It is great to be in a position when you have to exceed your own benchmark: Sumanto Chattopadhyay
Ogilvy Group India, won the Grand Effie for the Nayi Soch campaign for Star Plus
The 2017 campaign video starred Aamir Khan who played a small town sweet-shop owner and a progressive father. By naming his store ‘Gurdeep Singh & Daughters’, father not only attributes the success of his venture to his daughters but also hands the legacy of the store to his daughters. The 2016 Nayi Soch campaign saw Indian cricketers like Mahendra Singh Dhoni, Virat Kohli and Ajinkya Rahane wear jerseys with their mothers' names on the back, instead of their surnames which typically are passed on from fathers. The Star Plus Nayi Soch campaign has been challenging societal stereotypes that deny women equal rights and hold them back.
The campaign is the brainchild of Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square, The Ogilvy Group. He spoke to exchange4media about the campaign, brands riding the wave of women’s issues, and more.
How did Nayi Soch become the effective campaign that it is?
Earlier, there was a campaign for Star Plus called ‘Rishta Wahi Soch Nayi’. It was a zeitgeist of that era; it reflected the woman of that time and her thinking. Today, the thinking has changed and the woman of 2018 is not trying to compete with men or play a game of one-upmanship.
In the Aamir Khan campaign, the daughters are seen succeeding because they have the same ability as a son. The father establishes that if you give a level playing field to women they will achieve everything that men can and more; they will achieve what they want for themselves.
There was a message for the men as well which was that men should get out of the way of women. As long as men are not an obstacle, women can reach great heights.
The Wear Her Name campaign came from the insight that the world over, surnames come from the father. But the mother’s contribution is at least as much as the father if not more. Getting cricketers like Dhoni to talk about a mother’s role, hits home. Especially because it was not just a TV commercial, we got cricketers to wear their mother’s names on their jersey for a day.
These messages hit home and resonated not only with the woman of today but everybody because there is a growing realisation in India that woman have the capability to do everything and more. You just need to give them the opportunity and recognise the contribution of women like our mothers. The effectiveness of the campaign comes from the message which is the right message for the time.
The topic of gender equality has been picked up by almost all brands. How did you break the clutter to deliver an effective campaign?
Whatever the topic may be, you need to talk about it in an authentic and relevant way. If you are simply paying lip service to it then the campaign may even flop. With both the Nayi Soch campaigns we went out of the ‘idiot box’ so to speak and did something on the ground. Cricketers are such big brand ambassadors in our country when they literally put the message on their backs, that gave the campaign a lot of credibility. So it was a coup on the part of Star Plus to get the cricketers to endorse this powerful message.
Additionally, Aamir Khan who is known to have certain beliefs, playing a father who is proud of his daughters, adds a lot of weight and sincerity to the campaign. If we instead had a star who has never been known to champion anything, then maybe it would not have been as effective and successful.
While the channel’s logo still appears at the end of the campaign, if you look at the message, it is not trying to hard sell the brand; it is not a commercial proposition. All that it says is that as Star Plus, we stand for this philosophy.
What next now?
In 2018 the task for the team will be to figure out the next level to which we can take it. We have set a benchmark for ourselves in terms of effective messaging. As my client, Gayatri Yadav, President Consumer Strategy and Innovation, Star India said, ‘This is history, now we have to plan ahead for what is next. We have to exceed our own benchmark.’ And I told her: It is always great to be in a position when you have to exceed your own benchmark rather than somebody else’s.
What role do brands play in leading social change?
When a powerful brand like Star Plus gives out a message like Nayi Soch, the message reaches a huge audience. We should give out as many positive messages as we can. Finally, the change has to happen on the ground, but it is equally important to give out that message. It is not enough to give out a strident message like beti bachao, beti padhao. When you find a creative way to give that message, suddenly the penny drops for people. One can then just hope that the message will hit home, and that it will make people change.
Schools, government, society all need to play their part. But advertising can also play its part in a nuanced and sensitive way to drive this change. An ad cannot change the world, but it can play a role in this journey.
Principal Correspondent, exchange4media, Mumbai Susmita is a digital marketing reporter at exchange4media. She writes on latest developments in the ever-changing world of digital media and in-depth stories on all things advertising.
Barbie's mentorship program encourages young girls to have positive, strong role models that inspire them to believe that they can be anything
The famous doll brand from the house of Mattel - Barbie, released a campaign video in India called, 'You Can Be Anything,’ to inspire young girls to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them to believe that they can be anything.
With the belief of ‘You Can Be Anything’ philosophy, Barbie reached out to mothers across India to know what their daughters aspire to become when they grow up. The response was overwhelming, with about 1,000 moms sharing beautiful stories of their daughters. Barbie finally chose three girls with most inspiring stories and decided to fulfill their dreams of becoming a Chef, a Gymnast and a Comedian. The role models who were brought on board to mentor, motivate and inspire these young girls were: Commonwealth Games gymnast, Meghana Reddy; Chef at Flavour Diaries, Anjali Pathak and Entertainer Urooj Ashfaq.
