Creative exaggeration vs misleading claims: Where do marketers draw the line?
These and other questions on self-regulation & the boundaries of creative expression in advertising take centre-stage at a mega festival being organized by ASCI in association with exchange4media in Mumbai on March 20, 2015

With great creative power comes great responsibility. This is something that is relevant not only for advertising, but any form of creative expression that impacts popular culture.
In India, advertisements have to adhere to a code of self-regulation prescribed by the Advertising Standards Council of India (ASCI), which is committed to ensuring protection of the interests of consumers. exchange4media has partnered ASCI to present a forum of discussion and debate named ‘Creativity, For Goodness’ Sake!’ in Mumbai on March 20, 2015.
The attempt is to create an engagement platform, not just another event or seminar. Therefore, the forum will uphold creativity that is exciting and memorable, but with a conscience, based on the premise that there is a critical need to create awareness, belief and advocacy for the very concept of self-regulation in advertising.
THE SPEAKERS
• Marc Mathieu, Global Senior Vice President, Marketing at Unilever. He currently oversees Unilever's global corporate branding effort; marketing training, including the Unilever Marketing Academy; marketing services; agency relations; and return on marketing investment.
• Sir John Hegarty, Founder, Creative, Bartle Bogle Hegarty (BBH) began his career with Cramer Saatchi in 1967, and was a founding share-holder when it became Saatchi & Saatchi. In 1973, he co-founded TBWA, and then in 1982 started Bartle Bogle Hegarty. He was knighted in 2007, won the D&AD President’s Award for outstanding achievement and has been admitted to the US One Show Advertising Hall of Fame. His first book, Hegarty on Advertising – Turning Intelligence into Magic, was published in 2011. He is currently working on his second.
• Shantanu Khosla, MD, P&G India, has been with P&G since 1983. He has over the period gained experience of overseeing P&G’s international businesses in UK, Malaysia, Japan and Singapore too. He leads all three P&G companies in India - Procter & Gamble Home Products Ltd (PGHP), Gillette India Ltd, and Procter & Gamble Hygiene and Health Care Ltd (PGHH).
• Film-maker Rajkumar Hirani, acclaimed director, screenwriter and editor of box-office successes like Munna Bhai MBBS (2003), Lage Raho Munnabhai (2006), 3 Idiots (2009) and PK (2014). He is known for his clean but highly creative films.
The Session Chairs
Sam Balsara, Chairman & MD, Madison World; Sunil Lulla, CMD, Grey Group India and Anuradha SenGupta, journalist, will be the session chairs for some of the speaker sessions.
The Debate
At the centre of the festival will be a debate on the parameters of creative expression in advertising with participants drawn from the top echelons of the creative industry, advertisers and consumer activist space. The debate will take up the conflict between boundless creativity and ethical limits, and tackle the issue of self-regulation and creative responsibility from various angles.
Besides a creative guru, the debate will see arguments put forth by Santosh Desai, MD & CEO, Future Group, known as one of the best thinkers in the advertising business. An IIM-Ahmedabad graduate, he earlier served as President of McCann-Erickson. Having spent 21 years in advertising, he is a veteran in the domain and has been involved in strategically building many key brands.
Paritosh Joshi, Director, Provocateur Advisory chairs the technical committee for the Indian Readership Survey and is a member of the technical committee for the Broadcast Audience Research Council. He is also on the board of the Media Research Users' Council. He was the CEO of STAR CJ Network India.
Anish Trivedi, novelist and former investment banker, will moderate the debate.
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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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Swapan 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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