Week at a glance: IT Rules compliance row; IBF opens up to OTT; ASCI on Influencer Mktg

Social media platforms not banned, for now. But will non-compliance impasse continue?

The deadline for compliance by all digital platforms with the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021, announced on February 25, 2021, ended at midnight of May 25, 2021. Contrary to the rumours floating around, social media platforms, which are yet to comply with the guidelines, have not been banned by the Indian Government yet. 

IT Rules 2021: Furnish compliance details in 15 days - MIB to digital news media & OTT

Amid Whatsapp filing a legal complaint against the Indian government, seeking to block the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021, the Government has toughened its stance. The Government, has given 15 days’ time to the digital media platforms to furnish details regarding their compliance with the IT Rules 2021. 

Whatsapp privacy row – What the Government said on Right to Privacy

Following WhatsApp filing a legal complaint against the Indian government, seeking to block the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021, which came into effect from May 26, 2021, the Government of India has affirmed that it recognises that ‘Right to Privacy’ is a Fundamental right and that it is committed to ensure the same to its citizens. 

Renaming of IBF: Two self-regulatory bodies can exist in the broadcast-OTT space

The Indian Broadcasting Foundation (IBF), the apex body of broadcasters, is being renamed as Indian Broadcasting and Digital Foundation (IBDF), as it expands its purview to cover digital platforms to bring all digital (OTT) players under one roof. IBDF is in the process of forming a new wholly-owned subsidiary to handle all matters pertaining to digital media. 

ASCI guidelines will have a ‘Dampening Effect’ impact on un-paid brand collaborations

India’s influencer market is estimated at $150 million in revenues per year and is showing double digit growth according to digital marketing agency AdLift. The Advertising Standards Council of India (ASCI) has launched the final iteration of its Influencer Marketing guidelines that focuses on disclosure of paid collaboration by influencers. To learn more about the guidelines, you may read our story about the draft influencer guidelines or visit https://asci.social/guidelines to read the detailed guidelines. 

Brand empathy: Creating a new level of sensitivity & sustainability during Covid times

The COVID-19 times have brought out the best – and sometimes the worst – in us. But it is the good that lasts for a long time after the deed is done. Organisations and brands of all hues have taken up the mantle to do their bit to help alleviate the sufferings of the people in general as well as their own work force in these challenging times. 

YouTube Monetisation – Will hurt creators, but is best digital ad-asset for advertisers

YouTube has updated its monetisation policy and the large creator community is not happy with it. With this, YouTube has announced its right to monetise all content on its platform. It means that channels which did not want ads on their videos and are not part of the YouTube Partner Program (YPP) will have ads served on their content anyway, however non-YouTube partner channels will not get paid for ads on their content. Any individual who has more than 1,000 subscribers and 4,000 valid public watch hours in the last 12 months can participate in YouTube Partner Programme. 

IPL 2021 to resume in mid-week of September in UAE

Indian Premier League 2021 - The tournament which got suspended due to ongoing Covid crisis, will now be resuming on September 19 in The UAE and will also see its final match played on October 10, 2021. 

Mythological genre records 73% growth in Week 19; Comedy genre up by 36%: BARC

We Indians love our mythologies. Throughout most of Lockdown 1.0 and the first wave of COVID-19 last year, when entire India was confined to their homes and GECs ran out of fresh content, it were the re-runs of mythological serials and other immensely popular old shows that kept the viewers engaged. Re-telecast of ‘Ramayan’ and ‘Mahabharat’ on DD National and DD Bharat saw some of the highest viewership numbers in television history. Other versions of ‘Ramayan’, and serials like ‘Devon Ke Dev Mahadev’, among others, also garnered huge number of eyeballs. 

#FriendsReunion trends; show delivers 1 mn views for ZEE5

According to media reports, Friends Reunion which aired on OTT platform ZEE5 on Thursday recorded over 1 million views in less than seven hours of its digital premiere in India. Friends Reunion is an unscripted special that brought the cast of the show together after 17 years when the show ended in 2004. 

Royal Enfield will be announcing a new motorcycle every quarter: Shubhranshu Singh

In conversation with Adgully, Shubhranshu Singh, Head - Global Marketing and Brand, Royal Enfield, speaks at length about how the brand has evolved over the years, what factors have kept the brand resilient amid launch of strong international brands in India, the formidable Royal Enfield community, how the company has been strengthening their brand engagement across various markets and much more. 

What keeps the pain relief market buoyant in challenging times?

Pain relief balms, gels, sprays, creams, pills and traditional remedies have been the go-to ways to relieve oneself of any aches and pains that one suffers from time to time. In these hyper-sensitive times, when focus on one one’s physical and mental wellbeing is at an all time high, people are choosing their products carefully. 

“PR value must be considered in terms of ROI measured over an extended period of time”

Akansha Pradhan, Head - Corporate Communications & Responsibility, DHL Express India, speaks to Adgully about the progression of PR in the era of social media, using nano influencers to amplify messages, adopting a proactive communications approach in pandemic times and much more. 

The next 5-10 years will be phenomenal for beauty care companies: Chaitanya Nallan

After graduating from IIT-Kharagpur and ISB Hyderabad alum Chaitanya Nallan was running his company mGinger, an advertising platform. In 2011, he, along with Sangram Simha and Veerendra Shivhare, founded IncNut Digital, which operated two women-centric digital media platforms – Stylecraze.com and Momjunction.com. They used to promote a lot of skincare brands through these platforms and got feedback from customers. These feedbacks revealed that most women did not like the products that they were using. 

upGrad acquires Impartus, Commits INR 150 Cr for buyout & its growth

upGrad, South Asia’s largest online higher education company has acquired Impartus, a leading video-enabled learning solutions provider, and has committed over INR 150 Cr for the buyout and to invest in its growth. 

Global alcohol adspend to see 5.3% growth in 2021 as hospitality opens up: Zenith

Alcohol adspend in 12 key markets will grow by 5.3% in 2021, ahead of the 4.9% growth of the ad market as a whole, as brands recover from a much steeper drop in 2020, according to Zenith’s ‘Business Intelligence – Alcohol: Beer + Spirits’ report. Alcohol advertising will then grow roughly in line with the market, with 4%-5% annual growth in 2022 and 2023.

How Canon is keeping photography thriving as COVID keeps India indoors

As part of Adgully’s TALKING INSIGHTS column, C Sukumaran, Director - Consumer System Products and Imaging Communication Products, Canon India, speaks at length about the Unlock campaign, as well as what the EOS R System has to offer to the photographers. He also spoke about the interesting ways that Canon is adopting to engage with their audience as they remain confined to their homes amid the pandemic. 

“Overexposure of brands in a content piece leads to a drop in engagement & viewership”

In conversation with Adgully, Imran Shamsi, Founder & Director, What Works, speaks about how creators need to have a deep understanding of the audience, their viewing habits, and the consumer connect with the brand, their strategy for next three years and much more. 

How design can power a brand’s journey & create strong brand identities

As part of Adgully’s #TwitterChat and #GullyChat, this Friday, May 28, 2021, between 3 pm and 4 pm, we turn the spotlight on ‘The role of design in a brand’s journey’. Some of India’s leading names in Design and Creative thought will participate in the discussions. 

Ad Land’s Young Guns: Prabal Takiar, Httpool India

After having completed his Masters in Advertising & Marketing Management from Amity University in 2015, Prabal Takiar, Twitter Client Partner (North & East), Httpool India, started his career with MagnonTBWA as a Client Servicing Executive, where he learned about Website Design and Development. 

“Along with cricket & football, CEAT is open to other sports depending on scale & RoI”

In an exclusive interview with Adgully for the new ‘MARKETING MINDS’ column, Amit Tolani, Chief Marketing Officer, CEAT Tyres Ltd, speaks at length about how the brand has carried out its operations during the pandemic, the continual focus on introducing new products through strong R&D work, the strong association with cricket and much more. 

TBWAIndia named Dixcy Scott creative partner

TBWAIndia, a premier creative agency, has partnered with Dixcy Textiles, to establish a distinctive brand voice and manage the creative portfolio for its leading brand, Dixcy Scott.