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Tag: ad

  • India’s ad watchdog cracks down on stealth marketing by media companies

    India’s ad watchdog cracks down on stealth marketing by media companies

    MUMBAI: India’s advertising watchdog has tightened the screws on media companies that blur the lines between editorial content and paid promotions on social media. The Advertising Standards Council of India (Asci) has introduced tough new disclosure rules aimed at stopping advertisements masquerading as news.

    Under the updated code, media outlets must now slap clear labels on any sponsored content right at the top of social media posts. Acceptable tags include “advertisement,” “partnership,” “ad,” “sponsored,” and “collaboration”—no hiding behind fine print or vague disclaimers.

    The crackdown follows a surge in consumer complaints about misleading promotions on platforms where editorial credibility runs high. With digital media increasingly serving as Indians’ primary news source, regulators are worried that undisclosed advertising is eroding public trust.

    “Several media outlets regularly post editorial content on their social media handles,” said Asci  chief executive & secretary general Manisha Kapoor. “Increasingly, we see advertisements with no or poorly visible disclosures making their way to such posts.”

    The new Clause 1.8, tucked into the “Truthful and Honest Representation” chapter of Asci’s self-regulation code, reflects growing global concern about native advertising and influencer marketing. Consumer protection authorities worldwide are grappling with how to police content that deliberately mimics editorial material.

    For media companies, the rules represent both a burden and an opportunity. Clearer labelling may initially dent engagement rates, but could ultimately protect valuable editorial brands from advertiser influence. The regulations also level the playing field with international platforms, which already require similar disclosures under local laws.

    Asci, established in 1985, monitors advertising across all media and has worked closely with government bodies including the Department of Consumer Affairs and the Food Safety and Standards Authority of India. The council’s updated code can be found at ascionline.in.

  • Neetu Singh steals spotlight in Lay’s ‘Isey Kehte Hain Pyaar’ series

    Neetu Singh steals spotlight in Lay’s ‘Isey Kehte Hain Pyaar’ series

    Mumbai: The Lay’s ‘Isey Kehte Hain Pyaar’ saga started innocently enough with a cheeky picture shared by Neetu Singh and Ranbir Kapoor, sparking reactions from Alia Bhatt, Soni Razdan, Riddhima Kapoor Sahani and more. In the first film, Ranbir played the dutiful son but the plot thickened when Neetu searched for her missing Lay’s—a pack initially left in Ranbir’s care. The narrative took an amusing turn when he bought out the hidden Lay’s pack from behind the sofa cushions, revealing it with a cheeky smile. With a contented bite, Ranbir sealed the playful prank, triumphantly celebrating his win, 1-0. Since then, the social media buzz had fans eagerly anticipating the next chapter in this family drama.

     

    As the Lay’s banter is unfolding, Neetu Singh is taking the lead, not just in the chip battle but also stealing the limelight from her son, Ranbir Kapoor. The buzz is intensifying as Tripti Dimri, Ranbir’s latest co-star, is joining the fray, adding a delightful twist to the narrative.

    In her recent post sharing the brand’s latest TVC, Tripti Dimri is not only cheering on Neetu as the reigning champion but also taking a playful jab at her co-star. Tripti’s caption reads, “Have you also caught your friends red-handed stealing your @lays_india pack? ? Perfect comeback @neetu54 ji! Scorecard is now even at 1-1, is there more to come? ?” expressing her eagerness for the ongoing #IseyKehteHainPyaar campaign.

    Fans and followers are taking up sides in this snack showdown with a few commenting “Loved the plot twist!” and “One more sweet ad” sharing their excitement over Neetu one-upping Ranbir while others urge him to think of another clever comeback. With over 280K+ views in just about 15 minutes on Tripti Dimri’s post, #IseyKehteHainPyaar is the new talk of the town!

    With the current scorecard reading “RK – 1; Neetu – 1,” the Lay’s ‘Isey Kehte Hain Pyaar’ chronicles promise more drama in the nail-biting chip saga.

    As fans sit on the edge of their seats, the question remains: Who is emerging victorious in the next chapter of this drama? Stay tuned to find out!

  • Sensodyne slammed by CCPA for misleading ads, fined Rs 10 lakh

    Sensodyne slammed by CCPA for misleading ads, fined Rs 10 lakh

    Mumbai: The Central Consumer Protection Authority (CCPA) has taken umbrage at GlaxoSmithKline-owned toothpaste brand Sensodyne for misleading advertisement. The consumer protection body has ordered discontinuation of these advertisements within seven days, according to an official statement.

