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Tag: advertisements

  • Xaxis’ latest ad campaign for Pizza Hut brings about surge in order volume

    Xaxis’ latest ad campaign for Pizza Hut brings about surge in order volume

    New Delhi: Xaxis, GroupM’s Outcome Media Company has announced that its recent voice-activated conversational ad campaign for Pizza Hut India has successfully led to a surge in order volumes and increased the customer engagement by 8.29 per cent over a period of two weeks.

    Xaxis Creative Studios (XCS) had created voice-activated conversational ads, engaging listeners in a dialogue to drive awareness of Pizza Hut’s Buy One Get One (BOGO) offer. The interactive audio content generated over 2,000 responses from 60,000 impressions during a 10-day pilot. XCS accessed advertising inventory on the Gaana music app and used voice-activated artificial intelligence (AI) advertising technology to help handle conversational elements.

    It also ran A/B tests to measure the effect of generic campaign creative elements vs. creative focused on dinnertime. The overall voice-engagement rate saw an 8.29 per cent increase, it stated on Tuesday.

    Pizza Hut India, chief marketing officer, Neha said the brand has been experimenting with innovative marketing formats that resonate with the millennial-minded audience. “I am thrilled to see that our voice-activated BOGO campaign has received such an excellent response. Kudos to the Xaxis team for perfectly conceptualizing and implementing it. I look forward to working with them on many more exciting projects going ahead,” she said.

    Brands have been using audio ads to drive awareness, but typical broadcast methods do not spur as much customer engagement as interactive formats.

    According to GroupM South Asia, CEO, Prasanth Kumar conversational ads are still in the nascent stage in India. “Pizza Hut expressed its openness to leverage the expertise of Xaxis Creative Studios and use two-way conversational audio ads to reach its target audience. With conversational audio ads, there is an opportunity for brands to craft a targeted and personalized customer engagement strategy. The results of this campaign are proof that our insight-driven approach and expertise drive impactful and measurable outcomes for the client,” said Kumar.

  • Covid-fueled ad claims lead over 6149 complaints in FY 20-21: ASCI

    Covid-fueled ad claims lead over 6149 complaints in FY 20-21: ASCI

    Mumbai: While FY 2020-21 was a rough one for the advertising industry because of the turmoil caused by the COVID-19 pandemic, consumers too were vulnerable to the, sometimes far-fetched, claims made by brands. In this scenario, the role played by the Advertising Standards Council of India (ASCI) in protecting consumer interests was vital. 

    In all, 332-covid related ads were picked up by ASCI through consumer complaints as well as its own monitoring, of which only 12 ads were actually able to substantiate the claims they made, as per the latest annual complaints report released by the self-regulatory body. These advertisements belonged to categories across the board such as paints, apparel, detergents, skincare, ACs, fans, water purifiers, plywood and laminates, supplements, and food- all promising Covid related benefits.

    Besides Covid complaints, the ASCI Consumer Complaints Council (CCC) also processed 1406 complaints in the education sector, 285 complaints against food and beverage advertisements, and 147 complaints related to personal care. In addition, 364 advertisements were found to be, prima facie, in violation of The Drugs and Magic Remedies Act.

    From the first quarter itself of the pandemic, following a directive from the Ministry of AYUSH asking for ASCI to identify advertisements that violated its advisory dated 1 April 2020, the advertising body escalated 237 objectionable ads. While 164 ads complied and modified the untrue claims, 73 covid-related ads needed further investigation and action by the Ministry due to non-compliance.

    The self-regulatory body’s independent Consumer Complaints Council (CCC) convened 37 times during the year, and ASCI achieved a 97 per cent compliance rate from advertisers on its recommendations, scoring a strong point for the efficacy of self-regulation, said the report.

    In September 2020, ASCI tied up with TAM to monitor 3,000 digital platforms. Since then, it has observed a rise in complaints related to online ads, both received from end consumers, as well as taken up suo motu. 35 per cent of the advertisements looked into by the CCC were from the digital medium.

    ASCI’s expert panel that comprises highly seasoned microbiologists were kept busy examining Covid related evidence provided by advertisers, said the report. Given the rampant exploitation of vulnerable consumers in the pandemic situation, the industry watchdog issued a Covid advisory in October 2020, giving advertisers a clear directive to fully substantiate their Covid related claims through recognized testing facilities. 

    The pandemic year also saw a massive jump in online gaming activities and concerned with the unabated rise of online real money gaming advertisements which did not explain risks to consumers in a transparent way, ASCI developed guidelines for the sector. ASCI processed 67 complaints related to online real money gaming from Jan-March 2021.

    Its initiatives and guidelines helped brands, agencies, and other stakeholders cope with a changing marketing paradigm and shape the industry’s narrative in one of its toughest phases ever.

    ASCI secretary-general Manisha Kapoor said, “In a period where consumer vulnerabilities were at an all-time high, many brands took unfair advantage of this, and tried to peddle their wares without establishing any robust evidence of their actual utility against the SARS Cov-2 virus. ASCI has worked hard to weed out such advertisements by using very stringent standards of evidence. Brands that offer proven benefits to consumers have a genuine role in the pandemic, but unfortunately, most of the Covid-related advertising fell woefully short. Most advertisers were unable to prove that the products actually worked to help consumers in a real way as claimed in the ads.”

    ASCI also launched the Trust in Advertising report in partnership with Nielsen IQ and the Indian Society of Advertisers, and the ‘Chup Na Baitho’ awareness campaign for consumers, encouraging them to report objectionable claims in advertising.

    In addition, ASCI recently released detailed guidelines for influencer advertising. These guidelines make it mandatory for influencers and brands to specify what content is promotional in nature. Influencer marketing is mainstream now and the guidelines, that were the need of the hour, were welcomed by all stakeholders and are being implemented.

  • Toyota pulls games-related TV ads ahead of Tokyo Olympics

    Toyota pulls games-related TV ads ahead of Tokyo Olympics

    MUMBAI: On the back of the Olympics organising committee revealing three more Covid-positive cases in its daily update of COVID-19 list, the Games’ top sponsor Toyota declared its decision to not air any Olympics-themed advertisements on Japanese television during the Tokyo Games.

    The unprecedented decision by the country’s top automaker underscores how polarising the 2020 Olympic Games have become in Japan, as COVID-19 infections rise ahead of Friday’s opening ceremony. The total number of Games-related cases now stands at 58.

    “There are many issues with these Games that are proving difficult to be understood,” Toyota chief communications officer Jun Nagata told the media.

    Chief executive Akio Toyoda, the company founder’s grandson, will be skipping the opening ceremony. That’s despite about 200 athletes who are affiliated with Toyota taking part in the Olympics and Paralympics, including swimmer Takeshi Kawamoto and softball player Miu Goto.

    Nagata said the company will continue to support its athletes.

    One Olympics concerned personnel and a contractor were among three COVID-19 cases detected on Monday by the Games organisers, a day after three sportspersons, two of them staying at the athletes’ village, tested positive for the virus.

    The Games will be held behind closed doors as infections soar in the Japanese capital, which has been recording more than 1,000 cases per day for the past few days. So while being a corporate sponsor for the Olympics is usually all about using the games as a platform to enhance the brand, being linked with a pandemic-era Games may be viewed by some as a potential marketing problem.

    Tokyo 2020 spokesperson, Masa Takaya said sponsors each make their own decisions on their messages while noting that there is a mixed public sentiment in Japan towards the Games. “I need to emphasise that those partners and companies have been very supportive of Tokyo 2020. They are passionate about making these Games happen,” Takaya said.

    Toyota Motor Corp signed on as a worldwide Olympic sponsor in 2015, in an eight-year deal reportedly worth nearly $ one billion, becoming the first car company to join the IOC’s top-tier marketing program.

    The sponsorship, which started globally in 2017, runs through the 2024 Olympics, covering three consecutive Olympics in Asia, including the Tokyo Games.

    The Tokyo Olympics, already delayed by a year, are going ahead despite the Japanese capital being under a state of emergency. It’s already virtually a made-for-TV Olympics with most events, including the opening ceremony, going ahead without fans in the venues. Some dignitaries, such as IOC President Thomas Bach and Emperor Naruhito, are likely to attend.

