Top Story

e4m_logo.png

Home >> Advertising >> Article

Creative exaggeration vs misleading claims: Where do marketers draw the line?

03-March-2015
Font Size   16
Creative exaggeration vs misleading claims: Where do marketers draw the line?

With great creative power comes great responsibility. This is something that is relevant not only for advertising, but any form of creative expression that impacts popular culture.

In India, advertisements have to adhere to a code of self-regulation prescribed by the Advertising Standards Council of India (ASCI), which is committed to ensuring protection of the interests of consumers. exchange4media has partnered ASCI to present a forum of discussion and debate named ‘Creativity, For Goodness’ Sake!’ in Mumbai on March 20, 2015.

The attempt is to create an engagement platform, not just another event or seminar. Therefore, the forum will uphold creativity that is exciting and memorable, but with a conscience, based on the premise that there is a critical need to create awareness, belief and advocacy for the very concept of self-regulation in advertising.

THE SPEAKERS

• Marc Mathieu, Global Senior Vice President, Marketing at Unilever. He currently oversees Unilever's global corporate branding effort; marketing training, including the Unilever Marketing Academy; marketing services; agency relations; and return on marketing investment.

• Sir John Hegarty, Founder, Creative, Bartle Bogle Hegarty (BBH) began his career with Cramer Saatchi in 1967, and was a founding share-holder when it became Saatchi & Saatchi. In 1973, he co-founded TBWA, and then in 1982 started Bartle Bogle Hegarty. He was knighted in 2007, won the D&AD President’s Award for outstanding achievement and has been admitted to the US One Show Advertising Hall of Fame. His first book, Hegarty on Advertising – Turning Intelligence into Magic, was published in 2011. He is currently working on his second.

• Shantanu Khosla, MD, P&G India, has been with P&G since 1983. He has over the period gained experience of overseeing P&G’s international businesses in UK, Malaysia, Japan and Singapore too. He leads all three P&G companies in India - Procter & Gamble Home Products Ltd (PGHP),  Gillette India Ltd, and Procter & Gamble Hygiene and Health Care Ltd (PGHH).

Film-maker Rajkumar Hirani, acclaimed director, screenwriter and editor of box-office successes like Munna Bhai MBBS (2003), Lage Raho Munnabhai (2006), 3 Idiots (2009) and PK (2014). He is known for his clean but highly creative films.

The Session Chairs

Sam Balsara, Chairman & MD, Madison World; Sunil Lulla, CMD, Grey Group India and Anuradha SenGupta, journalist, will be the session chairs for some of the speaker sessions.

The Debate

At the centre of the festival will be a debate on the parameters of creative expression in advertising with participants drawn from the top echelons of the creative industry, advertisers and consumer activist space. The debate will take up the conflict between boundless creativity and ethical limits, and tackle the issue of self-regulation and creative responsibility from various angles.
Besides a creative guru, the debate will see arguments put forth by Santosh Desai, MD & CEO, Future Group, known as one of the best thinkers in the advertising business. An IIM-Ahmedabad graduate, he earlier served as President of McCann-Erickson. Having spent 21 years in advertising, he is a veteran in the domain and has been involved in strategically building many key brands.

Paritosh Joshi, Director, Provocateur Advisory chairs the technical committee for the Indian Readership Survey and is a member of the technical committee for the Broadcast Audience Research Council. He is also on the board of the Media Research Users' Council. He was the CEO of STAR CJ Network India.
Anish Trivedi, novelist and former investment banker, will moderate the debate.

Tags ASCI Marc Mathieu Sir John Hegarty BBH Shantanu Khosla Rajkumar Hirani Santosh Desai Sam Balsara Madison World Sunil Lulla

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds