ITV

Tag: Food & Beverages

  • Tam AdEx: Celebrity endorsements dominate 32 per cent of TV ads in H1 2024

    Tam AdEx: Celebrity endorsements dominate 32 per cent of TV ads in H1 2024

    Mumbai: The latest report from Tam AdEx India for January to June 2024 highlights a key role of celebrity endorsements in television advertising. This period saw 32 per cent of total TV ads being endorsed by celebrities, with film actors contributing more than 75 per cent of the celebrity ad space.

    The food & beverages sector emerged as the largest contributor, making up 28 per cent of total celebrity-endorsed ads. The food & beverages, personal care/personal hygiene, and household products sectors collectively represented over 50 per cent of celebrity-endorsed ads. Among these, ads in the food & beverages sector saw a dominance of male celebrities, while the personal care segment was led by female endorsers. Categories such as toilet/floor cleaners and aerated soft drinks topped the list, with toilet cleaners alone holding an eight per cent share.

    Film stars, sports personalities, and TV actors were the main contributors to the 32 per cent of ads featuring celebrity endorsements. The top three most visible celebrities during this period were Akshay Kumar and Shahrukh Khan, each with five per cent visibility, followed closely by Amitabh Bachchan with four per cent. Akshay Kumar maintained an impressive 22 hours per day of ad visibility across channels.

    The dominance of the food & beverages sector was clear, while personal care/personal hygiene and household products followed closely. With 28 per cent of the overall ad volumes, the food & beverages sector continued to attract top male celebrities, whereas personal care remained the preferred category for female endorsers.

    In the first half of 2024, Akshay Kumar was the most visible celebrity, followed by Shahrukh Khan, Amitabh Bachchan, and M.S. Dhoni. Six of the top ten celebrities, including Amitabh Bachchan and Kiara Advani endorsed more brands than they did during the same period in 2023. Sports personalities like M.S. Dhoni also made a notable impact. Additionally, power couples like Ranbir Kapoor and Alia Bhatt led the pack in couple endorsements, contributing to more than 18 per cent of the total ad space. Akshay Kumar and Twinkle Khanna followed with 16 per cent, making couple endorsements a growing trend.

  • Why restaurants are stepping away from Swiggy, Zomato with #OrderDirect campaign

    Why restaurants are stepping away from Swiggy, Zomato with #OrderDirect campaign

    MUMBAI: Food delivery continues to be the mainstay for the restaurant industry hit hard by the pandemic with lockdowns and restrictions in place. While this has come as a boon for the food aggregators and delivery apps, it has also taken away a significant portion of the restaurants’ earnings by way of commission to these platforms.

    With these food apps currently the only source of revenue for many restaurants across the country, restaurants fear the industry is emerging into a duopoly controlled by the food aggregators. With reopening of the hospitality sector looking uncertain in the near future, more eateries are looking to improve margins by trying out alternatives to aggregators Zomato and Swiggy.

    The National Restaurant Association of India (NRAI) recently announced the #OrderDirect campaign to offer a democratized digital channel with low commissions, data ownership, control over policies, and an unbundled technology stack. NRAI president Anurag Katriar referred to the food aggregator apps as ‘virtual landlords’ last year highlighting the urgent need for the sector to reduce its dependence on such platforms. To safeguard their interest, restaurants are now collectively coming up with their loyalty scheme, bill settlement technology, and even a home delivery solution.  

    Riyaaz Amlani- CEO & MD, Impresario Entertainment and Hospitality, who operates a chain of restaurants in several cities- is among the key voices backing #OrderDirect in India. From this week onwards, in a first-of-its-kind pilot project, his hospitality portfolio has teamed up with Mumbai’s Dabbawala for home deliveries. Riyaaz Amlani posted on LinkedIn, “Thrilled to announce a partnership that just fits. Dabbawalas know a thing or two about getting you your meals on time. They are severely impacted by the pandemic. Working with this awesome group of people is a privilege and a natural extension of our D2C push. #orderdirect “.