    Public opinion surveys reflect widespread concern among Japanese people about having tens of thousands of Olympic participants enter the country during a pandemic, with some already having tested positive for COVID.

    Meanwhile, the first batch of athletes from the Indian contingent has already checked in at the village.

  • ASCI, FSSAI join hands to curb misleading claims in F&B ads

    ASCI, FSSAI join hands to curb misleading claims in F&B ads

    Mumbai: In order to curb the spike in the number of misleading claims made in food and beverage (F&B) ads seen during the COVID-19 pandemic, the Advertising Standards Council of India (ASCI) has signed an agreement with the Food Safety and Standards Authority of India (FSSAI) to safeguard consumers against such advertisements.

    The agreement was signed in the presence of FSSAI CEO Arun Singhal and ASCI adviser- public affairs professor Bejon Misra on 1 July. As per the agreement, ASCI will identify advertisements that prima facie violate provisions of Food Safety and Standards (advertising and claims) Regulations, 2018, and FSSAI would further investigate these. Under the agreement, ASCI will set up a three-member expert panel to evaluate F&B advertising identified by the ASCI monitoring team.

    In the last financial year (FY) ASCI has processed a total number of 284 complaints compared to 175 in FY 2019-20. So, claims by F&B brands, particularly those related to health and nutrition, are under greater scrutiny. With this association, ASCI further strengthens its 360-degree approach of protecting consumers as well as guiding brands, agencies, and influencers towards greater responsibility. As per a report published by media agency Zenith, India will be the fastest-growing market for FMCG brands’ F&B advertising over the next three years with spending rising 14 per cent a year. This further necessitates the monitoring of F&B advertisements.
    ASCI secretary-general Manisha Kapoor said, “With this agreement, ASCI will intensify its scrutiny of the F&B sector. We will tap our National Advertising Monitoring Service, which monitors over 900 TV channels and publications, and over 3,000 websites. Besides national brands, we will examine regional and local ones. Our experts, with decades of experience in the F&B sector, will shortlist those advertisements that require further scrutiny by FSSAI.”

    ASCI chairman Subhash Kamath said, “This is a significant collaboration. The common goal of consumer protection drives us all to share skills, expertise, and resources in the most effective way to curb the menace of misleading advertising.”

  • Complaints against 789 ads upheld in Jan-March period: ASCI

    MUMBAI: The Advertising Standards Council of India (ASCI) processed 1,064 complaints against advertisements in the January-March quarter. Of these, 200 ads were withdrawn by advertisers on receiving intimation from the industry body. Of the remaining 862 that required further investigation, the self-regulatory body’s independent Consumer Complaints Council (CCC) upheld complaints against 789 advertisements.

     

    Education remains on top of the category of violations leaderboard with 337 cases, followed by healthcare with 250 cases, as per the latest complaints report released by ASCI for Q1 2021. A large number of complaints were also processed from the online gaming, food and beverages, and electronics & durables categories this quarter.

     

    The maximum number of complaints processed- 337 –from the education sector- were related to misleading claims where students were promised 100 per cent placements or of the advertiser claiming to be India’s top-ranked college/ institute.

     

    Expectedly, in healthcare, the majority of the 250 complaints against ads were mostly about fake claims of COVID cures or prevention.

     

    To make the online gaming space safer, the industry body had introduced guidelines for the e-gaming segment for Real Money Winnings last December. Subsequently, ASCI received 61 complaints mostly related to cricket gaming and rummy, including those against established brands.

     

    There were 47 complaints processed against food and beverage ads, many of them against claims around milk, milk products, bread, green tea, fish oil, as well as edible oils like sunflower.

     

    In the electronics, durable, and construction category, ASCI processed 32 complaints against ads across a range of brands, from air-conditioners to paints. The automotive category received 14 complaints, many of them related to two-wheelers as well as e-rickshaw advertisements.

     

    Complaints against 73 advertisements were not upheld as they were found to be adhering to the ASCI code.

     

    Consumer vigilance around gaming has increased after the release of related guidelines, noted ASCI secretary-general, Manisha Kapoor.

