Top Story

e4m_logo.png

Home >> Digital >> Article

Guest Column:Removal of Section 66A will favour the bold: Tripti Lochan

30-March-2015
Font Size   16
Share
Guest Column:Removal of Section 66A will favour the bold: Tripti Lochan

The Tuesday ruling of the Supreme Court regards Section 66A of the IT Act, is a win on multiple levels for the country and its citizens. It upholds the key aspects of our constitution, of liberty and freedom of speech. It validates and re-emphasizes the absolute necessity of an independent judiciary in a democratic state. And then, it keeps safe the very premise of the internet, democratization of content creation and sharing.

It is much more a triumph for the individual citizen than for brands and marketers. But, it does open the door a little wider for content online, from brands.

As best practice, no brand will ever go down a path of marketing, which is counter to prevalent country laws and rules. But, there are brands out there which are braver than others and do want to address issues and areas with their content, which maybe controversial or risqué or even just slightly bold. It always comes down to the discretion of the consumer whether she wants to consume any part of this content that is shared.

For instance, we create a lot of content for a condom brand which has been in the social news a fair bit lately. This work does lead into areas which are not easily or openly discussed in Indian living rooms. As a brand, the brand absolutely needs to talk about safe sex but also about content areas like bedroom etiquette, technique and the morning after. The attempt is to be tasteful and honest at all times and not offend any group/s of consumers. But, the category itself lends itself to bold, risqué and tongue in cheek content. Therefore, for such brands, this ruling means they can pursue content integral to their brand essence with much more confidence and without having to look over their shoulder.

Having said that, by the very nature of the Internet being a medium that’s accessible to all, brands face a greater responsibility in what they create and share as content. 

(The author is the CEO of VML)
 

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...