Barbie created an intensive mentorship program to help these girls overcome challenges, and accomplish infinite possibilities through hard work and dedication. This program was documented as a video by Barbie and released coinciding with International Day of the Girl Child, to encourage and motivate several other girls to conquer their dreams.
Speaking on the occasion, Lokesh Kataria, Mattel’s Head of Marketing, said, “We are delighted to celebrate the International Day of the Girl Child in India with the release of our campaign video - 'You Can Be Anything. This campaign was conceptualized to encourage young minds through actual stories and highlight the significance of empowering role models. We are happy to have three prominent young achievers like Meghana, Anjali, and Urooj as mentors, and with them, we have tried to depict the importance of appropriate guidance in nurturing dreams. We are hopeful that this initiative will encourage the next generation to believe in their dreams and have faith in their potential.”
Mentors for this campaign are:
Meghana Reddy, Commonwealth Games Gymnast: Telangana’s 19-year-old Meghana is India’s exclusive Olympic representative in gymnastics. She has been training under a former world champion in the US and UK for the last four years and has specialized in Rhythmic Gymnastics.
Anjali Pathak, Chef of Flavour Diaries: Anjali Pathak is a foodie, passionate chef and a teacher. She has been running the popular food studio Flavour Diaries in Mumbai for three years now, offering hands-on cooking classes using fresh local produce, spanning across the Mediterranean, European, American and Asian cuisines.
Urooj Ashfaq, Entertainer: The 22-year old is a writer and comedian working in Mumbai. She is one of the promising comedians in the circuit, known to be creating waves with her humour.
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The brand launched the new campaign to spread awareness on safe jewellery purchase scheme
With the arrival of festive season, Reliance Jewels has geared up with dhamaka offers along with a string of services and benefits for the festive shopper.
In addition to lucrative discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with their latest digital campaign. The brand launched the new campaign to reach out to their existing as well as prospective consumer base to spread awareness about the safe jewellery purchase scheme, thereby making jewellery shopping a pleasant experience.
Commenting on the festive season campaign Sunil Nayak, CEO of Reliance Jewels said, “The newly launched digital campaign will talk about Reliance Jewels’ special offers this festive season along with additional benefits such as complete rate protection, Full Return on Old Gold Exchange & Free Jewellery Insurance. We understand and value our customers and aim to bring only the best offers and benefits for them combined with superior quality, exquisite designs at our showrooms”.
With the entire country coming together during this season to share joyous moments and memories, the wide variety of traditional and contemporary fine jewellery designs at Reliance Jewels makes it a one-stop shop destination for festive shopping and gifting.
Reliance Jewels’ festive campaign advocates its relevance and existence in the customer’s entire life cycle and promises to be with them at every moment. Along with excellent offers the campaign also delivers on the value proposition to its customers.
Reliance Jewels is present in two different formats – Standalone Showrooms & Shop in Shop (SIS). Currently operating through 58 Showrooms and 36 SIS, Reliance Jewels is expanding its base across the country and is excited to cross 100 point of sales before Diwali. Reliance Jewels Shop in Shop offers light weight, trendy and stylish fine jewellery at an affordable price.
The brand has recently moved to a new avatar of being a ‘Jeweller in the Retail Space’. With maximum focus shifting towards customer centricity, new innovative designs and offering unique value proposition to its customers, Reliance Jewels is expanding rapidly. For the patrons the upcoming showrooms will provide an ethereal experience as they walk into a dazzling environment replete with alluring displays of gold and diamond jewellery against rich and opulent decor.
The brand only deals in 100 percent BIS Hallmarked Gold and every diamond used is internationally certified by independent certification laboratories. All Reliance Jewels showrooms have QC Tech Rooms for repairs and Karat Meters for customers to assess purity of gold free of cost. Apart from this the brand also offers loyalty points on every purchase.
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The portraiture, conceptualised by FCB Ulka and brought to life by artist Tushar Kamble, is inspired by the rich tradition of Bengal and local folklore
Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ conducted a pujo activity, Nerolac Shera Para Shera Pujo across Kolkata and other cities of West Bengal.
The brand unveiled a large Durga Maa mural painted on Hotel The Peerless Inn in Kolkata to commemorate this year’s pujo festivities. The event saw Bengali actor Rituparna Sengupta; Ram Mehrotra, VP, Sales & Marketing, India & Nepal at Kansai Nerolac; and Tapas De, General Manager at Hotel The Peerless Inn .
Kansai Nerolac has effectively engaged with its customers through the product portfolio and customer awareness campaigns promoting transformation and environmental sensitivity over the years. The Durga Maa mural signifies the same vision of transformation and beautifying Kolkata in its fourth consecutive year celebration of Nerolac Shera Para Shera Pujo.
The portraiture, conceptualised by FCB Ulka and brought to life by artist Tushar Kamble, is inspired by the rich tradition of Bengal and local folklore, currently adorns the walls at Peerless Inn, Taltala. Depicting the homecoming of Maa Durga, the elements used in the visual identity illustrate the grand celebrations that happen during pujo, when men and women rhythmically dance to the beats of the dhak along with traditional dhanuchi dance competitions. The mural also demonstrates the lions - vahan (vehicle) of Maa Durga.
Commenting on the unveiling, Ram Mehrotra, VP – Sales & Marketing India & Nepal for Kansai Nerolac Paints Ltd said, “Bengal has always been an important market for us. Inspired by the cultural spirit and essence of the state, we have undertaken several activities to engage with our customers. In the past, we have launched ‘Shades of Bengal’ – a coffee table book that unravels various shades and spirituality of Bengal. The Durga Maa mural is yet another attempt to connect with our Bengali audience by adding colour and happiness to their lives on an auspicious occasion like this. The idea behind painting the mural at Peerless Inn was, if put simply, to make Durga Maa stay back, even after Durga Pujo concludes – a commemoration from Nerolac as giving joy back to the city of joy.”
He added, “Nerolac, along with extensive support from paint trade dealers over the years, has continued to flourish. As a part of this year’s initiative, we also organised a community-building initiative called ‘Paintdaan’, wherein Nerolac dealers across West Bengal donated minimum one litre of paint towards the marvellous mural.”
Supporting the initiative, Sengupta said, “I feel immensely proud to be a part of this magnificent unveiling! It is overwhelming to see such creative spells and love of the people of Bengal for Maa Durga, during this time. Shera Para Shera Pujo is indeed a distinguished initiative and Nerolac has been doing a great job of bringing local communities together, thus enhancing community building.”
Commenting on the initiative, De said, “We are honoured to partner with Kansai Nerolac for this unique initiative. Durga Puja is the biggest socio-cultural festival in Kolkata and Kansai Nerolac has provided, a remarkable opportunity to host Durga Maa at our hotel. The mural showcases the true meaning of Durga Pujo.”
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He will be the new face of Fast&Up multi-channel marketing campaign as well as brand engagement activities
Recently, Sandeep Singh’s story was retold through his biopic - Soorma in which Diljit Dosanjh essayed the lead role. Famously known as Flicker Singh, Sandeep Singh played as full back and was a penalty corner specialist for the team; currently is a DSP in Haryana Police. Sandeep Singh’s passion for sports and fitness, his determination and spirit for the game makes him the right fit for the brand.
Since its inception, Fast&Up India has worked to educate sportspersons and fitness enthusiasts interested in living an active lifestyle about the importance of including nutritional supplements alongside an optimal diet and training routine to achieve the best results in a healthy manner. Fast&Up offers a range of health supplements under both sports nutrition and active nutrition. These include Fast&Up Fortify, Fast&Up Activate, Fast&Up Reload and more.
Talking about the association, Sandeep Singh said, “I have used Fast&Up personally and been an active promoter of the brand long before I considered to endorse it. In a highly competitive nutrition market, Fast&Up stems out as a brand that differentiates itself through a compelling story, a commitment to stay relevant and high quality products. I am very happy to associate with Fast&up and look forward to working with them closely.”
Vijayraghavan Venugopalan, CEO, Aeronutrix Sports Products Private Limited, said, “Fast&Up is one of the fastest growing sports and active nutrition brands in India. A lot of famous sports personalities have included our supplements in their routine and now it’s time reach out to people who aspire to be one of them. We are very proud and privileged to be associated with Sandeep Singh and believe that he is well suited for the purpose as he has been and still is inspiring a lot of upcoming sports enthusiasts and athletes. And since the Hockey World Championship is starting next month, having Sandeep Singh on board is a great addition to the brand. Through this association, we aim to strengthen its brand identity as the most trusted and reliable mobile sports and active nutrition brand in the nutrition supplement industry.”
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"Teri Har Udaan, Hamari Shaan" campaign is conceptualised by Dentsu One, a Dentsu Aegis Network division
Honda Motorcycle and Scooter India Pvt. Ltd. Has come out with its new corporate campaign - “Teri Har Udaan, Hamari Shaan”. The campaign, conceptualised by Dentsu One, a Dentsu Aegis Network division, demonstrates how Honda has given wings of freedom to the ride of millions of Indians over last 18 years.
The campaign aims to communicate the commitment and experience Honda offers to its customers from pre- sales to after sales, from safety riding training to customisation of products, from racing to adventure. The idea was to showcase all the myriad ways in which the brand touches the customer.
