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Tag: Puretech Digital

  • Industry leaders embrace transparency with new Self-Declaration Certificates in advertising

    Industry leaders embrace transparency with new Self-Declaration Certificates in advertising

    Mumbai: The recent Supreme Court mandate for Self-Declaration Certificates (SDC) in advertisements, effective from 18 June 2024, marks a significant step towards promoting transparency, accountability, and consumer protection in advertising practices. This directive requires advertisers and agencies to submit a certificate ensuring that their advertisements are truthful and comply with relevant regulations. Prominent industry leaders have voiced their support for this initiative, highlighting its potential to foster ethical marketing and build consumer trust.

    Indiantelevision connected with industry experts to share insights on the Supreme Court’s Self-Declaration Certificates (SDCs) mandate, focusing on how advertisers can align their marketing practices with legal requirements such as SDC submissions while genuinely prioritising consumer interests and ethical standards.

    ASCI CEO Manisha Kapoor

    “ASCI’s Advertising Advice service can help advertisers and agencies make confident declarations. To avoid challenges, ASCI urges agencies to familiarize themselves with the portal and its requirements. Prioritizing consumer interests and ethical standards is crucial for maintaining trust and transparency in advertising.”

    Think‘in Birds Communications CEO Bhavik Mehta

    “The recent Supreme Court mandate for Submission of Self-declaration Certificates (SDC) is a significant step towards safeguarding consumer interests and promoting responsible marketing. Advertisers can ensure their practices not only comply with this legal requirement but also genuinely prioritize consumer interests and ethical standards by focusing on several often-overlooked aspects. The ethical use of AI and automation is crucial to avoid discrimination and manipulation of vulnerable consumers, necessitating regular audits and transparent practices. Inclusive marketing that authentically represents diverse demographics promotes social equity and broadens product appeal. Considering the psychological impact of advertising, strategies should avoid exploiting insecurities and instead encourage well-being. Sustainable practices should be adopted not only in product promotion but also in reducing the environmental impact of advertising materials.

    Transparency in sponsorships and influencer partnerships builds trust, as does ensuring all marketing content is accessible to individuals with disabilities. Fair competition practices, cultural sensitivity in global campaigns, and a focus on long-term consumer relationships further enhance ethical standards. Encouraging employee advocacy can also provide authentic promotion and strengthen brand reputation. By integrating these considerations, advertisers can create strategies that are both compliant with the Supreme Court mandate and genuinely ethical, fostering long-term consumer trust and loyalty.”

    Puretech Digital senior vice president: delivery, operations & client engagement Parthiv Majmuda

    “Compliance with the Supreme Court’s mandate for Submission of Self-declaration Certificate (SDC) is essential, but so is prioritising consumer interests and ethical standards. At Puretech Digital, we have incorporated the SDC tracking in our operations SOP. Workflows in our project management tool have been updated to ensure all teams adhere to this before publishing.

    We view the SDC mandate as an opportunity to enhance our marketing practices, fostering accountability and genuinely benefiting consumers. This involves avoiding misleading claims, respecting consumer privacy, and maintaining transparency in our communications.

    By integrating SDC requirements into our workflows and investing in training the people, we aim to build trust and loyalty among our audience. Ultimately, it’s a collaborative effort with our clients to excel in both compliance and ethical marketing.”

    NetSetGo Media global business head Abhishek Tiwari

    “The recent requirement, by the Supreme Court for companies to submit Self-declaration Certificates (SDCs) represents a change in consumer protection and ethical marketing practices. This new rule pushes businesses to take accountability for their claims promoting a culture of transparency and responsibility. By mandating that companies back up their advertising statements the SDC system gives consumers the tools to make informed choices and levels the playing field for enterprises by discouraging deceptive tactics. This mandate is expected to encourage companies to adopt an approach to product development and testing ensuring that their claims can withstand scrutiny. While there may be obstacles in implementation the long-term advantages for consumer confidence and market integrity are considerable. This shift aligns with movements towards advertising regulations and has the potential to enhance India’s reputation, in consumer protection. As businesses adjust to this standard we can look forward to a marketplace defined by increased genuineness and consumer-focused principles.”