    “ASCI is working on more initiatives to ensure that advertising remains honest and decent and that consumers’ confidence in advertising is sustained. We also aim to raise consumer awareness to motivate them to report misleading claims. This would help safeguard their interests and encourage ethical advertising that benefits not just consumers but also honest advertisers”, Kapoor added.

  • ASCI cracks down on false claims in education ads

    ASCI cracks down on false claims in education ads

    MUMBAI: The Advertising Standards Council of India (ASCI) has cracked down on advertisements from the education sector which made misleading and false claims. During August and September, the regulatory body noticed a sharp rise in advertisements fielded by educational institutes which tried to pass off fake claims and upheld complaints against 101 such ads.   

    Claims such as top of their field, ranking no.1, 100 per cent job placements, best institute, 100 per cent passing rate, were the most used red flag terms that violated ASCI’s code. One online learning app claimed to be the best and pioneer of live online classes. Many educational institutions didn’t have substantial data and surveys to support the claims they were making and the Consumer Complaints Council (CCC) of ASCI recommended that these advertisements be declared misleading.

    In the health sector, with advertisers are trying to leverage consumers’ fears and insecurities amid the Covid2019 pandemic, ASCI cracked the whip on 59 ads which falsely claimed to cure or prevent the infection. Working together and synergizing efforts with the ministry of AYUSH, ASCI has constantly been working towards eliminating such false claims for consumer protection.

    The self-regulatory body also looked into non-healthcare advertisements, wherein a company contended that their paint protected home owners from germs, a clothing company claimed to kill 99 per cent germs, while another professed their fabric was anti-Corona. There was even an instance of a sweet confectioner claiming their sweets could combat COVID 19 and improve the immune system. There was a grocery chain that said they would refund their full grocery bill if their customer tested positive for Covid2019 within 24 hours of shopping at their store. These advertisers were told to modify such claims or withdraw their advertisements.

    There were some interesting cases flagged in the finance and investment sector too. ASCI received a unique direct complaint from a consumer regarding a campaign TVC run by a leading loan company. The TVC had people covering their mouth only till their nose with the mask. The CCC concluded that such advertisements misuse the Covid2019 situation and upheld the complaint.

    ASCI also upheld misleading ad claims made on various digital platforms like Instagram, Twitter and Facebook. Many such claims were taken up by ASCI suo motu.

    Overall, ASCI looked into complaints against 317 advertisements during August-September period, of these 64 were promptly withdrawn by advertisers on the council’s intervention. Of the remaining 253, complaints against 221 advertisements were upheld.

    ASCI secretary general  Manisha Kapoor said: “ASCI, is now in its 35th year since inception. COVID-19 related claims as well as misleading education claims continued to dominate the kind of complaints we received at ASCI during this period. The independent consumer complaints council (CCC), which comprises members of civil society as well as industry, jointly view such advertisements and adjudicate. The CCC goes deep into understanding the underlying complaint and the advertiser response and justification before an opinion is given. ASCI’s only goal is to promote responsible advertising which safeguards consumers.”

  • ASCI looks into 533 objectionable ads in March-April

    ASCI looks into 533 objectionable ads in March-April

    MUMBAI: During the months of March and April 2020, ASCI investigated complaints against 533 advertisements, of which 115 advertisements were promptly withdrawn by the advertisers on receipt of communication from ASCI. The Consumer Complaints Council (CCC) evaluated the remaining 418 advertisements, of which complaints against 377 advertisements were upheld. Of these 377 advertisements, 187 belonged to the healthcare sector, 132 belonged to the education sector, 15 to the food & beverages sector, nine belonged to the real estate sector, five to the personal care and the immigration sector each and 24 were from the ‘others’ category.

    The ministry of AYUSH sought help from the ASCI team to alert them about such advertisements. The ASCI team picked over 50 such COVID cure advertisements in April, notifying the advertisers to withdraw them forthwith within a week.  ASCI closely monitored digital media, social media handles and web-sites of the advertisers. Over 90 cases of potential violation of the drugs and magic remedies regulations were also flagged to the regulator. During this period, the CCC continued their meetings over video conferencing.