The story opens in the Honda factory where Honda associates gather for their shifts. The group is joined by Akshay Kumar, the brand ambassador. They stand together and sing, “Dil hai, jaan hai, imaan hai… teri har udaan, hamari shaan hai”
As the song continues, in the background we see several customers experiencing the commitment that Honda has in sales, after sales, service, road safety, customisation, racing and adventure.
Towards the end of the film, we see Akshay Kumar himself experiencing the joy of adventure on the hills while riding Africa Twin. The film marks the introduction of Joy Club- Honda 2Wheeler India’s loyalty program which customers can join and enjoy many benefits.
Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “The trust and patronage of our customers towards 'Brand Honda' reflects in the expanding customer base of 39 million Honda wing riders. With the new corporate film, we aim to further strengthen our commitment by 'Serving our Customers with a Smile' in all areas of engagement and provide them with the 'Joy of Riding' in pursuit of their Dreams.”
Titus Upputuru, National Creative Director, Dentsu One, said, “Usually we create communication for the customers. At times, we create for brand’s internal audience. We thought this could be a rare opportunity where the communication could be more than just customer facing. We thought we could use this opportunity to uplift, motivate and inspire every single individual who is associated with the brand. We asked a question, “How does it feel to make someone fly?”
The song ‘Teri har udaan, hamari shaan’ is an answer to this. Here the Honda associates, dealership staff, service staff take a pledge that they will put all of their ‘dil, jaan, imaan’ into every little thing they do. The film celebrates spirit and action in equal measure, however small or big.”
Abhinav Kaushik, Executive Vice President, Account Management, Dentsu One, said, “In marketing, we often talk about touchpoints through which a brand needs to engage with its customers. For most brands, it’s a tick-mark and a numeric count of how many touch points they have. With this campaign and ground-level initiatives, Honda wants to ‘touch’, ‘empathize’ and ‘engage’ with its customers to create deep-rooted and inseparable bonds of trust and commitment – that transcend the ‘touchpoints to trust-points’. The relentless spirit to create long term value for its customers is clearly the objective that Honda is pursuing here.”
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From TATA TEA to Max Fashion, we take a look at campaigns that beautifully captured the essence of Durga Puja.
Durga Puja is one of the most auspicious festivals celebrated in India. It reveres the goddess Durga and is extremely popular among the Bengali community throughout the world.
The occasion also presents a huge opportunity for brands to reach out to them as they connect with their audience and strengthen their bonds. From TATA TEA to Max Fashion, we chalk out campaigns that beautifully captured the essence of Durga Puja. Here are few brand campaigns that managed to grab our attention.
TATA TEA launched their latest film titled "Celebrate the Goddesses of our Homes" for their digital campaign 'Jaago Re' version 2.0. Conceptualised by team Wavemaker, the new digital film is an extension to the latest campaign of TATA TEA which is on the theme of pre-activism ‘Alarm Bajne Se Pehle Jaago Re’.
The new digital film draws a parallel between Goddess Durga and the women at home and office who are part of our daily lives, who make our lives better by working around the clock and multitasking tirelessly. Therefore, Durga Puja was identified as the perfect occasion to launch the digital campaign.
The campaign compares these women to the Goddess being worshipped during Durga Puja and how people fail to realise that these women are the images of the Goddess too. It is up to us to ensure that they are also given the respect that they deserve. The film ends with a powerful statistic on domestic abuse in India which is thought-provoking.
The campaign has been conceptualised by JWT Bangalore. The ad revolves around the feeling of “Pujo toh eshei gyalo!” (Pujo is almost here!). While Durga Puja is just four days, the excitement of ‘Pujo’s almost here’ begins a couple of months prior. The festival is all about shopping for new clothes, food, family and pandal hopping.
Witnessing the city and its people gearing up for the festival is as exciting as the festival itself! In fact, most people begin their shopping very early as there is so much to buy for themselves, family and friends. And once you’re done with shopping, the agonizing wait begins which is even more beautiful.
Myntra announced the launch of a 360-degree marketing campaign to attract shoppers in West Bengal ahead of the most awaited festival in the region, Durga Puja. One of the highlights of the campaign is a 35-second television commercial in Bengali with renowned theatre and film actor Sabyasachi Chakraborty and his family coming together for the first time to play the lead roles in the film. The commercial has been produced in a typical family setting with Sabyasachi Chakraborty, Mithu Chakraborty, Gourab Chakraborty, Arjun Chakraborty and Ridhima Ghosh playing their respective real-life roles. The spot shows viewers witnessing an executive delivering packages to a house, much to the astonishment of its residents, who in a lighter vein, joke about Santa Claus arriving at their doorstep for Durga Puja.