    Globale Media director- performance and acquisitions  Kritika Arora

    Advertisers can adopt a comprehensive and proactive approach to ensure that their marketing strategies comply with legal requirements as well as prioritize consumer interests and ethical standards. Here are some key strategies:

    1. Strict Adherence to Regulations:

    Legal Compliance: Regularly update and audit marketing practices to ensure compliance with all relevant laws and regulations. This includes timely submission of SDCs and adherence to advertising standards.

    Training and Awareness: Educate marketing teams on legal requirements and ethical advertising standards to ensure everyone understands and follows the rules.

    2. Transparency and Honesty:

    Clear Communication: Provide clear and accurate information about products and services. Avoid misleading claims and ensure all advertising content is truthful.

    Disclosures: Make necessary disclosures about product limitations, risks, and any other critical information. This builds trust and helps consumers make informed decisions.

    3. Consumer Privacy and Data Protection:

    Data Security: Implement robust data protection measures to safeguard consumer information. Use encryption, anonymisation, and access controls to prevent data breaches.

    Consent: Obtain explicit consent from consumers before collecting and using their data. Provide easy-to-understand privacy policies and allow consumers to opt out of data collection.

    4. Ethical Advertising Practices:

    Ethical Guidelines: Develop and enforce ethical guidelines for advertising that prioritise honesty, respect, and fairness. Ensure advertisements do not exploit vulnerable populations or promote harmful behaviours.

    Cultural Sensitivity: Be mindful of cultural differences and avoid content that could be offensive or inappropriate in different cultural contexts.

    5. Consumer-Centric Approach:

    Value Proposition: Focus on creating advertisements that genuinely add value to consumers’ lives. Highlight how products and services can solve problems or enhance their well-being.

    Feedback Mechanisms: Establish channels for consumers to provide feedback on advertisements. Use this feedback to improve future marketing practices and address any concerns.

    6. Social Responsibility:

    Community Engagement: Involve the community in marketing campaigns and demonstrate a commitment to social responsibility. Support social causes and ensure that marketing messages reflect positive societal values.

    Sustainable Practices: Incorporate sustainability into marketing strategies. Promote environmentally friendly products and practices, and transparently communicate efforts towards sustainability.

    This holistic approach not only builds consumer trust and loyalty but also strengthens the brand’s reputation and integrity in the marketplace.

    Korra India CEO Saket Vaidya

    “We are very positive about the Supreme Court’s mandate for Self-declaration Certificates (SDC), viewing it as a vital measure to promote responsible advertising and protect consumer interests. Such safeguards have long been in place in mainstream advertising, and now, with this mandate, digital media will also receive these essential guardrails. Digital media has rapidly grown, with platforms like YouTube reaching a larger audience than many traditional TV channels. With 70 per cent of India’s population accessing digital content due to affordable and accessible data, and the advent of 5G facilitating richer communications, the digital sector’s impact is profound. The e-commerce boom has further extended its reach to 99 per cent of India’s pincodes. This mandate is a clear acknowledgement that digital marketing now plays a pivotal role in the industry, ensuring consumer protection as the digital economy continues to thrive.”  

    The InterMentalist founder Shivashish Tarkas

    Shivashish

    The recent Supreme Court mandate for the Submission of Self-declaration Certificates (SDC) is a welcome move to protect consumers from any misleading advertisements. The advertising world has progressed rapidly in the digital era and hence it’s essential to have protocols in place.

    Implementation requires clear regulations, confidentiality measures, and a robust platform infrastructure capable of handling diverse data. The industry will need time to adapt to the proposed system.

    Ambiguity pervades the industry currently, but clarity is anticipated as time progresses.

    Conclusion

    The Supreme Court’s requirement for Self-Declaration Certificates marks a big step in promoting fair advertising and protecting consumers. Advertisers must follow this rule by being clear, accountable, and ethical in their practices. This approach not only builds trust with consumers but also helps create a more honest marketplace. Insights from industry leaders offer practical ways to navigate these new rules and uphold high standards in advertising.

