The Advertising Standards Council of India (ASCI) has released a detailed report on top six violative categories that flouted the self-regulatory body’s norms in their ads across print, tv, and digital media in  FY’21-22. The body looked into a total of 4,184 ads across Education (1,728), Healthcare (775), Personal Care (531), Virtual Digital Assets (VDAs), Gaming (383), and Food & Beverages (373) categories in the last year. 

There was a 23% increase in ads looked into by ASCI in the education category over FY’20-21. Out of 1,728 ads checked, 6% were from the Edtech category. Overall, 90% of these ads appeared on print, 1.2% on TV, 8.8% on digital, and 0.1% on other mediums. 

Nine ads featuring celebrities were found to be misleading and 12 ads were contested based on influencer disclosure violations.

Most of the violative claims under the Education sector were pertaining to Leadership, Awards & Rankings and Job Guarantee claims. Comparative superlative claims like highest success, lowest fees etc. and performance outcome claims like best results, success assured were also common. In addition to these there were a significant number of Money Back Guarantee claims usually clubbed with result oriented/outcome related claims. 

Out of the ads looked into, 1% were dismissed and 99% required modification. While 17% had informal resolution, 83% were upheld. 

Healthcare

There was a 20% decrease in ads looked into ASCI on a fiscal year basis, from 967 in the previous fiscal year to 775 in FY’21-22. While 0.3% complaints were not valid, 1.7% were dismissed and 98% required modification. The procedural outcomes were as follows: informal resoltion - not contested (19%), upheld (62%), and DMR/Covid Violations (19%). 

When it comes to medium split, 75% of these ads appeared on print, 3% on TV, 21% on digital, and 1% on others. Further, five ads featuring celebrities were found to be misleading, and 15 ads violated the influencer disclosure code. 

Most violative claims in the Healthcare category revolved around leadership, awards & rankings and comparative claims specifically under Clinics & Hospitals. Treatment assurance claims were also fairly common. For Drugs and Medicinal products claims of cure - prevention - protection were the most common. Health condition reversal and product performance claims were among the other violative claims noted. There has been a rise in the occurrence of natural ingredient/procedure led treatment/cure claims. 

Personal Care

A whopping 261% increase was recorded in the number of ads looked into by ASCI, from 147 in the last fiscal to 531 now. Out of these 4% were nullified, 5% were dismissed, and 91% required modification. While 69% had informal resolution - not contested, 31% were upheld. 4% of these ads appeared on print, 6% on TV, 88% on digital, and 2% on other mediums. Four ads featuring celebrities were found to be misleading, and 371 ads were found to be violating the influencer disclosure code. 

There were various claims made in the advertisements looked into under this category. Most of the violative claims were pertaining to product performance. Owing the the ongoing pandemic we saw a number of protection and prevention claims particularly claiming protection from germs like viruses and bacteria. Besides these there were comparative claims, Ingredient performance led claims, natural & organic product claims, leadership claims, consumer trust and recommendation by experts claims.

Virtual Digital Assets (VDAs)

In the VDA category, 394 ads were looked into by ASCI, out of which 4% were not valid, 1% were dismissed, and 95% required modifications. While 47% were upheld, 53% had uncontested informal resolution. 1% of these ads appeared on print, 1% on TV, 98% on digital, and 0% on others. No ads featuring celebrities were found to be misleading, albeit, 385 ads were identified to be violating the influencer disclosure code. 

Most advertisements looked into under this sector were influencer disclosure cases where influencers were talking about how to navigate the VDA platforms, or sharing information about the category and how the platform is easy to operate. From some of the ads that made misleading claims, leadership & consumer trust claims were most common. Guaranteed earnings, performance comparisons with other mode of investments like Gold and stock investment followed. The other commonly found claims revolved around promoting the category through referral program claims like refer a friend and win. 

Gaming

There was a 472% jump in the number of ads looked into by ASCI, rising to 383 in FY22 from 67 in the previous fiscal. 4% were not valid, 3% were dismissed, and 94% required some modification. 11% were upheld while 89% had informal resolution: not contested. 1% of these ads appeared on print, 1% on TV, 99% on digital and 0% on others. Eight ads featuring celebrities were found to be misleading and 22 ads violated the influencer disclosure code. 