The film then captures the sentiment of the family members through their expressions as they unwrap their gifts. Ridhima in the meantime is witnessing the emotions of her family, for it is she who ordered the gifts to surprise them. Her voiceover also narrates the storyline of the ad and poses a question: “Who delivers all these moments of joy, the one who delivers or the one who placed the order?” By now it is evident that the gifts were ordered on Myntra, which was the ultimate source of their joy.
The brand conducted a much successful and popular activity, Nerolac Shera Para Shera Pujo across Kolkata and other cities of West Bengal. Kansai Nerolac had unveiled a large Durga Maa mural in Kolkata on 8th October 2018 for commemorating this year’s pujo festivities! The event was graced by Bengali actor Rituparna Sengupta, Ram Mehrotra, VP, Sales & Marketing, India & Nepal at Kansai Nerolac and Tapas De, General Manager at Hotel The Peerless Inn.
The magnificent portraiture, conceptualized by FCB Ulka and brought to life by artist Tushar Kamble, is inspired by the rich tradition of Bengal and local folklore, currently adorns the walls at Peerless Inn, Taltala. Depicting the homecoming of Maa Durga, the elements used in the visual identity illustrate the grand celebrations that happen during puja, when men and women rhythmically dance to the beats of the dhak along with traditional dhanuchi dance competitions. The mural also demonstrates the lions- vahan (vehicle) of Maa Durga. Flaunting the traditional Bengali flavour, the art is a splendid amalgamation of the pujo festivities and the power that Maa Durga epitomizes.
The brand celebrated the power of Goddess Durga in every woman with a first-of-its-kind, Nihar Naturals Akai Aiksho Pujo Pandal. These unique pandals did not have an actual idol of Goddess Durga. A 3D installation of only the Dashabhuja (ten hands of Durga) was placed, for women to come on the stage and embrace the avatar while they narrate their stories of independence and strength. So far, the campaign has reached over 20 lakh consumers across Facebook and Instagram with hundreds of women participating in the festivities at the pandal, by clicking their pictures in front of the Dashabhooja backdrop.
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A 30-second video starring Deepika summarises the theme of the campaign
Actor Deepika Padukone’s fashion brand for women, ‘All about you’, in association with Myntra, has launched a campaign to promote its 2018 autumn-winter collection.
According to Myntra, inspired by Deepika’s style, embracing modern femininity of women in India, AAY’s AW18 collection is a careful contemplation of the brand’s stance with a subtle hint for the season.
The highlight of the campaign is a 30-second commercial, featuring Deepika, who illustrates the range and variety that AAY offers for every mood and occasion, conveying the ultimate message that it has something in store for everyone and brings out the best in every woman. This new campaign will be across digital, cinema and outdoors.
Deepika offers a glimpse of her new collection through multiple portrayals of herself - as a millennial with an old soul, as a young girl who likes to change with the seasons, as someone who enjoys giving everything a little twist and then as someone who likes to keep it simple. Her changeovers are subtle, yet powerful, as she delivers the message – whoever you are, whatever your mood, make it ‘All about you’.
Speaking on the launch, Manohar Kamath, CXO and Head, Myntra Fashion Brands, said, “The new campaign for ‘All about you’ clearly brings forth the brand’s ideology and theme, with Deepika adding great elegance and warmth to her role, inspiring women out there to simply make it, ‘all about you’. The campaign is all set to reach 10 million people over the next few days, highlighting the brand’s AW-18 collection that offers shoppers a refreshing new look for the season.”
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Conceptualised by Wavemaker, the digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm Bajne se Pehle Jaago Re’.
Tata Tea has launched their latest film titled ‘Celebrate the goddesses of our homes’ for their digital campaign Jaago Re Version 2.0. Conceptualised by team Wavemaker, the new digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm bajne se pehle jaago re’.
The new digital film draws parallel between Goddess Durga and the women at home and office who are part of our daily lives, who make our lives better by working around the clock and multitasking tirelessly. Therefore, Durga Puja was identified as the perfect occasion to launch the digital campaign, the agency said in a statement.
The campaign compares these women to the goddess being worshipped during Durga Puja and how people fail to realise that these women are the images of the goddess too. It is up to us to ensure that they are also given the respect that they deserve. The film ends with a powerful statistic on domestic abuse in India which is thought provoking.
Speaking on the film, Puneet Das, Head - Tea Marketing India at Tata Global Beverages, said, “’Tata Tea-Alarm bajne se pehle jaago re’ has been driving messages of pre-activism in a relevant and thought-provoking manner. On the occasion of Durga Puja, we wanted to connect with our consumers at an emotional level and while drawing a parallel with the celebration of the goddess, reiterate the message of respecting the (women) goddesses in our homes.”
Karthik Nagarajan, Chief Content Officer, Wavemaker India, said, “Every year for 10 days, we celebrate the goddess with 10 hands, shower her with all our prayers and offerings, but tend to ignore the women in our household who the goddess symbolises. This central idea led to the creation of this digital film.”
