26 September 2021 03:04

MediAvataar's News Desk

MediAvataar's News Desk

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Expert panel will offer non-binding advice, at a pre-production stage, on advertising claims and depictions

● Will help advertisers mitigate the risk of ads being misleading, offensive, unfair or unsafe, and ensure more responsible advertising

In order to aid responsible advertising practices and help brands be more mindful of the claims they make in their campaigns, the Advertising Standards Council of India (ASCI) has launched an “Advertising Advice” service. This paid service is open to all members and non-members of ASCI. It will point out to advertisers and marketers, at the campaign planning stage, if their claims could potentially violate any ASCI code or guideline. This will help them to take corrective action at the pre-production phase and will guide them to substantiate the claim and align the creative basis the ASCI code.

As a self-regulatory body, ASCI aims not just to be an industry watchdog, but also help protect consumers from objectionable ads in the first place. For the advertisers, it provides confidential quick expertise to help them make more responsible advertising. Advertisers will be able to modify claims and depictions at the pre-production stage itself, thus saving them effort, money as well as possible loss of reputation once the advertisement is already in the marketplace. The service aims to help advertisers balance creativity with responsibility and is being offered in line with best global practices followed by different self-regulatory organizations. What is quite unique in the ASCI Advertising Advice service is that the Advertising Advice panel will also include technical experts in different specialties who can examine the claim and evidence for technical claim support.

It is important to note that this service is not intended to be a pre-clearance, and advertisers may use the advice to better their ads in a manner they deem fit.

The Advertising Advice provided by the technical team and subject experts will not be a pre-clearance of the advertisement and neither is it a guarantee against complaints being filed by consumers. However, the service is expected to mitigate the risk of advertising being misleading, offensive, unsafe or unfair. ASCI will process any complaints they receive against such ads as per its normal process. The advisory panel for Advertising Advice service is completely different from the complaints process to avoid any potential conflicts.

Subhash Kamath, Chairman, ASCI, said: “As ASCI steps into its next phase, the Advertising Advice service will be a crucial element in the cause of self-regulation. The service gives brands a chance to better prepare their campaigns and mitigate reputational risks. While there is no guarantee that consumers will not raise a claim against a brand, the advisory does help brands take steps to ensure that their campaigns don’t violate any norms formulated to protect consumer interest. We believe that this advisory service will provide the necessary support to the advertising ecosystem to create more responsible ads without affecting creativity.”

Manisha Kapoor, Secretary-General, ASCI, said: “The advisory can be used by brands to great effect while planning their campaigns. Brands wish to be competitive and push the boundaries of claims. With this service, we can support advertisers to make strong claims while not crossing the all-important lines of honesty, decency, fairness and safety. An external scrutiny by experts at the pre-production stage can add tremendous value to campaign development. Post release of the campaign, any stoppage can cause significant disruption and cost for an organization. But by making this a part of the way advertisers think of campaigns at an early stage, such risks can be mitigated. We see this as a win-win for advertisers and consumers, who then get exposed to fewer problematic ads”

Tuesday, 21 September 2021 00:00

UDAAN – Dare to Dream by ZEE Hindustan

On 18th September 2021, ZEE Hindustan held an event UDAAN – Dare to Dream. In the last one and a half years, the epidemic completely shook the whole world, but some people gathered the strength in those bleak times and kept pushing to attain perfection in their respective field. ZEE Hindustan honoured the people who accelerated the country's economic progress while battling the difficulties during the Corona period through its unique program 'Udaan’. Bollywood actor Bipasha Basu had graced the event.

The event had extraordinary panel of industrialists and entrepreneurs who spoke about the complications faced during covid, how they kept up their businesses and helped the employees in that difficult phase. Shashank Srivastava, Executive director of Maruti Suzuki India, Dr R.S. Sodhi, Managing Director of Gujrat Co-operative milk marketing federation Ltd, Amul and Y.S. Guleria, Director of Honda Motorcycle & scooter India, were part of the first-panel discussion. They spoke about growth strategies, how large companies support small businesses, and how the government has taken several steps to support MSMEs.