Most violative claims in the Gaming sector were pertaining to leadership, guaranteed winnings, prize money assurance and safety, security & privacy claims. Other claims like consumer trust - trusted by 3 billion users etc., and comparative claims like win better, Xtimes more winnings were also seen. 

Food & Beverages (F&B)

A 31% increase was recorded in the number of ads looked into by ASCI, 285 in FY’21 and 373 in FY’22. 2% were nullified, 14% dismissed, and 84% required modification, out of which two cases are still sub-judice. 53% had an informal resolution : not contested and 47% were upheld. 16% of these ads appeared on print,7% on TV, 73% on digital, and 4% on others. 10 ads featuring celebrities were found to be misleading and 131 ads were found violating the influencer disclosure code.

Almost every product sub-category under F&B had immunity boosting claims along with ingredient benefit and product performance claims. Comparative claims, leadership claims, health & disease risk reduction claims were also common. Like many other categories there was an increase in claims pertaining to protection from & prevention of various diseases caused by viruses & bacteria. Other claims included awards & rankings, natural source/organic foods, consumer trust and quality claims.

Adding to its glorious 37-shortlist spree, the Indian contingent has clocked in 20 more shortlists across Brand Experience & Activation (10), Creative Business Transformation (1), Creative Commerce (4), Mobile (4), and Creative Effectiveness (1) categories on day two of Cannes Lions Festival of Creativity 2022.

The star campaign of the year, ‘The Unfiltered History Tour’ has got three more shortlists in the Mobile Lions, three in Brand Experience & Activation. The campaign for Vice Media has been created by Dentsu Creative and has already won a Grand Prix, one silver, and two bronze metals.

VMLY&R Commerce’s ‘Smart Fill’ for Unilever has got three shortlists in the Creative Commerce Lions, one in Creative Business Transformation and one in Brand Experience and Activation Category.

‘The Nominate Me Selfie’ for Times of India & Political Shakti by FCB got three shortlists in the Brand Experience and Activation category. Additionally, Cadbury Celebrations ‘Shah Rukh Khan My Ad’ has got two shortlists in the category. VMLY&R’s ‘Adeli’ for Unipads has also been shortlisted in this category.

Further, in the Mobile Lions category, #NothingCoin for Cadbury 5 Star created by Ogilvy Mumbai has been shortlisted. ‘Shagun Ka Lifafa’ created by McCann India for Ujjivan Small Finance Bank got one shortlist in Creative Commerce Lions.

‘Stayfree Project Free Period’ is the only shortlist from India in Creative Effectiveness Lions.

There were no shortlists from India in Creative Strategy Lions.

After the successful run of the earlier brand campaign around showcasing Future Generali India Life Insurance as a Trustworthy brand, Future Generali India Life Insurance is back with ‘Trust Campaign 2.0’. The aim is simple, i.e., to build stronger trust bonds with the customers, distributors, and partners. The brand continues to adhere to ‘father’ as the protagonist while imbibing and manifesting the values of #BharosaPapaJaisa (Trust like fathers) – a pure, secured, and eternal relationship.

The Trust Campaign 2.0 is launched by Future Generali India Life Insurance on 13th June 2022. The campaign beautifully picks up every day ‘slice-of-life’ moments between a father and his child and captures them in well-composed, poetic narratives. The campaign tries to showcase different, regular instances when having a father’s presence makes all the difference in one’s life. It reinforces the value of Trust in any relationship. The way a child Trusts his father, similarly, millions of fathers Trust Future Generali India Life insurance to be their Trusted Lifetime Partner, which is aptly put forward in the line – Sabke liye papa, Papa ke liye hum.

The campaign is launched in different formats majorly in the video, translated into 4 languages: Gujarati, Bengali, Tamil, and Marathi.