    Additionally, the association imposed a penalty of Rs 10 lakh on Sensodyne’s manufacturer. The CCPA said the company did not produce any cogent study or material to substantiate claims made in the advertisements or indicate any worldwide prominence of Sensodyne products.

    After examination of the response submitted by the company, CCPA observed that the two market surveys submitted by the company in support of its claims ‘Recommended by dentists worldwide’ and ‘World’s No 1 sensitivity toothpaste’ made in the advertisements were conducted only with dentists in India.

    “No cogent study or material were submitted by the company to substantiate the claims made in the advertisements or indicate any worldwide prominence of Sensodyne products. Thus, the claims were observed to be bereft of any reason or justification,” the statement said.

    The central body initiated suo-moto action against the advertisements, running on various social media platforms and television, that showed dentists practising outside India (in the UK) endorsing the use of Sensodyne products — namely Sensodyne Rapid Relief and Sensodyne Fresh Gel — for protection against teeth sensitivity.

    Earlier on 9 February, the Authority had also directed GlaxoSmithKline (GSK) Consumer Healthcare to discontinue advertisement of Sensodyne products, which show endorsement by foreign dentists.

  • Tiger Balm’s new campaign celebrates toughness of women

    New Delhi: Analgesic brand Tiger Balm has launched a new campaign – #ToughAsATiger to mark the release of the movie- Sherni on Amazon Prime Video.

    Vidya Balan starrer Sherni brings to light the story of a resolute female forest officer who beats all odds to fulfill her duty and Tiger Balm showcases the journey of strong-willed and tough Shernis everywhere with this campaign.

    The analgesic brand’s Instagram feed also mirrors that of ‘Sherni’ in a spirit of solidarity towards women who can not only endure the pain but win over it. The brand also launched #ToughAsATiger Sherni Moments contest for users to take part in the contest.

    Tiger Balm, as a brand, has transformed massively over a time of 100+ years across 100+ countries; all the while building a legacy of alleviating pain, discomfort, and their causes. The company’s belief is that no one should be constrained from leading a full and active life because of aches, pains, and everyday discomforts.

  • #Throwback2020: Linear TV ad volumes on the mend, revenues sluggish

    #Throwback2020: Linear TV ad volumes on the mend, revenues sluggish

    NEW DELHI: For linear television, 2020 was like a ride to hell and back, owing to the Covid2019-induced lockdown. It was the first time that shoots were canned wholesale, there were no new shows running, and advertising volumes hit abysmal lows. All was not doom and gloom – the industry saw meteoric rise in viewership, initially banking on reruns of old classics like Ramayan and Mahabharat, followed by marquee properties like the IPL, KBC, and Bigg Boss making their way to our screens. While this may have resulted in an uptick in subscription revenues, advertising prospects remained stunted through the year. Here’s a quick overview of how advertising fared on linear television in 2020. 

    The maths of it 

    The first quarter of FY21 saw the industry incurring huge losses as advertisers pulled out advertising monies as production and supply chains across industries took a big hit.

    Average ad volumes per day dipped to 752 hours in April-June ‘20 quarter, as compared to 1,032 hours in January-March ’20, according to TAM data. The ad revenues for broadcasters witnessed a year-on-year decline of 59 per cent in Q1 of FY21, as shared by ICRA. Depending on genres, advertisement revenues were impacted by 25-60 per cent (vis-a-vis pre-Covid average monthly revenues) in Q1 FY21. While news and movie genres were on the lower end of the spectrum, with an average decline of 25-30 per cent in advertisement revenues, GECs and sports channels witnessed a sharp 50-60 per cent reduction in advertisement revenues. 

    This was despite a meteoric rise in TV viewership in those months. BARC data reports a nine per cent increase in TV viewership during January-June ‘20 as compared to the corresponding period last year; the growth was led by the news, kids, and movie channels. Understandably, the viewership declined by three per cent for GECs, given the lack of fresh programming. 

    The industry started getting back on its feet steadily as lockdown restrictions eased and businesses started moving forward, the IPL and festive season gave it further momentum. The ad volumes in the second half of the year showed outstanding growth. Average ad volumes per day rose by 39 per cent in the fourth quarter compared to average ad volumes of the previous three quarters, TAM data showed. 