Many other panelists, namely Gaurav Beriwal, Sanjay Jhunjhunwala, Nitiz Murdia, Pradeep Aggarwal, Dr Suborno Bose, Subrata Ray, Satvinder Singh Saluja, Ajay Chaudhary, Ashish Desai and Ashish Shah were a part of the event as well. They spoke about innovation in business, new opportunities in these times, inspirational entrepreneurs' stories, and issues about how their respective industries were impacted due to covid.

ZEE Hindustan CEO, Purushottam Vaishnava along with Managing Editor Shamsher Singh, launched the new theme song of ZEE Hindustan on this occasion. Mr. Vaishnava inaugurated the event saying, "ZEE Hindustan is proud to celebrate the people who gave wings to the economy and inspired everyone with their sportsmanship in such difficult times. I salute all the people present today and thank them for the wonderful contribution and keeping the spirits of our country high!"

The programme ended with felicitating those, who overcame their challenges and waved the country's tricolour high in the 2021 Tokyo Paralympics – Sunder Singh Gurjur, Yogesh Kathunia, Singharaj Adhana, Manoj Sarkar, Harvinder Singh. Along with Dutee Chand, Indian professional sprinter and current national champion in the Women’s 100mtrs event.

Manoj Jagyasi, CRO ZEE Hindustan, said, “We would like to extend our gratitude towards industry stalwarts like RS Sodhi from Amul, Y.S. Guleria from Honda Motors, and Shashank Shrivastava from Maruti, for being part of the power-packed panels and motivating other entrepreneurs with their inspiring stories. Big thanks to the sponsors for supporting such an initiative which encouraged businesses to do more towards their organisation and society at large. This was indeed one of the largest events put up by any national channel in the recent past! ZEE Hindustan always has and always will take up such initiatives which represents the true value of Rastravaad”

Havas Creative Group India has announced the appointment of Amish Sabharwal as Senior Executive Creative Director and Creative Head of Digital Experience, effective immediately.

He will be based in Gurgaon and will report to Ravinder Siwach, National Creative Director, Havas Creative Group India. This further strengthens Havas Creative Group India’s senior management as it continues its stellar run after being recently ranked no.2 in the R3 New Business League.

In his new role, Amish will lead the Havas integrated creative digital team with a renewed focus on the digital-first agenda of Reckitt. In addition, he will manage the mandates of many other key brands and clients. He will work closely with the teams to further build integrated strategies and marketing campaigns, which reflects the global vision of creating Meaningful Brands.

With over 13 years of work experience, Amish has several national and international awards to his name. He has worked with some of the leading agencies such as JWT, McCann, Dentsu Impact and Grey, during his career. He brings a rare combination of traditional brand-building skills with native digital thinking as he has led both digital and traditional offerings in his previous stint at Grey Delhi. Over the years, Amish has worked on some of the most prominent brands, namely, IKEA, Gatorade, Subway, Nescafe, Aircel, Nokia, Kurkure, Chevy Cruze, Lays, Airtel DTH and Pizza Hut, to name a few.

Commenting on Amish’s appointment, Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India, said, “Amish brings with him a vast experience of some of the most well-known brands and categories. I believe his unique approach will bring in a breath of fresh air to the creative landscape and fuel our promise of Meaningful storytelling further. I welcome Amish to the Havas family and look forward to him scaling up Havas’ rich legacy to a new level.”

Added, Ravinder Siwach, National Creative Director, Havas Creative Group India, said, “It's been our constant endeavour to offer differentiated and engaging storytelling for our clients. Marrying creativity and digital is at the core of what we do, and integrating it with the global offerings like CX, design, analytics, AI and so on is at the heart of our strategy for growth at Havas Creative. Amish will add more muscle to this vision with his varied background.”

Commenting on his new role at Havas Creative Group India, Amish Sabharwal said, “I am excited to start this new innings with Havas Creative Group India. With Bobby Pawar and Rana Barua at the helm, hunger is evident in the agency’s culture. My role is to build on the sterling legacy these guys have established and make Brand Havas an even bigger name to reckon with. I look forward to creating truly disruptive and effective work for the top brands of this country and cement this legacy."

For Amish, creativity is not just an integral part of his professional but also what fuels his life outside the workspace. A lover of multi-faceted interests, Amish’s hobbies include beat poetry, karaoke, chess, reading fiction novels, food, fashion, and storytelling.



