traditional real estate industry has also helped Housing.com to penetrate further into the market.

    “While the industry is traditional but the mind-sets are becoming very modern. Builders and brokers have realized the importance and role of digital in the homebuyer’s journey and they do not want to miss out on this key touch point. Even Google pointed out recently that over 50 percent of the prospective buyers start their search online,” he shared.

    While Housing.com is busy finding advertising solutions for its clients, it hasn’t been farsighted about its own marketing strategy. Earlier heavily visible through OOH medium, the portal launched its first TVC, which was later continued on the digital platforms as well.

    “We recently launched a set of video stories called ‘Yeh ghar meri jaan’ stories. 70 percent of our budget is directed towards Digital, 20 percent towards traditional media and 10 percent is for experimentation on new / emerging media,” explained Rungta on the breakup of its advertising budget.

    With the ambitious target of USD 10 million, Rungta assured that Housing.com will continue to pay keen attention to three core areas while marketing, namely: attracting the right and high intent audience, Engaging them with relevant products and listings, and retaining them by becoming their trusted partner in their journey of buying a home.