  • GOZOOP Group and Puretech Digital launch GZPure, a strategic collaboration on Brand & Performance Marketing Solutions

    GOZOOP Group and Puretech Digital launch GZPure, a strategic collaboration on Brand & Performance Marketing Solutions

    Mumbai: Global integrated marketing group GOZOOP Group enters into a strategic collaboration with Puretech Digital, a 360-degree digital marketing agency to further enhance and strengthen their brand and media performance capabilities. Both companies will operate independently while working on their joint core strengths of brand and media capabilities.

    With a mission to better serve and win deeper integrated marketing mandates, GOZOOP Group and Puretech Digital with “GZPure”, will be at the vanguard for brand and performance marketing, bringing a compelling synergy to the forefront. This strategic collaboration is to bring together capabilities in a digital world where customer delight and experience is paramount across the purchase funnel.

    The collaboration is positive in the performance marketing and digital media space for brands and businesses. With media spends positioned to grow at double-digit rates in 2023-24, this collaboration will align over strategy and digital ecosystems for mandates to effectively reach out to their targeted and prospect customers.

    GOZOOP Group chairman and co-founder Rohan Bhansali said, “Mergers, acquisitions and strategic collaborations have been an integral part of GOZOOP’s growth as an independent agency. Starting from our acquisition of Red Digital in India to 56 Blue Lights in UAE, we have always looked for inorganic opportunities to build stronger capabilities and better serve our clients. In Puretech Digital, we have found a partner with solid media capabilities and synergizing value systems. Through GZPure, the best of creative solutions meets the best of media solutions, leading to seamless integrated solutions for our clientele.”

    Commenting on the collaboration, Puretech Digital CEO Prashant Deorah shares, “We are in a world of complementing skills, strengths, and synergies and working across a customers’ journey is imperative to remain relevant in today’s digital world. And for that deep expertise in brand + performance marketing is paramount. With this as our focus, we are thrilled to collaborate with GOZOOP, presenting our joint capabilities in front of customers. Not only do our skills co-exist, our cultures and value system are uniquely aligned and we will endeavour to provide a wonderful customer experience.”

  • Puretech Digital appoints Parthiv Majmudar as vice president

    Puretech Digital appoints Parthiv Majmudar as vice president

    Mumbai: Puretech Digital, the award-winning, full-service digital agency headquartered in Mumbai recently announced the appointment of  Parthiv Majmudar as VP operations, delivery & client engagement. This strategic move underscores Puretech Digital’s commitment to its long-term vision and its holistic approach to growth.  

    Parthiv, an industry veteran with over 18 years of experience joins Puretech Digital from his previous role as VP – ecommerce at ManipalCigna Health Insurance. His distinguished career has been marked by a consistent track record of successfully building digital platforms and solutions up from scratch and scaling them using online channels and analytical insights.  With a rich experience of business development, operations and demand generation, Parthiv has also held key positions at brands such as ICICI Prudential Life Insurance, Aditya Birla Sun Life Insurance, BankBazaar India.

    Being a business funnel expert, Parthiv’s role at Puretech Digital will be to bring in the necessary integration across all service lines as a one team one experience framework for their clients and ensuring the team delivers highest quality of work with business impact.

    Expressing his enthusiasm for his new role, Puretech Digital VP Parthiv Majmudar stated, “I am honored to join Puretech Digital and grateful to be part of building its growth journey. The agency’s reputation for excellence in the digital space is well-renowned, and I look forward to playing a key role in its continued success.”

    Puretech Digital CEO Prashant Deorah commenting on the appointment shared, “Parthiv’s extensive experience and innovative mindset makes him a valuable addition to our leadership team. His experience and expertise will be instrumental in driving our agency’s growing business and deliver exceptional results for our clients. A lot of the innovation in our business lies in its delivery and operations. We want to continue to build on our robust operational excellence and deliver our promise.”

    With its current initiatives, the agency is steadfast in realizing its vision of pioneering integrated and digitally adaptable solutions that bring significant value to clients.

  • DSP Mutual Fund hands over performance marketing duties to Puretech Digital

    DSP Mutual Fund hands over performance marketing duties to Puretech Digital

    Mumbai: Puretech Digital has bagged the performance marketing mandate of DSP Mutual Fund, one of the leading mutual fund investment companies backed by the 150+ year old DSP Group. As a part of this partnership, the agency will handle digital media planning along with performance marketing for the brand.