    According to ASCI chairman Rohit Gupta, “I am very proud of our ASCI team that has remained accessible and responsive to all stakeholders during this pandemic situation. Our Consumer Complaints Council has been very efficient as we continue to deliberate via video conferencing. We appreciate the cooperation being extended by the complainants as well as the advertisers to ensure self-regulation of advertising content by ensuring time bound compliance.”

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  • Want the Silk jingle to be popular culture: Mondelez’s Prashant Peres

    Want the Silk jingle to be popular culture: Mondelez’s Prashant Peres

    MUMBAI: What comes to your mind when you hear “Kuch meetha ho jaaye”? Chocolate? Cadbury? Dairy Milk? Well, that’s what most people in India associate with ‘meetha’ today. Cadbury India, now known as India, began its operations in India as early as 1948 by importing chocolates. The brand has always been known for its loveable advertisements that make you want to sing along and do a little jig yourself.

    The Indian chocolate industry was worth Rs 58 billion at the end of 2014 and is predicted to reach Rs 122 billion with a compounded annual growth rate of 16 per cent by 2019. According to the 2016 Euromonitor International report, the chocolate confectionery market in India is projected to grow at around 8 per cent per annum between 2016 and 2021 to reach Rs 16,200 crore (on constant value) from Rs 11,256 crore in 2016, backed by better retailing across rural areas. Mondelez is the market leader in India’s chocolate space, with over 65 per cent market share and Cadbury Dairy Milk is its highest selling product that has a market share of 41 per cent.

    Mondelez India has created some of the most prominent ads in its 69 years of existence in the Indian market, with some of the famous catch-phrases being — ‘kuch khans hai zindagi mein’, ‘shubh aarambh’, ‘pappu paas ho gaya’, ‘aaj pehli tareek hai’, ‘interstellar party’ and ‘kiss me’. All these notable campaigns are attributed to Ogilvy & Mather (O&M), an advertising agency that has been associated with the brand for over 25 years.

    In India, Dairy Milk Silk has been one of the marquee products for the brand, which was launched in early 2010. Ever since then, the Silk jingle has probably been one of the most loved and recognised tunes in advertising and popular culture. Mondelez recently renovated its Cadbury Dairy Milk Silk making it curvier and with a fresh packaging. Now, the company has rolled out a new music video that showcases a refreshing rendition of the jingle by Bollywood singers Armaan Malik and YouTuber Shirley Setia.

    O&M wanted to explore the digital medium to showcase the fresh new look of chocolate in an impactful manner. O&M Client services director Smita Padmanabhan says, “For Silk, the jingle is our biggest brand identity and for the first time this year we had a TVC where the protagonists were actually seen singing it on screen and that gave us the idea to get more people to sing the song they love.”

    This festive season, it kept a low profile on mainstream media and instead took a risk in the digital medium with the first music video. Mondelez India director of marketing (chocolates) Prashant Peres mentions, “The key objective of this campaign was to try and make the jingle a part of the popular culture through an aspirational yet mainstream portrayal as digital is gradually becoming a lead medium for youth brands.”

    Digital has shattered the invisible wall between brands and customers but it questions the optimal usage of advertisements. “While digital provides us with the medium to reach out and engage with consumers on a one-on-one basis, it is always a challenge to stand out in the clutter and grab their attention. As marketers we have to be on top of trends and emerging platforms, which pushes us to constantly innovate and adapt,” he adds.

    When it comes to brand recall, some of Mondelez’s campaigns occupy the top shelf in the consumers’ mind. The iconic chocolate manufacturer has managed to pull the rabbit out of the hat every time it has wanted to draw attention to new brands. With digital on top priority to target consumers, we are sure the company will come up with another breakout campaign to call out to those with a sweet tooth.

  • No ‘junk food’ ads on kids shows & channels, recommends govt’s food safety panel

    MUMBAI: The Food Safety and Standards Authority of India (FSSAI) has put together a report on junk food and suggested a blanket ban on the telecast of such advertisements on kids’ channels.

    The report also recommended discouraging celebrities from endorsing food that is high in HFSS (salt, fat, and sugar) and imposing an extra tax on sweetened beverages and processed foods.

