ITV

Tag: Zydus

  • Disney India’s goal is to create a content omni-bus, says Subramaniam

    Disney India’s goal is to create a content omni-bus, says Subramaniam

    MUMBAI: Bindass’ maiden web series Girl in the City – a story of a girl who steps into the bustling city of Mumbai to fulfil her dream of being in the fashion industry – has turned out to be a huge success for the channel. According to the channel, it has garnered 53 million views including all the micro-content, episodes, and live interactions with the cast. After 13 triumphant episodes, the channel is all geared up to launch the second installment.

    The channel is also launching another show next month.

    “The first season has done stupendously well for us. It was one of the most talked about series in its first chapter. I am very happy to say that the success of the first chapter has made us launch the second chapter,” said Disney India VP Media Networks Vijay Subramaniam.

    Girl in the City chapter two will go live with its first episode in March following a omni platform strategy wherein it will launch on all the platforms at the same time (YouTube and TV). This year too, Castrol Activ Scooter is back on board as the presenting sponsor with Titan (Tanishq Mia) and Zydus (Everyuth) as associate sponsors.

    “The biggest validation is that the title sponsor has come back for the second season clearly indicating that the show has exceeded their expectations. We don’t take too many advertisers because this content effectively works for brands as we are able to seamlessly integrate them into our story telling. In order to do that, we tend to restrict the number of brands we work with and it also gives us time to crate very interesting integrations that are within the story and don’t look forced,” asserted the VP.

    The story builds on the first season and moves in a very interesting direction full of surprises. It moves ahead from where it ended last season. This chapter of her life will chronicle Meera’s journey of self-discovery as she comes of age through. Through this journey of realizing her dreams and fulfilling her aspirations, she comes across Kiran (Karanvir Sharma), Areem (Preetika Chawla) along with Kartik (Rajat Barmecha) who play a pivotal role in helping Meera move a step closer to her ultimate goal.

    Girl in the City season two is directed by Samar Shaikh, written by Sanyukta Shaikh and is produced by Still and Still Moving Pictures.

    The marketing strategy of the show is on the similar grounds like its previous season. It will be conversational and will go wherever the viewers already are. “When we look back at the success of Girl In The City, the whole social engagement that we created by putting Meera Sehgal on Facebook and getting live updates about what is happening in her world was a huge hit. So, we are going to do something similar to help spread the buzz about season two. We are seeing a lot of demand already,” added Subramaniam.

    He said further, “We are pretty confident that it will beat all the metrics, every benchmark it has set with the season one. That is my expectation. We believe that it will do better than the first one. Our goal is to create a content omni-bus, which is truly a reflector of the world of millennial and is related to them. It should also have a unique bindass take on the story. We will perceive omni content strategy for consumption,” concluded Subramaniam.

    Bindass’ other web-series, The Trip, has also received a tremendous response from the viewers with around 20 million views. Though, the channel has not yet decided on launching a second season.

  • ASCI upheld complaints against 68 out of 108 ads

    ASCI upheld complaints against 68 out of 108 ads

    MUMBAI: In March 2014, Advertising Standards Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 68 out of 108 advertisements. Advertisements in personal and healthcare sector category again emerged as the category which accounted for a majority of advertisements against which complaints were upheld.

     

    The CCC found the claims in health and personal care product or service ads of 44 advertisers, released in the press to be either misleading or false or not adequately / scientifically substantiated and hence violating ASCI’s code. Some of the health care products or services ads also contravened provisions of the Drug & Magic Remedies Act. Complaints against the ads like Hindustan Unilever’s Vaseline Healthy White Lotion showing exaggerated claims of ‘instant whitening’ on skin, Zydus Wellness claims that Everyuth Fairness Peel off to be India’s first intelligent delivering whitening technology that targets melanocytes to give unmatched fairness were upheld.

     

    Other complaints included Wipro (Glucovita Bolts) claims that Glucovita has iron and glucose which gives energy to the body and brain in 10 seconds. Hamdard Laboratories India product claims to be a herbal vitalizer for men.

     

    As for the education category, the CCC found claims in print ads by 14 different advertisers that were not substantiated and thus, violated ASCI guidelines for advertising of educational institutions and hence the complaints against these ads were upheld.

     

    For instance, DAV Institute of Engineering & Technology claims that it has ‘100 per cent placement track record of eligible students with highest offered pay package of Rs 5.65 lakh per annum, fourth top engineering college in Punjab as per CSR-GHRDC survey, 34th rank amongst private colleges of the country as rated by electronics for You magazine, 39th rank in top engineering colleges of excellence in India as per CSR-GHRDC survey and 66th rank in top engineering college of India as per Data Quest magazine.   

     

    In the food & beverage category, Cadbury India’s 5 star advertisement shows ‘a lady giving birth to a baby who is laughing. The voiceover says that the babies used to be laughing while being born in earlier days and later they started crying at childbirth due to a disease called seriousness. So eat 5 star to become jovial again.’ The CCC concluded that the frames in the TVC showing the process of child birth are gross and offensive.  The advertisement contravened Chapter II of the Code.  The complaint was upheld. The advertisement had received 21 such complaints against it.

     

    Other advertisements and claims which were upheld included the likes of CNBC TV18. The advertisement claims that, ‘CNBC-TV18 was the only channel India watched, during FM’s speech’ by relying on TAM rating of the day part 11:10 am until 12:06 pm. This claim of Network18 for its channel is completely misleading, factually incorrect, unsubstantiated and even disparaging to the other news and non-news channels including Network18’s competitor channels and ET Now. Network18 stated that according to TAM data, with the criteria- CS AB Males 25+, All India of 17 February 2014, the market share during the day part 11:10 am to 12:06 pm (‘Day Part’) was 100 per cent.  When calculating the TAM rating for the day part, we observed that Network18 had a share of 86 per cent which is in complete contradiction to what Network18 claimed in the Advertisement-1 and, ET Now had a share of 14 per cent, during the said day part, which clearly proves that Network18 was not the only channel that India watched during the FM’s speech as claimed by them.  TVTs garnered by ET Now during the aforementioned day part were 0.290, as against Network18 which garnered 1.680 TVTs.  Thus, it is very clear that ET Now also had viewership during that day part, which Network18 falsely and with mala-fide intention reduced to 0 per cent in the said Advertisement-1. Claim ‘as being the only channel watched’ is misleading to the viewers as there are 242 channels which had some amount of viewership ranging from 2,000 to 510,000 viewers in the Males 25+ SEC AB TG, out of which, 110 channels in that Day Part  had a higher reach than the Channel of Network18.  In the absence of comments from the Advertiser, the CCC concluded that the claim, ‘CNBC-TV18 was the only channel India watched, during FM’s speech’, was not substantiated and was considered to be misleading. The advertisement contravened Chapters I.1 and I.4 of the ASCI Code.  The complaint was upheld.  

     

    Click here for full report