    Impresario Handmade Restaurants is employing several dabbawalas in Mumbai who will service direct delivery orders received on Impresario’s tech-enabled platforms for their restaurant brands such as SOCIAL, Smoke House Deli, and Salt Water Cafe. Orders from these restaurants in the Lower Parel, Bandra, and BKC areas of Mumbai will be fulfilled by the dabbawalas starting this week in a seemingly win-win solution for both parties. The association will roll out in phases over the next few months, each employing more dabbawalas and strengthening the partnership.

    This association also takes away from delivery aggregators such as Swiggy and Zomato. According to Amlani, ordering directly from restaurants (and not through aggregators) empowers the company to have direct and deeper relationships with its customers and saves on prohibitive commissions paid to the aggregators. “We are then able to pass on these savings to our customers and allow them to benefit from ordering directly. Now, ordering directly is also helping to employ our dabbawalas, who have lost their livelihoods due to the pandemic. We need to support each other through these trying times, and this is Impresario’s way of meaningfully extending a helping hand. We are hopeful that this association will trigger the rest of the hospitality industry to employ them too,” he told a publication.

    While recognising the positive aspects of what the aggregators are offering the restaurants and customers, Food Matters’ founder and CEO India Gauri Devidayal, says “This relationship is no longer a partnership but rather is one built on dependency… This is not just about saving on commissions but also servicing an increased radius of delivery and therefore having the potential for higher revenues.”

    For restaurateurs looking to start their online ordering platform and reduce dependency on food aggregators DotPe, Thrive Now and Peppo are some of the tech partners supporting NRAI in this campaign. They are helping to build full-stack solutions and a sustainable hospitality ecosystem together with the restaurants.

    Whether these innovations are feasible and able to democratize the food industry, only time will tell.

  • ASCI upholds complaints against 134 advertisements

    ASCI upholds complaints against 134 advertisements

    MUMBAI: ASCI has upheld complaints against 134 advertisements. In July 2016, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 134 out of 183 advertisements. Out of which, 44 belonged to the Healthcare category, 44 to the Education category, followed by 24 in the Food & Beverages category, 8 in Personal Care Category and 14 advertisements from other categories.

    Here is the complete list:

    Food & Beverages:

    Bonn Nutrients (Bonn Nu Health Bread):  The advertisement’s claim (in Hindi) as translated into English, “With calories low as 40 cal/slice” was not substantiated and was misleading by implication.

    Sonia Honey:  The claims in the advertisement “Sonia Honey scored the highest on the main parameters of honey purity in a recent analysis of all Indian branded and unbranded honey” and “Sonia Honey The perfect natural Sweetner is: Anti-Aging, Anti- Cancer”, were not substantiated and are misleading.

    KP Group (Kamla Pasand Pan Masala): The advertisement features Rajneesh Duggal – a celebrity from the field of entertainment for a product which has a health warning “Pan Masala is injurious to health” and which cannot be purchased or used by minors. 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 “Panmasala is injurious to health” in their advertising or packaging.”

    G. K. Tobacco Co. Pvt. Ltd. (Zafri Pan Masala): The visual of a “women pillion rider without a helmet” as depicted in the advertisement of Zafri Pan Masala shows violation of traffic rules and also is an unsafe practice.

    Health care:

    American Instrument: The Advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis.  American penis enlarger free.  Get rid of small, thin crooked penis and make it thick, hard and firm.  Improve your sperm count, infertility, premature ejaculation, firmness, nightfall, childlessness can be cured and increase your sex time by 30-45 minutes with energetic oil, excitement capsule, 16GB memory card free.  Money back guarantee”, were not substantiated and are misleading by gross exaggeration.  Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of infertility, childlessness’. This is in breach of the law as it violated The Drugs & Magic Remedies Act. 