    Bagging the mandate in a multi-agency pitch, Puretech Digital will be responsible for driving growth with the help of its specialised services under performance marketing, both paid and organic. Additionally, the agency will focus on crafting effective and innovative solutions to amplify the growth and reach of the brand.

    Speaking on winning the new client, Puretech Digital senior vice president Kamaljit Saini said, “We are incredibly delighted to be associated with the DSP Mutual Fund Team. With our performance marketing abilities and strong data-driven approach, we look forward to creating new benchmarks in growth together.”

    Adding to it, Puretech Digital CEO Prashant Deorah said, “Adding DSP Mutual Fund to our clientele is a testimony to the good work we do in the BFSI sector. We are glad to partner with a heritage brand like DSP Group, and we look forward to our association with them.”

    Commenting on the partnership, DSP Mutual Fund vice president for digital business Manish Rathi said, “We believe Puretech Digital has strong expertise in the digital marketing space, and we are already seeing some promising early results. This association will help us innovate and creatively meet our business growth plans.”

  • Vijay Sales campaign garners 2.56 mn impressions across social media

    Vijay Sales campaign garners 2.56 mn impressions across social media

    Mumbai: Vijay Sales’ latest campaign for its new store launch has garnered 2.56 million cumulative impressions across social media. Conceptualised and executed by Puretech Digital, the campaign included an interactive contest to generate more buzz for their new store openings in Telangana and Andhra Pradesh via their launch film.

    Vijay Sales announced a hook step challenge called the ‘#VijaySalesMove’ and collaborated with social media influencers, to promote the challenge and the presence of the stores. Puretech Digital strategically roped in regional influencers to bring in a local and personal touch to the activity. Influencers like Pranavi Manukonda and Aqsa Khan participated and posted reels doing the hook step. The audience was encouraged to recreate the hook step and win exciting prizes.

    The “#EkkadakiVelaali” campaign contest was announced on 29 July 2022 and ran for one month, until 31 August. The contest winners were revealed on 1 September, and the three winners and runners-up were gifted with exciting prizes like OnePlus televisions and boAt headphones.

    Speaking on the success of the activity, Puretech Digital’s branded content vertical RevUp business director Aastha Beecham said, “The campaign was centred around engaging the audience of the region to make them aware of the launch of the Vijay Sales stores in Telangana and Andhra Pradesh.  From the feisty rap composition to the hook step challenge, we had a great time shaping this new, fresh messaging tone for the brand. The “#EkkadikkiVellaali” campaign received an overwhelming response from the audience, making it a great success for us and the brand as well.”

    Commenting on the association, Vijay Sales director Karan Gupta said, “Our partnership with Puretech Digital has enabled the integration of a creative facet to our communication, and with this campaign, it has only gotten better. This campaign is very close to us, and the agency has delivered effectively due to the foundation of the relationship we’ve held for the last two years.”

  • Vijay Sales renews its digital marketing association with Puretech Digital

    Vijay Sales renews its digital marketing association with Puretech Digital

    Mumbai: The award-winning digital agency Puretech Digital has retained and expanded its mandate for Vijay Sales. The agency will handle performance marketing, organic search growth, social media marketing, and content marketing for the electronic store. The agency will focus on strategizing for creative content and amplifying the brand’s social media presence across all the social media platforms.

    The brand has been closely working with Puretech Digital for the past one and a half years and they now look at a strengthened association that will drive the growth for Vijay Sales through a holistic view. Puretech Digital has played a vital role in the digital journey of Vijay Sales and has scaled exponential growth for the brand since 2020.

    Speaking on the extension of the mandate, Puretech Digital CEO Prashant Deorah said, “We are very glad about the trust Vijay Sales has shown in us. What started as an engagement for the festival of Diwali has now turned into a multi-faceted union of us taking charge of the integrated digital growth of the brand. Vijay Sales has grown manifold with us since November 2020 and we have overcome a plethora of challenges through timely and effective solutions. We look forward to the next phase of our digital journey with them.”

    Vijay Sales director Karan Gupta added, “Puretech Digital has been associated with us as our digital partner for over two years now and has been instrumental in implementing some noteworthy campaigns and projects. We are excited to see our strengthened association turning more fruitful and us achieving our renewed goals.”