Tag: Vatsal Asher

  • TRAI releases recommendations for privacy & protection of consumer data

    TRAI releases recommendations for privacy & protection of consumer data

    MUMBAI: The Telecom Regulatory Authority of India (TRAI) has come out with its recommendations on ‘Privacy, security and ownership of data in the telecom sector’.

    It says that since digital ecosystems that collect user data are just custodians and don’t have privacy rights over it, TRAI recommends that a study should be undertaken to formulate the standards for annonymisation/ de-identification of personal data generated and collected in the digital ecosystem.

    All entities in the digital ecosystem, which control or process the data, should be restrained from using meta-data to identify individual users. The existing framework for protection of the personal information/ data of telecom consumers is not sufficient. Therefore, to protect telecom consumers against the misuse of their personal data by the broad range of data controllers and processors in the digital ecosystem, all entities in the digital ecosystem, which control or process their personal data should be brought under a data protection framework.

    Till a government notified law is passed, the existing rules/ licence conditions applicable to TSPs for protection of users’ privacy should be made applicable to all the entities in the digital ecosystem.

    Consumers should be given the right to choice, notice, consent, data portability, and right to be forgotten. The right to data portability and right to be forgotten being restricted rights should be subjected to applicable restrictions.

    Multilingual, easy to understand, unbiased, short templates of agreements/ terms and conditions should be made mandatory for all the entities in the digital eco-system for the benefit of consumers. Consumer awareness programs be undertaken to spread awareness about data protection and privacy issues so that the users can take well informed decisions about their personal data.

    Data controllers should be prohibited from using ‘pre-ticked boxes’ to gain users’ consent. Clauses for data collection and purpose limitation should be incorporated in the agreements. Devices should disclose the terms and conditions of use in advance, before sale of the device. It should be made mandatory for the devices to incorporate provisions so that user can delete pre-installed applications if he/she so decides. Also, the user should be able to download the certified applications at his own will and the devices should in no manner restrict such actions by the users.

    To ensure the privacy of users, National Policy for encryption of personal data, generated and collected in the digital ecosystem, should be notified by the government at the earliest. For ensuring the security of the personal data and privacy of telecommunication consumers, personal data of telecommunication consumers should be encrypted during the motion as well as during the storage in the digital ecosystem. Decryption should be permitted on a need basis by authorised entities in accordance to consent of the consumer or as per requirement of the law.

    A common platform should be created for sharing of information relating to data security breach incidences by all entities in the digital ecosystem including telecom service providers. It should be made mandatory for all entities in the digital ecosystem including all such service providers to be a part of this platform. Data security breaches may take place in-spite of adoption of best practices/ necessary measures taken by the data controllers and processors. Sharing of information concerning to data security breaches should be encouraged and incentivised to prevent/ mitigate such occurrences in future.

  • DMA: India unveils new brand identity

    DMA: India unveils new brand identity

    Mumbai: Direct Marketing Association: India (DMA: India) has donned a new ‘avatar‘ for its corporate brand to mainstream direct marketing as an overarching arm of marketing.

    The logo has been conceptualised by DMA‘s creative agency RAPP. The new strapline of the logo reads ‘Marketing Made Smarter‘.

    The new logo has a contemporary look and has used vibrant solid colors to enhance the position of authority and visibility. It has a speech blurb embedded in the D of DMA to signify its dialogue or communications objective, the company said.

    DMA: India CEO Vatsal Asher said, “With direct marketing going digital, it was important to introduce a new positioning and a platform which resonates with the modern smart methodology of business. We wanted to give it a modern feel without changing the core identity. The new brand identity of DMA: India is based on the rebirth of direct marketing in the digital age and communications around it. We found the RAPP approach to be thorough and insightful. Their strategic thinking and drive gives us the confidence to believe that RAPP will be our creative partners in India and we are looking forward to making this convention popular in India with their help.”

    Tribal DDB and RAPP India president Venkat Mallikarjunan said, “New age Direct Marketing agencies are taking ahead the good things about direct marketing like the discipline, the performance and ROI focus while not limiting themselves to direct mail as a medium. The re-crafted Direct Marketing agency is now a genuinely new age lead agency with significant skills in new media, new age engagement tools, and new age insight frameworks, as well as, brand thinking. The DMA: India wants to propagate this change and get brand and business leaders in India to take notice. At RAPP we have been the leading edge of this change across the world and are delighted to be partnering the DMA of India in this endeavor.”

  • Vatsal Asher joins DMA: India as CEO

    Vatsal Asher joins DMA: India as CEO

    MUMBAI: Direct Marketing Association: India (DMA: India) has appointed Vatsal Asher as chief executive officer. In his new role at DMA: India, he will be responsible for strengthening DMA: India’s presence as an apex body for advocacy of direct marketing practices.

    Asher said, “With multitude of choices, Indian consumers are becoming more discerning about their brand preferences and where they spend money. Considering this consumer behaviour and the increasing media clutter, it is imperative for marketers to create data driven customer centric campaigns. From traditionally being defined as ‘response generating’ domain, direct marketing is now used for ongoing customer engagement. By emphasising on global best practices for marketing services providers and marketers, I aim to carry forward DMA: India’s vision of establishing industry standards and promote the direct marketing community.”

    Direct marketing has gained popularity in past few years with emphasis not just being laid on measuring the returns on marketing spends but also campaigns being created to initiate a dialogue with the customer. With advent of new media and innovative usage of technology to engage with customers, spends on direct marketing have also increased significantly.

    Prior to DMA: India, Asher was associated with Deepak Fertilisers’ consumer facing VARE division as VP. He has also worked with Reliance Retail, Tata Teleservices and RPG group.

    He comes with over 15 years of experience in domain of marketing communications across brand management, sales and promotions, loyalty and customer experience. With understanding of consumer behaviour and approach to engage with consumers, he has strategised and executed marketing campaigns.

    Vatsal added, “Thanks to direct marketing going digital, it now considered as targeted and customer specific media rather than an intrusive form of marketing. In coming months I look forward to promote new trends and technology in direct marketing, besides creating platforms for knowledge sharing and innovation. We envisage instituting forums with active stakeholder participation in form of industry councils and regional chapters. We shall be organising webminars, periodic meet ups and an annual colloquium modelled on global format to meet the objectives. Emphasis will also be laid on protecting consumer’s interest, thereby strengthen their belief in direct marketing.”