The campaign aims to propagate Road Safety through a resounding message

The new campaign, which is part of Aamir Khan’s two-year association with CEAT, has kicked off during the second leg of the IPL

India’s leading tyre manufacturer, CEAT Tyres, has launched another integrated marketing campaign featuring Bollywood actor Aamir Khan to promote its premium SecuraDrive range of tyres. The campaign will be a series of three advertisements with Aamir Khan playing different avatars in each version throughout the second leg of IPL across media platforms.

The campaign is based on relevant road insights and emphasises on the usage of high-quality tyres that provide complete safety in any kind of situation. The storyline of the first advertisement is unique --- it talks about a utopian world where everyone follows traffic rules. However, in reality, roads are full of surprises, and one needs the safety of tyres that offer outstanding braking and impeccable stability.

The idea behind the campaign is to highlight the importance of high-quality and safe tyres for unexpected surprises on roads. It aims to showcase how the CEAT’s SecuraDrive Car and SUV tyres enable a comfortable drive across different situations through superior control and precise braking.

CEAT had signed Aamir Khan as its brand ambassador for two years in 2020. As part of an integrated marketing campaign, he has already been featured in two commercials during IPL 2020, based on the theme ‘don’t be a dummy’.

Mr. Amit Tolani, Chief Marketing Officer, CEAT Tyres Ltd, said, “Safe and smart mobility has been CEAT’s primary goal. The new campaign with Aamir focuses on our vision of ‘Making Mobility Safer and Smarter Every day’. Our SecuraDrive Car and compact SUV tyres offer a safe ride through improved braking performance and ultimate riding comfort--- the best friend for your car on any road. The campaign emphasises the significance of buying reputable and reliable tyres. Aamir embodies CEAT's honesty, enthusiasm, perfection, and innovation and has been a great brand ambassador for us.”

CEAT SecuraDrive comes in two variants for sedans and compact SUVs and is specially designed to provide superior driving control. Its industry-first 3D groove wall and smart compounding technology help keep the vehicle safe on both wet and dry roads. Its enhanced tyre tread technology helps in lowering noise levels, thus leading to a comfortable driving experience.

Tuesday, 21 September 2021 00:00

RED FM announces Dugga Dugga Festival 2021

93.5 RED FM, India’s leading private radio and entertainment network today announced the return of ‘Dugga Dugga Festival’, the biggest online music fiesta that will showcases Bengal’s iconic Durga Puja.

The event will be streamed online on RED FM Bangla YouTube channel on 9th October, 2021 at 6PM.

The event will have Sujoy Prasad Chatterjee as the festival guide along with performances by renowned Bengali artists like Kaushiki Chakraborty, Raghab Chatterjee and Jayati Chakraborty. Durga Puja in Bengal is not just observed as a religious festival but is also celebrated with utmost grandiose. However, the festivities have been kept low ever since the outbreak of the pandemic which has effected many people included the idol-makers who have been hit the hardest. RED FM has decided to support these artisans of Kumartuli by raising funds in collaboration with ImpactGuru, a donation based crowdfunding platform.

Speaking on the announcement, Nisha Narayanan, Director and COO, RED FM and Magic FM, said, “The experience of Durga puja cannot be expressed in words. It’s an emotion that people experience. However, this year's celebrations are a little different with the ongoing restrictions of the pandemic. We are happy to bring the festive cheer with another edition of ‘Dugga Dugga Festival’. In addition to the festivities, this year we are focussing on artisans of Kumartuli whose main source of income comes from the Durga idols. The livelihood of these artisans are surrounded by uncertainties and to help them overcome this crisis, we have collaborated with ImpactGuru to raise funds. ‘Dugga Dugga Festival’ is our humble effort to sends a message that perhaps what really matters most during a pandemic is community coming together against all odds and helping each other while also enjoying the festivities.”

With experiences like adda with the cultural who’s who of Bengal & RJ Praveen interacting with the artisans of Kumartuli, Dugga Dugga festival plans to evoke nostalgia and unravel the puja for all Bengali and non-Bengali communities across the globe.

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