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Karthik Iyer, Praveen Das, Bodhisatwa Dasgupta, and Dinesh Swamy have all stepped down from their positions
An investigation into allegations of sexual harassment has seen four top executives of Dentsu Aegis Network stepping down from their positions.
The company has issued an official statement on the matter stating:
"Dentsu Aegis Network has always believed in providing a safe environment at our workplaces which is free from any kind of harassments. We have a zero tolerance policy towards any kind of harassment at our workplaces. Mr. Kartik Iyer (CEO) and Mr. Praveen Das (MD) have stepped down from their respective positions and responsibilities at Happy Creative Services. Additionally, Bodhisatwa Dasgupta, Sr. Creative Director, Happy Creative Services and Dinesh Swamy, National Creative Director, iProspect India have also stepped down from their respective positions."
As allegations emerged, Ashish Bhasin, Chairman & CEO - South Asia, Dentsu Aegis Network sent a company-wide email emphasising DAN’s zero-tolerance policy, stating, “I want to reach out to all employees of DAN India and reiterate that as an organisation we do not and WILL NOT accept anything but professional behaviour at the workplace. We are committed to taking any complaint in this context to a speedy conclusion post thorough investigation. Any employee found guilty of inappropriate behaviour will face disciplinary action, including Immediate Termination from services.”
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In June 2018, ASCI investigated complaints against 208 advertisements
In June 2018, ASCI investigated complaints against 208 advertisements. For 63 advertisements, the advertisers promptly ensured corrective action as soon as the complaints were received. ASCI’s Consumer Complaints Council (CCC) upheld complaints against 89 advertisements from a total of 145 advertisements evaluated by them.
The most common reason for upholding complaints was exaggeration of product efficacy and exploiting consumers’ lack of knowledge. This was followed by violations of the Drugs and Magic Remedies Act (DMR Act) and the Drugs and Cosmetics (D&C) Rules and advertisements which contravened various ASCI guidelines. Department of Consumer Affairs (DoCA) has engaged with ASCI to process complaints against misleading advertisements.
“ASCI’s evolving self-regulatory framework continues to be responsible and responsive to the needs of the consumers, the advertising industry and the regulators. Our focussed efforts towards building awareness and establishing better compliance in the industry, will continue to make a positive contribution to the advertising ecosystem.” said Shivakumar, Chairman, ASCI.
Complaints against the following advertisements were upheld as the advertisements were in violation of ASCI’s Guidelines for Celebrities in Advertising:
PepsiCo India Holding P. Ltd (Quaker Oats): In the advertisement, a lady conveys that being a play school teacher is like doing sprints and sit ups whole day. Celebrity chef Vikas Khanna conveys that Alisha Merchant eats Quaker oats which consists of two times more protein and fibre, immunity supporting micronutrient and nutritious energy that keeps you going. Claim “Quaker Oats me hai 2x More Protein and Fibre” was qualified with a disclaimer “*Per serve comparison with cornflakes. Reference: Atlas of Indian Foods”, which was not legible and not as per ASCI Guidelines on Disclaimers (font size, contrast, hold duration). The commercial was considered to be misleading by ambiguity and omission of the direct reference of such comparison in the Voice Over itself. The advertisement’s claim “Two times more protein” was misleading by ambiguity and implication and the commercial under reference contravened ASCI’s Guidelines for Celebrities in Advertising.
The below two advertisements violated Chapter III (Unsafe Practices) of ASCI Code:
SpiceJet Ltd (SpiceJet): The visual of “a man inserting loose wires into a power socket and getting an electric shock, and also shown repeating this act again”, shows an unsafe and a dangerous practice, which manifests a disregard for safety and encourages negligence. It was also observed that dangerous act such as this is likely to encourage minors to emulate it in a manner which could cause harm or injury, and lead to them suffering shocks.
Malayala Manorama: In the advertisement, actor Dulquer Salman is playing the main lead of the driver who provides lift to different people without wearing a seat belt. It was concluded that the scene in the commercial of “a model in a car not wearing a seat belt while driving”, shows an unsafe practice. The commercial is likely to mislead consumers by implying that seat belt is not compulsory while driving.
Hindustan Unilever Ltd (Lifebuoy Soap): The television advertisement when seen in totality creates an impression that Lifebuoy is recommended by doctors. This is emphasized by the celebrity posing as a doctor wherein she states “doctor se suno” and in the last frame of the commercial showing four persons in white coat giving an impression that doctors have endorsed this product. In view of the Code of Medical Ethics prohibiting doctors from endorsing any product and in absence of any market research data indicating that medical professionals in general recommend the advertised product, such visual presentation was considered to be misleading by ambiguity and implication.
RSPL Limited (Venus Crème Bar): The advertisement’s claim, Venus crème bar made of natural cream that goes to the depth of the skin”, was not substantiated and is misleading by ambiguity and implication.
