Star India, Taproot Dentsu, Scarecrow Communications, The Social Street, Adfactors lead Abbys Day2 @ Goafest 2017

Day 2 @ Goafest 2017 saw Abbys awarded for Print Craft, Radio & Radio Craft, PR, Branded Content & Entertainment, Brand Activation & Promotion, Broadcast and Direct Marketing

e4m by exchange4media Staff
Published: Apr 8, 2017 10:54 PM  | 31 min read
Star India, Taproot Dentsu, Scarecrow Communications, The Social Street, Adfactors lead Abbys Day2 @ Goafest 2017

Day 2 @ Goafest 2017 saw Abbys awarded for Print Craft, Radio & Radio Craft, PR, Branded Content & Entertainment, Brand Activation & Promotion, Broadcast and Direct Marketing. Some of the big winners were Scarecrow Communications, Dentsu Impact, The Social Street, Taproot Dentsu Mumbai, Star India and AdFactors PR to name a few.

Detailed report below:

Radio & Radio Craft
Scarecrow Communications and Dentsu Impact led in this category with Scarecrow Communications garnering a total of 12  metals. This included 3 Silver metals and 2 Bronze metals in the Radio Abbys and a further 3 Silver metals and 4 Bronze metals in the Radio Craft Abbys.

Dentsu Impact also received a total of 12 metals, including 6 Silver metals and 4 Bronze metals in the Radio Abbys and 1 Bronze and 1 Silver metal in the Radio Craft Abbys.

Taproot Dentsu won 2 Gold metals for the campaign ‘Odds By Adidas’ while JWT India won a Gold for their radio campaigns for Goldilocks.

Brand Activation & Promotion
The Social Street led in this category with 2 Gold and 3 Silver and 4 Bronze metals to end with a total tally of 9 metals. This was followed by Taproot Dentsu with 1 Gold, 3 Silver and 3 Bronze metals.

Taproot Dentsu won a Gold for the campaign ‘Odds by Adidas’. The Social Street won Gold for “Spot of Sun” for Health Assure and another one for “Stars in their Eyes” for Good Day.

Dentsu Webchutney and TBWA Sri Lanka both won 2 Silver metals each. Blink Digital India, Medulla Communications, FCB Interface Mumbai and Milestone Brandcom each won 1 Silver and 1 Bronze metal.

Print Craft
This category saw just one Gold won by Viral Pandya for their work for Osho Industries. The overall leader in the metal tally in this category was The Social Street with 1 Silver and 6 Bronze metals. This was followed by Autumn Winter Communications and Design with 5 metals; including 2 Silver and 3 Bronze metals.

Tapoot Dentsu and Enormous Brands LLP won 3 Silver and 1 Bronze metals apiece.

Direct Marketing
Taproot Dentsu Mumbai bagged the maximum awards with 3 Gold metals, 2 Silver and a Bronze.

Dentsu Webchutney Gurgaon won a Gold and also a Silver. JWT India Bangalore too won a Gold and a Silver.

Happy mcgarrybowen Bangalore won 3 Bronze metals.

Dentsu Impact Gurgaon won a Silver, JWT India Mumbai too won a Silver. BBC Media Action also won a Silver metal as did Famous Innovations Digital Creative, Sideways Consulting LLP and ibs Mumbai.

Branded Content
Famous Innovations Digital Creative led with 2 Gold metals, 3 Silver and a bronze. At second spot was Maxus with 2 Golds and 4 Silver metals.

Mindshare won a Gold and 2 Silver metals. JWT India won a Gold. Culture Machine won a Silver.

Public Relations

AdFactors PR was the clear winner bagging three golds in the category. AdFactors PR also dominated the metal tally by winning a total of eight awards on Friday night.

AdFactors PR won two gold awards for its UnhungryIndia campaign for Godrej Appliances in the Integrated Campaign led by PR and Household and Business Appliances categories, and one gold for the Down’s Syndrome art winning hearts campaign for Om Creations Trust.

Urban Ladder, Isobar India, and Setu Advertising Private Limited won one gold each in the Corporate, Celebrity Endorsement, and Events and Experiential PR categories respectively.

