Week at a glance: New ad guidelines; Vi debuts; IPL inventory; Taboola-Outbrain part ways
The Consumer Affairs Ministry has released draft guidelines for prevention of misleading advertisements and necessary due diligence for endorsement of advertisements. These guidelines cover all advertising/ marketing communications regardless of form, format or medium.
The advertising industry is in for some clean-up with the release of draft guidelines for prevention of misleading advertisements by the Consumer Affairs Ministry.
Disney-Star India has sold 128 per cent of the ad inventory on TV for the broadcast of the 13th edition of the IPL. A senior industry source informed Adgully that despite the less inventory, digital ad spends on IPL 2020 is set to see a growth of at least 3-4 times over last year. With 128 per cent of the TV ad inventory sold, the excess is most likely to see a diversion from TV to digital this year.
Two of India's most loved and admired brands are now 'Together For Tomorrow' giving birth to a new brand called "Vi" (read as "We").
While a new brand identity was in the offing, there have been mixed industry reactions to Vi – while some felt that the identity was apt, others have raised questions as to whether it dilutes the brand identities of both Vodafone and Idea.
According to media reports, the $850 million consolidation between advertising platforms Taboola and Outbrain has come undone due to various developments post Covid-19 and antitrust concerns in several markets.
Ashwani Singla, Founding Managing Partner, Astrum, speaks at length about the evolution of the PR industry over the last decade, fighting through the pandemic disruption, communication in the new normal, PR measurement and effectiveness of PR, and much more.
Colors’ hit reality show, ‘Bigg Boss’ is returning with Season 14, which is slated to go on air on October 3, 2020. The broadcaster has roped Mobile Premier League as 'Presenting' Sponsor, while Dabur Dant Rakshak Ayurvedic Paste and an HUL brand (the name of which is not revealed yet) have come on board as 'Powered By' Sponsors.
Following the trend from the previous year, the biggest offenders in terms of misleading advertisements were the Education sector (2,000 complaints), followed by Healthcare (787), Personal Care (202) and Food & Beverages (175). Most importantly, out of the 2,126 advertisements upheld by ASCI, the compliance by media owners and advertisers was 98 per cent.
Sumanto Chattopadhyay, aka The English Nut, is as obsessed with the language as Dr Shashi Tharoor, whom Chattopadhyay calls “the Big Daddy of all English nuts”. And when the two converse, it becomes a profound and witty lesson in linguistics.
Radhika Apte is known for her impeccable performances and unconventional roles. Often called the thinking man’s actor, Radhika holds a powerful place in her fans’ hearts.
From a dashing action hero, who can also dance, to goofy comedy roles to a flagbearer of Prime Minister Narendra Modi’s pet projects to a fitness icon – Akshay Kumar has worn several hats.
India’s on demand digital streaming industry surpassed the national film industry in terms of both viewership and growth. With entertainment gone online coupled with a surge in online gamers, the pandemic has proven to be a fillip to the sector with consumers confined to their homes. With the Indian OTT base being pegged to triple this year, the OTT sector presents a huge opportunity for investment into video content and mobile gaming services.
Minari Shah, Director – Public Relations, Amazon India, speaks about the changing dynamics of the PR industry.
Today, most of the startup companies, especially in the technology space, believe a lot in PR to create awareness as it is cost effective and lends credibility. Most of the start-up companies have sharply defined audience, which is all the more reason they place their faith on PR to do their job.
Xaxis India, GroupM’s advanced programmatic arm, launches its first-ever Programmatic Audio Playbook for marketeers. The future of digital audio industry looks optimistic where the number of smartphone users in the country is estimated to reach 829 million of the total population of 1.4 billion by 2022, as a vast majority of advertisers believe that mobile devices (94%) are the most effective means to reach audiences.
Strengthening its digital presence in the international markets, Times Network, in partnership with Vision247, a leading digital communications and managed broadcast service provider based in the UK, has launched TIMES NOW, TIMES NOW WORLD, ET NOW and Zoom in Europe and Mirror NOW globally, through ONEHUBTV.
Succeeding Essence’s Global CEO Kyoko Matsushita, who previously served as APAC CEO, T Gangadhar will be responsible for driving continued client-centric innovation in data, analytics, and technology, as well as business growth and company culture across the agency’s fastest-growing region.
Subhash Kamath, Chief Executive Officer at BBH & Publicis Worldwide, India, has been unanimously elected chairman of the board of governors of the Advertising Standards Council of India (ASCI).
Netflix has elevated Bela Bajaria to head its international TV operations as Vice President for Global Television.
Week 35 (Saturday, 29th August 2020 to Friday, 4th September 2020) didn’t see much upheaval in the News genre. Among the Top 5 Hindi News channels, Republic Bharat strengthened its position. TV9 Bharatvarsh and News18 India recorded gains too.
Deba Ghoshal, Vice President, Marketing & Key Accounts, Voltas, shares why he remains optimistic of a revival in consumer and market sentiments during the festive season amid pandemic condition.
Adgully has reached out to marketers and publishers across India to gauge the sentiments during the festive season this year as part of our special series on ‘Festive Mood’.
Shirish Agarwal, Head-Brand and Marketing Communication, Panasonic India, gives us the Panasonic perspective and the activities carried out by the company during the pandemic and also planned for the festive period ahead.
Amit Tiwari, Vice President, Marketing Communication, Havells India, highlights how most integrations for this festive season will be around digital and content related platforms.