    Caption– Source: TAM

    According to BARC estimates, advertising volumes grew by 10-11 per cent over 2019 during Dussehra and Diwali 2020. Ad volume for Ganesh Chaturthi was up seven per cent over last year. Another study, by TAM, revealed that there were 655 new advertisers who made an appearance on GECs in September-November 2020, as compared to the past two years. This new league of advertisers included names like Facebook, Airtel Payments Bank and WhiteHat Education Technology.

    As per ICRA, TV broadcasters saw a strong sequential recovery of 86 per cent in advertising revenue in Q2 FY21. However, it still remained 20 per cent lesser on a year-on-year basis. GECs too regained their popularity. 

    As expected, the biggest share of this improving pie landed in the IPL’s kitty. Despite the sponsorship rate for the league going down by 25 per cent, the industry is positive that the league would have made 10-15 per cent more in revenues (https://www.indiantelevision.com/mam/media-and-advertising/sponsorship/eventually-ipl-2020-scored-big-with-advertisers-sponsors-201111) as compared to 2019, clocking around Rs 2,000 crore on TV alone.  Comprehensively, TV broadcasters in ICRA’s sample set reported a 21 per cent year-on-year decline in revenues in H1 FY21. 

    On an overall level, the industry has indicated mixed projections for the state of ad revenues for broadcasters in 2020. While Edelweiss has pegged it to grow by 6.5 per cent, KPMG and GroupM are indicating a contraction. 

    Talking to Indiantelevision.com in April this year, the industry indicated a negative growth for 2020 (https://www.indiantelevision.com/mam/marketing/mam/covid-19-might-push-traditional-advertising-towards-negative-growth-200428). 

    Madison Media and OOH group CEO Vikram Sakhuja said the advertising growth, which was pinned by his firm at around 10 per cent at the beginning of the year, will take a big hit in this calendar year. “We were expecting around a six per cent growth for traditional and around 28-30 per cent for digital media. However, looking at the current scenario, traditional media might observe a negative growth, while digital will also shrink considerably. We will be lucky if we can see a one-two per cent growth this year.”

    The rise of new categories

    Top ranks of advertisers on television underwent some shuffling as industries dealt with the crisis. As per TAM data, personal care/personal hygiene sector had a 20 per cent share of ad volumes, followed by F&B with 18 per cent share. Education became the only new entrant in the top 10 list of sectors advertising on TV. It was possibly because of the new home education module that people were forced to live with. Ed-tech companies like Byju’s, WhiteHat Jr, and Vedantu advertised heavily on television. 

    Source: TAM 

    Additionally, Ecom-media/entertainment/social media moved up five positions to achieve the second spot in leading categories advertising on television.

    Source: TAM 

    Hand sanitisers also registered robust growth and it was reflected in the television ad volumes too. Most of the leading exclusive brands in the year belonged to the category, along with social media, ed-tech, and OTT services. 

    Source: TAM 

    On the contrary, the FMCG sector that jumped the fence to go digital in 2020 might have taken out some from the TV pie. For instance, India’s largest advertiser Hindustan Unilever spent Rs 1,936 crores in the July-September quarter, 17 per cent less than the corresponding quarter in 2019. While the ad volumes from FMCG brands clung back to pre-Covid levels, it is yet to be seen if the revenues will turn back or not. 

    The year saw the television industry in a massive flux, struggling to keep up with the rapidly changing state of affairs. While categories like news remained on a positive incline through the year, GECs suffered losses for the most part of it. In terms of ad revenues, it might be clocking much less than what was forecast at the beginning of 2020, but industry projects fair tidings from the second quarter of 2021. It will be interesting to see how the industry fares in the coming year. 
     

  • What happens when Google Assistant eats a 5 Star?

    What happens when Google Assistant eats a 5 Star?

    NEW DELHI: Over the years, Cadbury 5 Star has come up with a few memorable campaigns that immediately lights the bulb of brand recall among consumers. From the humorous Ramesh-Suresh TVCs to the quirky Do Nothing films, the brand always thinks up something out of the box. Now, Five Star has partnered with Google Assistant for its latest campaign ‘Ok Google Eat a 5 Star’. It urges audiences to say eat a 5 Star on their Google Assistant, which then further activates the Do Nothing mode on the device.

    Once the mode is activated, every further command that you give to it such as open app, call a friend, find a number etc is reverted with a different message that actually asks you to stop, take a break and chill for a bit.

    The assistant reacts differently to different users. The idea was to come up with personalised answers for the audiences.

    The innovative campaign is executed by Wavemaker India, Ogilvy India and team Google, and is being amplified via social mediums.

    The brand has also released a film for it.