Food and Beverages:
Kraft Heinz India Private Ltd - Complan: The advertisement’s claims, ONLY one cup of Complan has protein equivalent to one egg” and “Other Health drinks provide protein equivalent to half egg only.” were not substantiated. “Only Complan” is hyperbolic and the word ‘Only’ pertains to a comparison with similar products i.e. health food drinks catering to healthy growing children aged between 5 -15 years which are in competition with ‘Core Range’ of Complan. The claims were considered to be misleading by ambiguity and exaggeration as well as in contravention of the ASCI Guidelines on Disclaimers.
PepsiCo India Holding P. Ltd (New Tropicana Essentials-Fruits and Veggies): The advertisement’s claim, “New Tropicana Essentials” did not provide any supporting evidence to show that Tropicana Essentials was a “New” product at the time of publishing the advertisement. The claim was misleading. Moreover, the claim “Why would I eat something which has hair?” read in conjunction with a picture showing “drawing of a carrot” and reference to “all goodness, no excuses”, disparaged good dietary practice and selection of options, such as fresh vegetables that accepted dietary opinion recommends should form part of the normal diet. The advertisement contravened ASCI Guidelines on Advertising of Foods & Beverages. Ads of Wild Vitamin Water), Faasos Food Services Pvt Ltd, Britannia Whole Wheat Bread) were also pulled up by ASCI.
Reliance Jio Infocomm Ltd: The advertisement’s claims “Best Network and World’s largest mobile data network” are misleading by ambiguity and implication as they refers to only “consumption of data” and not the extent and infrastructure of network. The claim “Best Entertainment” was not substantiated with the superlative claim of being the best was misleading by ambiguity. Furthermore, the claim “Best post-paid offers” was not clear in terms of which aspect of the advertiser’s product is being compared with which aspects of the competitor’s product. The advertisement is misleading by omission.
Myntra.com: The advertisement’s claim, "Here’s Rs. 300 on us”, is misleading by ambiguity and omission that the offer is only on select products, and that the offer is subject to terms and conditions. The advertiser did not provide the terms and conditions of the offer nor a link showing the same which would have informed the customer about the conditions.
Yatra Online Private Limited (Yatra.com): In the advertisement, the claim offer related to the Fare Type “refundable” was misleading by ambiguity regarding the extent and conditions of the refund, and by omission of a qualifier to mention that it is subject to terms and conditions.
Borosil Limited Glass Works (Borosil): The advertisement’s claim, (in Hindi) in the commercial, “Borosil ka glass lunch box, yeh khaane mein chemicals nahin chodtha” was not adequately substantiated. The claim is misleading by ambiguity and gross exaggeration and exploits consumer’s lack of knowledge. The words referred to in the commercial, “Plastic paratha”, “Gobi Plastic Pasanda”, and “Plastic ka Halwa”, are misleading by implication that the food has become like plastic by being carried in a plastic container and is harmful for health (as they leach chemicals into food), was inadequately substantiated for food grade plastic material, and unfairly denigrated the entire class/category of containers made of food grade plastics.
Suzuki Motorcycle India Pvt Ltd. (Suzuki Access 125): The advertisement’s claim, (in Marathi), “Uttam Mileage Saha” and “Kumi Peete”, were inadequately substantiated. The claims are misleading by omission of the basis of comparison and implication that the vehicle gives better mileage than other two wheeler brands available in the market. The seat length data provided was a simple measurement given only in comparison with Honda Activa. The seat storage data provided were snapshots taken from web page of Suzuki and Honda, respectively. No data was provided to justify comparison with just one competing brand. The claims, “Zaasth Lambh seat”, “Motay storage” are misleading by omission of the basis of comparison and implication that the vehicle has better features than other two wheeler brands available in the market.
SUO MOTO Surveillance by ASCI
The advertisements given below were picked up through ASCI’s Suo Moto surveillance of Print and TV media via the National Advertisement Monitoring Services (NAMS) project. Out of 102 advertisements that were picked up, 49 advertisements were considered to be misleading. Of the total of 49 advertisements, 16 advertisements belonged to the Healthcare category, 16 belonged to the Education category, six belonged to the Food & Beverages category, one to Personal care category, and ten belonged to the ‘Others’ category.
The below advertisement violated ASCI’s Guidelines for Celebrities in Advertising:
Rasna Private Limited (Rasna): The advertisements claim, “Natural Fruit Energy”, was inadequately substantiated and is misleading by ambiguity and implication about the fruit content in the product. The visual of celebrity Kareena Kapoor when seen in conjunction with the claim is likely to mislead consumers regarding the nature of product benefit and contravened the Guidelines for Celebrities in Advertising.