Marico Limited won seven silver PR ABBYs, the most number of silvers in the PR category. Taproot Dentsu won three silvers in the Integrated Campaign led by PR, Celebrity Endorsement, and Luxury Goods Fashion and Beauty categories.

Madison Public Relations bagged two silvers and one bronze.

Value 360 Communications bagged two awards – one silver and one bronze. Godrej Inds and Havas Worldwide India won one silver each in the Household Products and Maintenance, and Events and Experiential PR categories.

JWT India won two bronze metals. The Social Street, Weber Shandwick, Innocean Worldwide Communications, and Pulp Strategy Communications won a bronze award each.

Broadcasting
Star India was the clear winner with it bagging most of the awards. Star India won 1 Gold metal, 4 Silver metals and 3 Bronze metals. The Gold was for Star India’s work under the best original music score for a TV Program category for P.O.W- Bandi Yudh Ke- Rab Di Baaatein.

The 3 Silver metals that Star India bagged were for P.O.W- Bandi Yudh Ke, Koffee With Karan- Promo and Book Adaptations War promo under the respective categories- best launch of a TV program using multimedia, best TV reality show promo and best movie promo by a TV channel. The 3 Bronze metals were for Brewing Up A Storm, Jungle Book and P.O.W Bandhi Yudh Ke- Rahiya Ve under the respective categories- best launch of a TV program using multi-media. Best movie promo by a TV channel and best original score for a TV program.

Colors OAP won a Gold metal. LePlex SPN India won a Silver, Viacom18 also won a Silver while Hotstar won a Bronze metal.

For full list of winners see table below:

Creative ABBY Awards - 2017
RESULTS ARE EMBARGOED TILL END OF AWARD CEREMONY
             
Category Name Category Entry No. Brand Title / Caption Organization Metal
Radio Single Cat 1c : Food 17 VTP Earth Food Swaad Scarecrow Communications Silver
Radio Single Cat 1c : Food 9 Genius Mouth freshener Pryaywachi - Machhli DENTSU IMPACT- DENTSU AEGIS NETWORK Bronze
Radio Single Cat 1c : Food 10 Pryaywachi - Sharab
Radio Single Cat 4c : Clothing, Innerwear, Footwear and Accessories 1 Adidas Odds by Adidas Taproot Dentsu Gold
Radio Single Cat 5c : Household and Business Appliances 28 GOLDILOCKS DISCLAIMER 1 JWT India Gold
Radio Single Cat 5c : Household and Business Appliances 29 DISCLAIMER 2
Radio Single Cat 5c : Household and Business Appliances 30 DISCLAIMER 3
Radio Single Cat 5c : Household and Business Appliances 31 DISCLAIMER 4
Radio Single Cat 5c : Household and Business Appliances 2 KONICA MINOLTA L&K DENTSU IMPACT- DENTSU AEGIS NETWORK Silver
Radio Single Cat 5c : Household and Business Appliances 3 S&V
Radio Single Cat 5c : Household and Business Appliances 22 Khaitan Geysers Bank JWT India Bronze
Radio Single Cat 5c : Household and Business Appliances 23 Boss
Radio Single Cat 5c : Household and Business Appliances 27 Khaitan Pumps Gaswala JWT India Bronze
Radio Single Cat 6c : Automotive Vehicles and Accessories 18 Maruti Suzuki Villain 1 - Mom DENTSU IMPACT- DENTSU AEGIS NETWORK Silver
Radio Single Cat 6c : Automotive Vehicles and Accessories 19 Villain 2 - Sis
Radio Single Cat 6c : Automotive Vehicles and Accessories 1 Honda Motorcycle and Scooter India Pvt. Ltd. Pooja Taproot Dentsu Silver
Radio Single Cat 6c : Automotive Vehicles and Accessories 2 Boss
Radio Single Cat 6c : Automotive Vehicles and Accessories 3 Dost
Radio Single Cat 6c : Automotive Vehicles and Accessories 16 Maruti Suzuki Success Story 1 DENTSU IMPACT- DENTSU AEGIS NETWORK Silver
Radio Single Cat 10c : Media and Publications 23 Radio City Delhi-ite Scarecrow communications Silver
Radio Single Cat 10c : Media and Publications 19 Radio Mango Womens Day Radio Mango Silver
Radio Single Cat 10c : Media and Publications 24 Radio City Mumbaikar Scarecrow communications Silver
Radio Single Cat 10c : Media and Publications 28 Outlook Group Voices Scarecrow communications Bronze
Radio Single Cat 11c : Business and Home Services 35 NestAway Bachelors JWT India Silver
Radio Single Cat 11c : Business and Home Services 8 Max Healthcare ENGLISH DENTSU IMPACT- DENTSU AEGIS NETWORK Bronze
Radio Single Cat 13c : Travel, Entertainment and Leisure 1 Thomas Cook Never Too Old - Man Law & Kenneth Saatchi & Saatchi Pvt. Ltd. Silver
Radio Single Cat 13c : Travel, Entertainment and Leisure 3 Thomas Cook Never Too Old - Woman Law & Kenneth Saatchi & Saatchi Pvt. Ltd. Silver
Radio Single Cat 14c : Corporate 19 Maruti Suzuki Success Story 1 DENTSU IMPACT- DENTSU AEGIS NETWORK Silver
Radio Single Cat 14c : Corporate 20 Success Story 2
Radio Single Cat 14c : Corporate 21 Maruti Suzuki Villain 1 - Mom DENTSU IMPACT- DENTSU AEGIS NETWORK Silver
Radio Single Cat 14c : Corporate 22 Villain 2 - Sis
Radio Single Cat 15c : Public Service, Appeals and Charity 6 Honda Motorcycle and Scooter India Pvt. Ltd. Pooja Taproot Dentsu Silver
Radio Single Cat 15c : Public Service, Appeals and Charity 8 Honda Motorcycle and Scooter India Pvt. Ltd. Boss Taproot Dentsu Silver
Radio Single Cat 15c : Public Service, Appeals and Charity 38 Maruti Suzuki Villain 1 - Mom DENTSU IMPACT- DENTSU AEGIS NETWORK Silver
Radio Single Cat 15c : Public Service, Appeals and Charity 39 Villain 2 - Sis
Radio Single Cat 15c : Public Service, Appeals and Charity 30 Jaagruti Her Love DENTSU IMPACT- DENTSU AEGIS NETWORK Bronze
Radio Single Cat 15c : Public Service, Appeals and Charity 36 Maruti Suzuki Success Story 1 DENTSU IMPACT- DENTSU AEGIS NETWORK Bronze
Radio Single Cat 15c : Public Service, Appeals and Charity 41 Dignity Foundation Guest Scarecrow communications Bronze
             
Radio Craft Cat 26a : Original Music Score 3 Vodafone Vodafone – Super Cheer Hakke Bakke for IPL 2016 redfm Bronze
Radio Craft Cat 26b : Voice Performance 16 Adidas Odds by Adidas Taproot Dentsu Silver
Radio Craft Cat 26b : Voice Performance 17 Thomas Cook Never Too Old - Man Law & Kenneth Saatchi & Saatchi Pvt. Ltd. Silver
Radio Craft Cat 26b : Voice Performance 23 Radio City Mumbaikar Scarecrow communications Silver
Radio Craft Cat 26b : Voice Performance 18 Thomas Cook Never Too Old - Woman Law & Kenneth Saatchi & Saatchi Pvt. Ltd. Bronze
Radio Craft Cat 26b : Voice Performance 29 VTP Earth Food Swaad Scarecrow communications Bronze
Radio Craft Cat 26c : Production 6 SHANKH SOUND STUDIO ROLE REVERSAL_WHAT IF_1 Lingo India Silver
Radio Craft Cat 26c : Production 9 VTP Earth Food Swaad Scarecrow communications Bronze
Radio Craft Cat 26d : Writing 60 Adidas Odds by Adidas Taproot Dentsu Gold
Radio Craft Cat 26d : Writing 85 Radio City Delhi-ite Scarecrow communications Silver
Radio Craft Cat 26d : Writing 51 Maruti Suzuki Success Story 1 DENTSU IMPACT- DENTSU AEGIS NETWORK Silver
Radio Craft Cat 26d : Writing 100 GOLDILOCKS DISCLAIMER 2 JWT India Silver
Radio Craft Cat 26d : Writing 101 DISCLAIMER 3
Radio Craft Cat 26d : Writing 102 DISCLAIMER 4
Radio Craft Cat 26d : Writing 103 DISCLAIMER 5
Radio Craft Cat 26d : Writing 47 Jagruti Her Love DENTSU IMPACT- DENTSU AEGIS NETWORK Bronze
Radio Craft Cat 26d : Writing 86 Radio City Mumbaikar Scarecrow communications Bronze
Radio Craft Cat 26e : Sound Design 9 SHANKH SOUND STUDIO ROLE REVERSAL_WHAT IF_1 Lingo India Silver
Radio Craft Cat 26e : Sound Design 10 Outlook Group Voices Scarecrow communications Silver
Radio Craft Cat 26f : Innovation 7 Meru Missed Call Enormous Brands LLP Bronze
Radio Craft Cat 26f : Innovation 8 Outlook Group Voices Scarecrow communications Bronze
             