    5 Star first launched its Do Nothing campaign in early 2020. The film opened with an aged woman asking a young boy to pick up her walking stick that's falls on the road while she is sitting on a roadside bench. Lost in the 5 Star bar he’s eating, he responds with 'Ji Maaji' but does not move. As the old lady gets up to pick the stick herself, a grand piano falls at the very spot where she was sitting. The lady ends up thanking the boy for not doing anything.

    It launched another film in September where in an office scenario, three young executives are working late with their boss at night. The latter cracks jokes and the first two execs share a laugh, however, the third exec is preoccupied with his 5 Star bar and forgets to pretend to laugh at the jokes. In the end, he is relieved of his duties and gets to return home while others continue to work. 

  • Bajaj Pulsar redefines the rules of motorcycle riding in the new normal

    Bajaj Pulsar redefines the rules of motorcycle riding in the new normal

    NEW DELHI: Bajaj Pulsar has been a trailblazer in changing the face of the Indian motorcycle industry singlehandedly, with its unique communication and product line-up. And it is all set to blaze new trails in this new campaign that highlights the performance and technology of its range of motorcycles, with a very relevant message going out to all riders. More than just a TVC, it’s going to be the new way we ride in the challenging time of today.

    The pandemic has changed our lives in more ways than one. And now, in the new normal, the new habits acquired are here to stay. A motorcycle has become one of the safest modes of travel in these times. But the Pulsar is no ordinary motorcycle; it follows the new rules of the game in its signature style! It is no secret that the Pulsar is a thrill machine. And thrill is the code it always lives by. No matter how times change, the one aspect that will bind every pulsar rider will be the thrill of riding it.

    The TVC features two riders performing gravity defying stunts with just one underlying rule, maintaining a minimum of 6 feet distance (’2 gaj ki doori’) between them at all times. Highlighting the adherence to the new normal, yet at the same time, not forgetting the desire to thrill.

    Bajaj Auto head of marketing Narayan Sundararaman said, “Pulsar as a brand has always been the one to break boundaries and set new benchmarks. Be it technology or gravity-defying stunts, Bajaj Pulsar has always aspired to inspire. With new rules being written in this new age, what does not change is the fact that the product range designed and developed in India is still a bestseller and a world-beater. There is also a surprise for our legions of Pulsarmaniacs where they get a sneak peek of the new Pulsar NS editions in the film.”   

    Read more news on Bajaj Auto

    Ogilvy India chief creative officer Sukesh Nayak says, “Pulsar ‘Two chalk lines’ is about our spirit of never giving up. It’s about us having the courage to ride out of this challenge too.”

    Pulsar currently has variants ranging from Pulsar 125 to the flagship Pulsar RS200. This year it launched a new Split Seat variant in Pulsar 125 with an aim to expand its presence in the segment further by giving the sportiest offering amongst the peers. 

  • Big B launches campaign for Lux Inferno ahead of winter

    Big B launches campaign for Lux Inferno ahead of winter

    MUMBAI: LUX Industries manufactures more than 300 products across 14 brands under its belt, such as Lux Venus, GenX, Lux Cozi, ONN, Lyra, Cott’swool, Inferno etc.  

    Now the company has announced its new range of Lux Inferno thermal wear collection. With winter just around the corner, keeping in mind the seasonal demand, Lux has reintroduced the brand Lux Inferno, endorsed by Bollywood legend, Amitabh Bachchan, in an all new avatar in the advertisement, where he takes selfies with the Eskimos.

    Lux Industries is offering its customers with the entire range of Lux Inferno, crafted with double layer knit and warmth retaining fabric which soothes one’s body. The range is available for men, women and kids at an attractive price point. The body warmer comes in dark grey shade in long round neck top, as well as soft thermal trousers. Lux Inferno comes prepared with the body warmer designed as an undershirt and under pant. Lux Inferno provides an amazing and soft experience without any itching or irritation and as well as coming in various sizes from 75 – 100 for the customers.

    Lux Industries senior vice president Udit Todi says, “Lux Inferno has earned the trust of the consumers over the years. Besides providing comfort from the chilly winters in North, West and Eastern India, it has a definite style factor which has been liked by all. We have worked on the material and made it more soft and light which makes it easy to wear undershirt or trousers. The thermal wear range from Lux Industries contributed 10 per cent last year to our overall sales and we foresee a lot of potential in this market segment this year as well.”