    Apart from sweetened beverages, the junk food category included pizzas, chips, burgers and several Indian foods such as pakoras and samosas, FNB News reported. It had been observed that ads for a majority of HFSS food were aired during kids’  shows and mostly on kids channels.

    Experts flayed the practice of sale of such food by impressing upon young minds, stating that such TVCs influenced the eating habits of the young and made them vulnerable to diseases. Besides, the extra tax on sweetened beverages and processed commodities was recommended as could be seen as a practical approach to cut down their intake.  

    The report also recommended proper and positive nutritional labelling of such products.

    Health Foods and Dietary Supplements Association (HADSA) admits that there was no specific definition stated in any of the regulations for “junk food” in India. It only referred to such food which has no nutritional or health benefit, and a high amount of calories.

    Also Read :

    Healthcare products lead in ASCI norms breach, 143 complaints upheld

    Over 250 complaints of misleading ads about AYUSH products since Jan 2015

  • 133 news and non-news pay channels violated adcap rule in 1st quarter

    133 news and non-news pay channels violated adcap rule in 1st quarter

    NEW DELHI: While the adcap case continues to drag with no sign of an early hearing, a study shows that a total of 133 pay channels including 30 news and current affairs channels continue to violate the regulations for telecasting a maximum of twelve minutes of advertisements and commercials per hour.

    The report released today by the Telecom Regulatory Authority of India for the period from 28 December to 27 March shows that the number of violators has come down marginally from 149 during the three months ending 27 December.

    While there has been a very miniscule increase in the violators among news channels from 28 top 30, there is a sharp fall in non-news channels from 121 to 103 as on 27 March.

    Average duration per hour of Advertisements (commercial and self promotional) during peak hours (7pm ‐ 10 PM) in Pay News Channels for the period 28 December to 27 March shows that the highest of these was 24.83 minutes by ETV Rajasthan and the lowest was 12.15 minutes by Times Now.

    Among pay non-news channels for the same period, the highest was 23.41 minutes by B4U Movies (which had topped the list in December last year as well) and the lowest was 12.04 by Odiosha TV’s Tarang.

    There are at least sixteen news and 24 non-news channels clocking more than fifteen minutes per hour.

    TRAI has made it clear that ‘the information is based on the data submitted by the broadcasters and TRAI bears no responsibility for correctness of same. As per information available with TRAI, the rest of the Pay News and non-news channels are carrying less than 12 minutes of average duration per hour of advertisements (Commercial & Self promotional) during peak hours (7PM – 10 pm)’.

    While asking TRAI not to take any coercive action against any channel pending hearing of the case in the first hearing almost two years earlier, the Delhi High Court had asked all channels and TRAI to keep a record of the advertising time consumed including commercials.

    The petition had been filed by the News Broadcasters Association and some channels challenging the TRAI decision to implement the directive of 12 minutes contained in the Cable Television Networks (Regulation) Act 1995. The Information and Broadcasting Ministry and TRAI are the respondents in the petition.

    After the Information and Broadcasting Ministry told the Court on 27 November that it was discussing the issue with broadcasters, the matter was put off to 11 February and then to 29 March. In the 11 February hearing, Discovery Communications moved for intervention while Home Cable sought early hearing.

    In its intervention MSO Home Cable Network (P) Ltd said it wanted to intervene as it was directly affected by the outcome of the present petition. It wanted the NBA petition to be dismissed and added: “The Pay channel broadcasters are profiteering at the expense of subscribers and the DPO’s. There is no justification for changing monthly subscription when commercial advertisements are inserted. The Standards of Quality of Service (Digital Addressable Cable TV Systems) Regulations 2012 (with Amendments thereafter) is justified to the extent they are applicable to Pay Channels. The pay channel broadcasters cannot charge the subscription fee while inserting commercials into the content or in the alternative, the subscribers have to be compensated for the revenue earned on the basis of their being subscribers of the channels.”

    Interestingly, I and B Minister Arun Jaitley had in January last year said that he was in favour of any ad cap in the print or electronic media.

    In the petition, the news channels have taken the plea that most of them are free to air and therefore do not get any subscription fee from the viewers as the GEC channels do.