Some ads upheld under HEALTHCARE: Fortis Healthcare Ltd, VLCC Healthcare, Samson Slim Care, Cancer Healer Centre, Lokmanya Medical Foundation (Lokmanya Hospital), Shape in Slimming Centre, Apple Hospital & Test Tube Baby Centre.
The CCC found claims in the advertisements by 16 advertisers that were not substantiated and thus, in violation of ASCI Guidelines for Advertising for Educational Institutions. These include: The Evolving Minds – The Evolving Minds Preschool, Rect Polytechnic College, Lovely Professional University, Pallavi Model School, Vidyamandir Classes and New Gurukul Science Coaching.
Complaints against advertisements of eight educational institutes listed below are UPHELD mainly because of unsubstantiated claims AND/OR misleading claims that they provide 100% placement/ placement assistance AND/OR they claim to be the No.1 in their respective fields.
Koneru Lakshmaiah Education Foundation, Samrat College, Sojatia Classes, Shree Dev Bhoomi Institute of Education Science & Technology, The Vision Education Group – Vision PU College, ITM Group of Institutions- ITM Institute of Hotel Management, Little Wonders International, Haryana College of Fire & Safety Management.
Some ads under Food & Beverage:
Organic India Pvt Ltd (Organic Honey and Organic Ghee): The advertisement’s claim, “Organic Ghee”, was not substantiated for its organic claim for marketing status and is misleading by ambiguity and implication. The claim, “Organic Honey Wild Forest - Boosts immunity and is a source of good bacteria”, was not substantiated and is misleading by ambiguity and implication.
Premium Foods India (Premium Foods Range): The advertisement’s claim, “No.1 brand of Kerala”, was not substantiated with any verifiable comparative data of the advertiser’s product and other brands of instant food products, to prove that it is in leadership position,(No.1 Brand) in Kerala, or through a third party validation. The claim is misleading by exaggeration and implication.
MBS Beverage Pvt Ltd (MBS Cola): The advertisement’s claim, “Odisha's No.1 Beverage Company”, was not substantiated with any verifiable comparative data of the advertiser’s firm and other beverage companies, to prove that it is in leadership position (No.1) in Odisha or through a third party validation. The claim is misleading by exaggeration and implication.
Lotus Herbals Pvt. Ltd (Lotus Professional PhytoRx Sun Protection Range): The advertisement’s claim, “Nature's most effective shield against the sun”, was a superlative claim which not substantiated with evidence of product efficacy and with technical tests/trial reports and is misleading by gross exaggeration. The product packaging claims in the advertisement - “SPF 70 PA+++ PhytoRx Ultra Protect Sunblock”, “SPF 50 PA+++ PhytoRx Sunblock Mist”, and “SPF 30 PA++ PhytoRx UV Screen Gel”, were not substantiated with evidence of the claimed SPF/ PA values. The claims are misleading by exaggeration and likely to lead to grave or widespread disappointment in the minds of consumers.
For six different advertisements of the following Jewellery brands, the claim, “India's Most Preferred Jeweller”, was not substantiated with verifiable comparative data / market survey data of the advertiser’s product and other competitor diamond jewellers or through a third party validation. The source and date of the claim was not mentioned and the claim is misleading by ambiguity and omission.
- Nirvana Diamond Jewellery
- Asmi Diamond Jewellery
- Nakshatra Diamonds
- Gitanjali Jewels
- Sangini Diamond Jewellers
- ARG Outlier Media Asianet News P. Ltd (Republic TV): In the advertisement’s claim, the disclaimer put by the advertiser for the claim "India's No. 1 Channel" is based on one day data (Period: Week 21 - 2018) and not four consecutive weeks of data and also the data was for week days excluding weekend (Day: Week days) and not for entire week as per Broadcast Audience Research Council (BARC). Therefore, it violates BARC Principles. The subject matter of comparison is chosen in such a way so as to confer an artificial advantage upon the advertiser so as to suggest that a better bargain is offered than is truly the case. Hence, the claim "India's No. 1 Channel" disclaimers in the ad were too small which contravened ASCI’s Guidelines on disclaimers
- Doms Industries Pvt Ltd: The advertisement’s claim, “India's No.1 Brand - 2017”, and “India's No.1 Stationery Brand”, were inadequately substantiated and are misleading by exaggeration.
- Sahara India Commercial Corporation Ltd – RML Sahara Ganj: The advertisement’s claim, “The nationally awarded mall”, was not substantiated with details of the criteria for granting the award, references of the award received such as the year, source and category. Also the claim is misleading by ambiguity and exaggeration.
- Action Footwear – (Action Plus): The advertisement’s claim, “Awarded as leading power brand of India”, was not substantiated with copy of the award certificate, details of the criteria for granting the award, references of the awards received such as the year, source and category. The claim is misleading by omission of disclaimer to qualify this claim.
exchange4media Group Service