    Lux Industries senior vice president Saket Todi adds, “Continuing the brand promise of comfort, style, quality and affordability we are confident that the entire winter wear range of Lux Inferno will strike a chord with our target audience and satisfy the consumers on these parameters. We are proud that a legendary actor and personality like Mr. Amitabh Bachchan has agreed to endorse our products. This association will help us make further inroads in tier II and tier III towns which are a part of our strategy to maintain steady growth.”

    The price range of men uppers and lowers starts from Rs 273, the range for women starts from Rs 255 and that for kids Rs 90 onwards. Besides retailers, the new range of Lux Inferno will be available on e-commerce platforms such as amazon.in and flipkart.com

  • Schmitten wanted people to see Diwali in a new light

    Schmitten wanted people to see Diwali in a new light

    MUMBAI: For Schmitten, Diwali is called the Festival of Lights for a reason. One of the most popular festivals in the country, Diwali marks the spiritual victory of light over darkness. Conventional Diwali commercials showcase this as a time to celebrate with the family. But with #AadhiAadhiDiwali, Schmitten Chocolates wanted people to celebrate the festival with their loved ones – especially the ones who are often not included in the celebrations of your immediate family.

    An initiative by Schmitten Luxury Chocolates, #AadhiAadhiDiwali wanted to build a sense of belonging towards the family of one’s partner. The initiative wanted people to accept themselves as a member of their partner’s family, and create new memories with them, as if they were your own family. Schmitten believes in bringing you closer to every part of your family, which makes every occasion more memorable.

    Schmitten Moments is a gifting pack with an assortment of Schmitten Luxury chocolates and Hoppits Chocolate bars. The brand believes in not only sharing sweetness but also sharing memories, thereby making every moment memorable. Schmitten believes that these wonderful moments last a lifetime – a thought summarized by its brand tagline “Moments Make Memories”.

    According to Jayesh Desai, the founder and chairman of Rajhans (Desai-Jain) Group, the brand is breaking new ground when it comes to festival advertising. “Where every brand is riding on the festival season to deliver the same-old stories, Schmitten is creating new conversations, which will impact positively within the society and give Diwali celebrations a whole new meaning.”

    Schmitten marketing head Rishabh Verma believes this initiative is the beginning of a cultural paradigm shift. “Usually, men do not look beyond their immediate family. We wanted to not only make men accept their responsibility towards their partner’s family, but also foster a sense of belonging. #AadhiAadhiDiwali is the beginning of a very poignant conversation that shall spark a new reason to celebrate Diwali.”

    Envisioned by ADK-Fortune, a WPP group company, the campaign has already struck an emotional chord with its consumer base. Commenting on its success, national creative director Akashneel Dasgupta said, “It reminds you that when you share everything with your loved ones, why should Diwali be an exception? Diwali should bring together the entire family, which extends to your partner’s as well. Understanding this is key to building a healthier relationship. Not to mention, making new memories.”

    ADK-Fortune managing partner Subroto Pradhan added, “Schmitten Moments is not just a premium gift offering. It also stands for creating lasting memories and celebration of togetherness. And what better occasion than Diwali to create moments that are memorable.”

  • Swiggy shows the value of giving back

    Swiggy shows the value of giving back

    MUMBAI: Swiggy, India’s largest food delivery platform effortlessly sparks a new conversation this Diwali with a heart-warming film. Based on the deep-rooted tradition of “Diwali mein kisi ko khaali haath wapas nahi bhejte”, it traces a day in the life of a little boy who learns the value of ‘giving back’ while distributing sweets in his society on Diwali.

    Through his eyes, we see the tradition for what it really is- a gesture meant to be extended to anyone and everyone. The little boy drives this value through a heartwarming gesture of offering sweets to a Swiggy delivery partner when the latter comes home to deliver their order.

    Swiggy AVP marketing Ashish Lingamneni says, “Sab ke saath diwali is a concept that helps us add meaning to everyday relationships between consumers and our delivery partners. Diwali, a festival of giving and togetherness, became the perfect time to start that conversation. Millions of Indians interact with Swiggy’s delivery partners, what better occasion than this to make these interactions more meaningful”

    Dentsu Webchutney senior vice president for client services Prashant Gopalakrishnan adds, “No visitor goes home empty handed on Diwali. A visit from a delivery partner needn’t be any different. The cultural insight of this tradition became the perfect tool to convey our message.” 

    The film is conceptualised and produced by Dentsu Webchutney in association with Frog Pond Productions, directed by Sandeep Yadav starring Palash Prajapati.