Talking about the campaign, Ashish Tiwari, Chief Marketing & Digital Officer, Future Generali India Life Insurance, says, “All long-lasting relationships are based on trust, and to garner that trust, one needs to go the extra mile and act implicitly. The campaign highlights that the child has complete trust in his father, as he is there for the child. Similarly, millions of fathers have trust in Future Generali India Life Insurance to secure their and their family’s future. We respect this trust bestowed upon us and take responsibility for delivering on our promise. We are Lifetime Partners for our customers, and we will be there with them during thick and thin of life, after all –Sabke Liye Papa, Papa Ke Liye Hum.”

Amazon.in has emerged as the biggest brand in week 38, according to the Broadcast Audience Research Council (BARC) India. Hindustan Unilever (HUL) continued to dominate the advertiser’s list. 

Hindustan Unilever registered 5097.68 ad vol ('000 secs) followed by Reckitt (India) at the second position with 3912.86 ad vol ('000 secs) and Brooke Bond Lipton India at the third position with 966.61 ad vol ('000 secs). 

Cadbury's India grabbed the fourth position with 888.85 ad vol ('000 secs), Amazon Online India stood on the fifth position with 876.72 ad vol ('000 secs). The sixth spot was taken by ITC Ltd with 633.72 ad vol ('000 secs), and the seventh position was grabbed by Colgate Palmolive India with 526.58 ad vol ('000 secs). Coca-Cola India took the eighth slot and registered 455.96 ad vol ('000 secs) and Godrej Consumer Products grabbed the ninth position with 435.57 ad vol ('000 secs). Ponds India stood was on number ten with 433.95 ad vol ('000 secs).

In the brand list, Amazon.in emerged as the top brand this week with 651.4 (000 secs) ad volume followed by Horlicks at the second position with 457.3 (000 secs) ad volume and Dettol Toilet Soaps at the third position with 398.58 (000 secs) ad volume. 

Disney+ Hotstar, Dettol, Lizol, and Dettol Antiseptic Liquid bagged fourth, fifth, sixth, and seventh spots respectively with 373.64(000 secs) ad volume, 339.5 (000 secs) ad volume, 332.96 (000 secs) ad volume, and 327.11 (000 secs) ad volume respectively. Harpic Power Plus 10X Max Clean, Moov Strong Diclofenac Gel, and Moov Pain Balm bagged eighth, ninth, and tenth spots with 303.92(000 secs), 302.54 (000 secs), and 294.29 (000 secs) ad volume respectively.

Advertising has a huge role to play in crafting progressive narratives around gender and take the dialogue on feminism forward. And that’s because advertising is a large part of what we consider as popular culture. And therefore, it must mimic society and needs to depict the changing role of women in society.

From time to time, various popular consumer brands have been able to do this very well. A great example is a brand like Tanishq. With its “khud se nayarishta” proposition empowering women to prioritise themselves over anything or anyone else in their lives or their memorable wedding film in 2013 that showed a woman with a child remarrying, the brand has had a very important role to play in changing narratives around women.

Advertising has a huge role to play in crafting progressive narratives around gender and take the dialogue on feminism forward. And that’s because advertising is a large part of what we consider as popular culture. And therefore, it must mimic society and needs to depict the changing role of women in society.

From time to time, various popular consumer brands have been able to do this very well. A great example is a brand like Tanishq. With its “khud se nayarishta” proposition empowering women to prioritise themselves over anything or anyone else in their lives or their memorable wedding film in 2013 that showed a woman with a child remarrying, the brand has had a very important role to play in changing narratives around women.

Advertising has a huge role to play in crafting progressive narratives around gender and take the dialogue on feminism forward. And that’s because advertising is a large part of what we consider as popular culture. And therefore, it must mimic society and needs to depict the changing role of women in society.

From time to time, various popular consumer brands have been able to do this very well. A great example is a brand like Tanishq. With its “khud se nayarishta” proposition empowering women to prioritise themselves over anything or anyone else in their lives or their memorable wedding film in 2013 that showed a woman with a child remarrying, the brand has had a very important role to play in changing narratives around women.