Broadcaster Cat 2 : Best launch of a TV program using multi-media 8 P.O.W- Bandi Yuddh ke P.O.W- Bandi Yuddh ke Star India Pvt. Ltd. Silver
Broadcaster Cat 2 : Best launch of a TV program using multi-media 16 Koffee with Karan Season 5 Brewing up a storm Star India Pvt. Ltd. Bronze
Broadcaster Cat 3 : Best TV reality show promo 12 Star World Koffee with Karan - Promo Star India Pvt. Ltd. Silver
Broadcaster Cat 4 : Best TV fiction promo 22 P.O.W- Bandi Yuddh ke-Trailer P.O.W- Bandi Yuddh ke-Trailer Star India Pvt. Ltd. Silver
Broadcaster Cat 8 : Best TV sports channel program promo 3 Hotstar Splits hotstar.com Bronze
Broadcaster Cat 9 : Best movie promo by a TV channel 3 LE PLEX (Sony Pictures Network India Pvt Ltd) Chaplin LE PLEX (Sony Pictures Network India Pvt Ltd) Silver
Broadcaster Cat 9 : Best movie promo by a TV channel 5 Star Plus- Jungle Book Jungle Book Star India Pvt. Ltd. Bronze
Broadcaster Cat 9 : Best movie promo by a TV channel 6 Star Movies India Book Adaptations War promo Star India Pvt. Ltd. Silver
Broadcaster Cat 13 : Best original music score for a TV Program. 4 P.O.W- Bandi Yuddh ke- Rab Di Baatein P.O.W- Bandi Yuddh ke- Rab Di Baatein Star India Pvt. Ltd. Gold
Broadcaster Cat 13 : Best original music score for a TV Program. 7 P.O.W- Bandhi Yuddh ke- Rahiya Ve P.O.W- Bandhi Yuddh ke- Rahiya Ve Star India Pvt. Ltd. Bronze
Broadcaster Cat 13 : Best original music score for a TV Program. 9 Shakti Sonu Nigam Song_Shakti Colors OAP Gold
Broadcaster Cat 13 : Best original music score for a TV Program. 10 Comedy Central India Suits - Mike's In Jail Viacom18 Media Pvt Ltd Silver
             
Public Relations Cat 23a : Food and Beverages 6 Saffola Masala Oats #BreakUpWIthJunk Marico Limited Bronze
Public Relations Cat 23b : Consumer goods: Toiletries, Cosmetics and Healthcare 12 Saffolalife #SmallStepsToHealthyHeart Marico Limited Bronze
Public Relations Cat 23c : Luxury goods, Fashion & Beauty 3 Adidas Odds by Adidas Taproot Dentsu Silver
Public Relations Cat 23d : Household and Business Appliances 2 Godrej Appliances UnhungryIndia AdFactors PR Gold
Public Relations Cat 23g : Financial Services 10 ClearTax ClearTax - Making Income Tax Easy Value 360 Communications Bronze
Public Relations Cat 23h : Household Products and Maintenance 2 GoodKnight Goodknight encourages kids to step outside with the Launch of India’s first fabric roll-on mosquito repellent Godrej inds Silver
Public Relations Cat 23i : Media and Publications 4 Fever 104 FM Don't Shame The Name JWT India Bronze
Public Relations Cat 23j : Business and Home Services 1 Shopmatic Empowering SMEs: Shopmatic Value 360 Communications Silver
Public Relations Cat 23k : Retail Advertising 4 Cafe Coffee Day Launch of Café Coffee Day’s winter menu, ‘Magical Brews’ Madison Public Relations Bronze
Public Relations Cat 23m : Corporate 1 Urban Ladder Mattress Tester Urban Ladder Gold
Public Relations Cat 23m : Corporate 3 Godrej Appliances UnhungryIndia AdFactors PR Silver
Public Relations Cat 23m : Corporate 9 Jaslok Hospital and Research Centre The Dyslexic Captcha Dentsu Webchutney Gold
Public Relations Cat 23m : Corporate 12 Karma Filter Tips Butts to Buds The Social Street Bronze
Public Relations Cat 23m : Corporate 13 TATA Power Delhi Distribution Limited An Independence Day Free From Kite Flying Accidents Innocean Worldwide Communications Bronze
Public Relations Cat 23m : Corporate 20 Asian Paints Asian Paints & St+Art- Bringing art to the masses Madison Public Relations Silver
Public Relations Cat 23m : Corporate 22 IndusInd Bank Realising the Olympic dream Adfactors PR Bronze
Public Relations Cat 23n : Public Service, Appeals and Charity 5 Om Creations Trust Down's Syndrome art winning hearts Adfactors PR Gold
Public Relations Cat 23n : Public Service, Appeals and Charity 15 Saffolalife #SmallStepsToHealthyHeart Marico Limited Bronze
Public Relations Cat 23p : Events & Experiential PR 4 PMC Care Ganesh Immersion Booths Setu Advertising Private Limited Gold
Public Relations Cat 23p : Events & Experiential PR 5 Intel India EK Kadam Unnati Ki Aur Pulp Strategy Communications Pvt. Ltd. Bronze
Public Relations Cat 23p : Events & Experiential PR 8 Godrej Appliances UnhungryIndia AdFactors PR Bronze
Public Relations Cat 23p : Events & Experiential PR 14 Asian Paints Asian Paints & St+Art- I love Hyderabad Madison Public Relations Silver
Public Relations Cat 23p : Events & Experiential PR 24 Reckitt Benckiser India Pvt. Ltd - Mortein Mortein - Kill the real demons Havas Worldwide India Pvt. Ltd Silver
Public Relations Cat 23p : Events & Experiential PR 29 Saffola Masala Oats #BreakUpWIthJunk Marico Limited Bronze
Public Relations Cat 23p : Events & Experiential PR 30 Saffolalife #SmallStepsToHealthyHeart Marico Limited Bronze
Public Relations Cat 23q : Celebrity Endorsement 5 Adidas Odds by Adidas Taproot Dentsu Silver
Public Relations Cat 23q : Celebrity Endorsement 7 Reebok India Fit To Fight Isobar India Gold
Public Relations Cat 23q : Celebrity Endorsement 12 Saffolalife #SmallStepsToHealthyHeart Marico Limited Bronze
Public Relations Cat 23r : Sponsorship 3 Airtel Make Your Run Count JWT India Bronze
Public Relations Cat 23r : Sponsorship 8 IndusInd Bank Realising the Olympic dream Adfactors PR Silver
Public Relations Cat 23s : Integrated Campaign led by PR 5 Godrej Appliances UnhungryIndia AdFactors PR Gold
Public Relations Cat 23s : Integrated Campaign led by PR 9 Adidas Odds by Adidas Taproot Dentsu Silver
Public Relations Cat 23s : Integrated Campaign led by PR 15 IndusInd Bank Realising the Olympic dream Adfactors PR Bronze
Public Relations Cat 23s : Integrated Campaign led by PR 16 Star World Premiere HD Creating Channel Mindspace for Star World Premiere HD Weber Shandwick Bronze
Public Relations Cat 23s : Integrated Campaign led by PR 18 Saffolalife #SmallStepsToHealthyHeart Marico Limited Bronze
             