    Japani Instrument: The advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis?  Get Japanese penis enlargement instrument free.  As soon as you use Japanese penis enlargement instrument you can make your penis longer, thicker, weak topo firm and stronger. Increase your sex time from 30 to 45 minutes. Nightfall, premature ejaculation, infertility, impotency, low sperm count and childlessness can be cured.  45 days course for an artificial vagina and artificial penis.  100% guarantee.  No side effects”, were not substantiated and are misleading by gross exaggeration.  Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of childlessness. This is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Nurture Healthcare (Ayurex-S Vitality Capsules): The advertisement’s claim (in Hindi) as translated into English, “It’s the right of every Man, to lead a happy married life”,  “For Men only”,  “Vitality Capsule”,  “If you are worried about low, excessive weakness, then consume AYUREX-S capsule and with its help, do the work successfully with the capacity and power”,  “My Wife says I am more energetic than Before”,  “In some days my married life has become exciting and happy, thanks to Ayurex-S”,  were not substantiated with product efficacy data,  and are misleading by exaggeration. Also, these claims when read in conjunction with the advertisement 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.

    Personal care:

    Himalaya Company (Himalaya Facewash): The advertisement’s claim in Hindi, “Isme hai neem aur haldi ki kudrati achchai Jo aapko har tarah ki skin problems se suraksha de” (“This has the goodness of neem and haldi that gives you protection from every skin problems”) was not substantiated with product efficacy data, and the claim is misleading by exaggeration.

    Gillette India Ltd. (Gillette Vector): The advertisement’s claim offers, “Save Rs. 30/- in comparison to Vector 2s pack”, is misleading by omission of a disclaimer to mention the exact price comparison with the post price increase of the product.

    Hindustan Unilever Ltd. (Axe Deodorants): The advertisement’s claim, “When it gets hot, the fragrance is boosted”, was not adequately substantiated with consumer perception data, and is misleading by implication. 

    Glaxosmithkline Consumer Healthcare Ltd. (Sensodyne Toothpaste): It was noted that the source and date of research and criteria for assessment for the claim, “Worlds No. 1 sensitivity toothpaste”, was not indicated in the TVC. In addition, the supers in the Hindi TVC were not in the same language as the audio of the TVC, they were not legible, and the hold duration of the supers was short. The TVC also contravened the ASCI Guidelines for Supers.

    Education:

    Guru Nanak Institute of Management: The advertisement’s claims, “Highest Salary Package: 8 Lakhs” and “Average Salary Package: 4.5 lakhs”, were not substantiated with evidence to prove that the students have availed the claimed salary packages, and the claims are considered to be misleading by exaggeration.

    Dhruva College of Management: The claims in the advertisement, “Highest Salary Package: 8 Lakhs” and “Average Salary Package: 4.5 lakhs”, were not substantiated and was misleading.

    Biju Patnaik Institute of Information Technology & Management Studies: The claims in the advertisement, “Placement Percentage- 2013: 95%, 2014: 96%, 2015: 97%”, were not substantiated with authentic supporting data (such as detailed list of students who have been placed through their Institute, contact details of students for verification, enrolment forms and appointment letters received by the students).  Also, the claims are considered to be misleading by omission of the details of batch size for which the claim would hold.

  • ASCI upholds complaints against 134 advertisements

    ASCI upholds complaints against 134 advertisements

    MUMBAI: ASCI has upheld complaints against 134 advertisements. In July 2016, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 134 out of 183 advertisements. Out of which, 44 belonged to the Healthcare category, 44 to the Education category, followed by 24 in the Food & Beverages category, 8 in Personal Care Category and 14 advertisements from other categories.

    Here is the complete list:

    Food & Beverages:

    Bonn Nutrients (Bonn Nu Health Bread):  The advertisement’s claim (in Hindi) as translated into English, “With calories low as 40 cal/slice” was not substantiated and was misleading by implication.

    Sonia Honey:  The claims in the advertisement “Sonia Honey scored the highest on the main parameters of honey purity in a recent analysis of all Indian branded and unbranded honey” and “Sonia Honey The perfect natural Sweetner is: Anti-Aging, Anti- Cancer”, were not substantiated and are misleading.

    KP Group (Kamla Pasand Pan Masala): The advertisement features Rajneesh Duggal – a celebrity from the field of entertainment for a product which has a health warning “Pan Masala is injurious to health” and which cannot be purchased or used by minors. 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 “Panmasala is injurious to health” in their advertising or packaging.”

    G. K. Tobacco Co. Pvt. Ltd. (Zafri Pan Masala): The visual of a “women pillion rider without a helmet” as depicted in the advertisement of Zafri Pan Masala shows violation of traffic rules and also is an unsafe practice.

    Health care:

    American Instrument: The Advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis.  American penis enlarger free.  Get rid of small, thin crooked penis and make it thick, hard and firm.  Improve your sperm count, infertility, premature ejaculation, firmness, nightfall, childlessness can be cured and increase your sex time by 30-45 minutes with energetic oil, excitement capsule, 16GB memory card free.  Money back guarantee”, were not substantiated and are misleading by gross exaggeration.  Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of infertility, childlessness’. This is in breach of the law as it violated The Drugs & Magic Remedies Act. 

    Japani Instrument: The advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis?  Get Japanese penis enlargement instrument free.  As soon as you use Japanese penis enlargement instrument you can make your penis longer, thicker, weak topo firm and stronger. Increase your sex time from 30 to 45 minutes. Nightfall, premature ejaculation, infertility, impotency, low sperm count and childlessness can be cured.  45 days course for an artificial vagina and artificial penis.  100% guarantee.  No side effects”, were not substantiated and are misleading by gross exaggeration.  Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of childlessness. This is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Nurture Healthcare (Ayurex-S Vitality Capsules): The advertisement’s claim (in Hindi) as translated into English, “It’s the right of every Man, to lead a happy married life”,  “For Men only”,  “Vitality Capsule”,  “If you are worried about low, excessive weakness, then consume AYUREX-S capsule and with its help, do the work successfully with the capacity and power”,  “My Wife says I am more energetic than Before”,  “In some days my married life has become exciting and happy, thanks to Ayurex-S”,  were not substantiated with product efficacy data,  and are misleading by exaggeration. Also, these claims when read in conjunction with the advertisement 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.

    Personal care:

    Himalaya Company (Himalaya Facewash): The advertisement’s claim in Hindi, “Isme hai neem aur haldi ki kudrati achchai Jo aapko har tarah ki skin problems se suraksha de” (“This has the goodness of neem and haldi that gives you protection from every skin problems”) was not substantiated with product efficacy data, and the claim is misleading by exaggeration.

    Gillette India Ltd. (Gillette Vector): The advertisement’s claim offers, “Save Rs. 30/- in comparison to Vector 2s pack”, is misleading by omission of a disclaimer to mention the exact price comparison with the post price increase of the product.

    Hindustan Unilever Ltd. (Axe Deodorants): The advertisement’s claim, “When it gets hot, the fragrance is boosted”, was not adequately substantiated with consumer perception data, and is misleading by implication. 

    Glaxosmithkline Consumer Healthcare Ltd. (Sensodyne Toothpaste): It was noted that the source and date of research and criteria for assessment for the claim, “Worlds No. 1 sensitivity toothpaste”, was not indicated in the TVC. In addition, the supers in the Hindi TVC were not in the same language as the audio of the TVC, they were not legible, and the hold duration of the supers was short. The TVC also contravened the ASCI Guidelines for Supers.

    Education:

    Guru Nanak Institute of Management: The advertisement’s claims, “Highest Salary Package: 8 Lakhs” and “Average Salary Package: 4.5 lakhs”, were not substantiated with evidence to prove that the students have availed the claimed salary packages, and the claims are considered to be misleading by exaggeration.

    Dhruva College of Management: The claims in the advertisement, “Highest Salary Package: 8 Lakhs” and “Average Salary Package: 4.5 lakhs”, were not substantiated and was misleading.

    Biju Patnaik Institute of Information Technology & Management Studies: The claims in the advertisement, “Placement Percentage- 2013: 95%, 2014: 96%, 2015: 97%”, were not substantiated with authentic supporting data (such as detailed list of students who have been placed through their Institute, contact details of students for verification, enrolment forms and appointment letters received by the students).  Also, the claims are considered to be misleading by omission of the details of batch size for which the claim would hold.