‘Advertising must have a conscience’
Decency in Advertising – the Sensible, Sensational, Sexy – where to draw the line?; Honesty and Truthfulness in Advertising – Defining the Black and White and Dealing with the Grey and F&B Advertising – promoting processed foods, nutrition or obesity were discussed at length at a seminar organised by ASCI.
“The sensibility of Indian advertising has gone in many directions,” was how Dilip Cherian, Consulting Partner, Perfect Relations, opened the seminar, ushering in the first session on ‘Decency in Advertising – the Sensible, Sensational, Sexy – where draw the line?’
Advertising has changed with the changing times. Piyush Pandey, Executive Chairman & Creative Director, South Asia Ogilvy & Mather observed, “We operate in a changing popular culture, which has also changed.” After giving the audience a slice of the changed times from Bollywood films to ads – Delhi Belly’s Bhaag D K Bose to Beedi jalaile to the controversial Amul macho ad, the daredevil Bajaj Pulsar ads and more, he said, “ I think advertising must have a conscience.” Saying “2+2 shouldn’t make 4 mistakes” he went on to examine “what we are doing right and what we are doing wrong.” Going below the surface, going the stretch – is the answer, he said, because “people in India love ads”. “Be prudent not prude,” was his message.
Akhila Sivdas, Managing Trustee & Director CFAR observed, “ You need to respond to the response to ads .” Without mincing any words she came down strongly on “ads that sued children with adult tones” saying they are “very offensive”. She felt that “Adultification is really a problem” and that “ASCI needs to partner with well-honed consumer bodies”. But she said firmly, “There are certain issues that are non-negotiable as far as children go.” And, there are no two ways about that.
On the topic of projection of women in ads, she said,” We’re concerned about the objectification of women. Sexuality is an old theme, to get eyeballs…everyone has done it time and again.” Whether its regulation or self regulation, it needs to be looked at she pointed out. “Crimes triggered by male-dominated images,” was also something that she was worried about.
Rajiv Takru, Additional Secretary, Ministry of Information and Broadcasting raised the question, ”What is good or bad?” for “Its’ a fine line that separates the two”. On media in general, he said, “ media is a dangerous commodity, don’t undermine the reach of media.” Whether it was print, TV, radio, internet – people take it as ‘gospel truth, specially in the small towns.” How much junk is being pedaled as advertising, he observed. Comparing Indian ad scenario to the West, he said, “There is an impression that Western countries are more modern as far as freedom of expression goes. You’ll never find ads there that are half as suggestive as Indian ads.”
In the panel discussion, ‘Honesty and Truthfulness in Advertising – Defining the Black and White and Dealing with the Grey’ speaker Dinesh Dayal, Chief Operating Officer, L’Oreal remarked that there’s complexity involved in marketing to diverse products in diverse markets to diverse people. And this, he said “must be done with responsibility”. He elaborated, ”There’s always science behind our products.”
“My mandate is the consumer” said Pankaj Agarwala, Additional Secretary, Ministry of Consumer Affairs. He pointed out, “It’s the consumer’s choice, his right to be informed, then the question of compensation and prevention.” He considered the question : How do you compensate a consumer who has been duped? The ad invites someone to get into a transaction. He looked at grey ads, which quoted figures or products that touted a ProV, PUFF etc – but he questioned, do we know what they actually do for the product? But he reiterated that the interest of the consumer is foremost in the mind of the government, and he said, “We must be more proactive.”
‘F&B Advertising – promoting processed foods, nutrition or obesity’, was the concluding panel discussion. Bejon Misra, Founder, Healthy You Foundation held forth that “There are excellent laws in India, old antique laws are being modified. But are they being enforced in an effective manner?” Manu Anand, Chairman and CEO, Pepsico India observed, “Advertising is critical to the food processing industry and it should be done in a responsible manner.” And he was quick to add,” ASCI can play a good role here.”
‘Strengthening self regulation of advertising content was in focus at the seminar organised by ASCI (Advertising Standards Council of india).
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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