Brand Activation Cat 22a : Food 3 KFC Teleconnect To Nashville Blink Digital India Pvt Ltd Bronze
Brand Activation Cat 22b : Beverages 3 Red Bull Red Bull Soapbox Race 2016 Wizcraft International Entertainment Pvt. Ltd Bronze
Brand Activation Cat 22c : Toiletries, Cosmetics and Healthcare 6 Health Assure Spot of Sun The Social Street Silver
Brand Activation Cat 22c : Toiletries, Cosmetics and Healthcare 2 Concerta ADHD Symptom Stamps Medulla Communications Bronze
Brand Activation Cat 22d : Clothing,  Innerwear,  Footwear and Accessories 6 American Tourister Uber Tourister Taproot Dentsu Bronze
Brand Activation Cat 22d : Clothing,  Innerwear,  Footwear and Accessories 7 Adidas Odds by Adidas Taproot Dentsu Bronze
Brand Activation Cat 22g : Telecom Products and Services 3 Airtel Open Network Taproot Dentsu Silver
Brand Activation Cat 22g : Telecom Products and Services 1 Airtel Lifesaving Wallpapers Taproot Dentsu Bronze
Brand Activation Cat 22j : Media and Publications 21 TNL Radio Network Sugar Free Radio TBWA\Sri Lanka Silver
Brand Activation Cat 22j : Media and Publications 6 Star Plus Nayi Soch Cricket Campaign Star India Pvt. Ltd. Bronze
Brand Activation Cat 22j : Media and Publications 9 Eighteen Plus Duets Eighteen Plus a lot more The Social Street Bronze
Brand Activation Cat 22j : Media and Publications 13 Star Jalsha/West Bengal Police Bring Them Back The Social Street Bronze
Brand Activation Cat 22n : Corporate 16 Jaslok Hospital and Research Centre The Dyslexic Captcha Dentsu Webchutney Silver
Brand Activation Cat 22n : Corporate 54 TNL Radio Network Sugar Free Radio TBWA\Sri Lanka Silver
Brand Activation Cat 22n : Corporate 51 Star Jalsha/West Bengal Police Bring Them Back The Social Street Bronze
Brand Activation Cat 22o : Public Service, Appeals and Charity 10 Doors Step School World's first streets named after Street kids. FCB Interface, Mumbai Silver
Brand Activation Cat 22o : Public Service, Appeals and Charity 18 WORK IN INDIA MUKHOTA - Life Saving Mask Kinetic India Bronze
Brand Activation Cat 22p : Ambient Media 8 Doors Step School World's first streets named after Street kids. FCB Interface, Mumbai Bronze
Brand Activation Cat 22p : Ambient Media 19 Varuna Pumps Life Saving Lightning Billboard Scarecrow Communications Bronze
Brand Activation Cat 22q : Use of Promotional Stunts and Live Advertising  3 KFC Teleconnect To Nashville Blink Digital India Pvt LTd Silver
Brand Activation Cat 22q : Use of Promotional Stunts and Live Advertising  16 Airtel AIRTEL OPEN NETWORK Milestone Brandcom Silver
Brand Activation Cat 22q : Use of Promotional Stunts and Live Advertising  6 Star Plus Nayi Soch Cricket Campaign Star India Pvt. Ltd. Bronze
Brand Activation Cat 22q : Use of Promotional Stunts and Live Advertising  19 Pepsi Pepsimoji Mood Vending Machine JWT India Bronze
Brand Activation Cat 22r : Use of Live Shows/Concerts/Festivals 4 Good Day Stars in their Eyes The Social Street Gold
Brand Activation Cat 22r : Use of Live Shows/Concerts/Festivals 16 Reckitt Benckiser India Pvt. Ltd - Mortein Mortein - Kill the real demons Havas Worldwide India Pvt. Ltd Silver
Brand Activation Cat 22r : Use of Live Shows/Concerts/Festivals 8 Dabur Lajja Kavach Conquering the world's largest battle ground of brands -with shield of dignity Milestone Brandcom Bronze
Brand Activation Cat 22s : Use of Guerrilla Marketing in a Promotional Campaign (Small Scale) 3 Morning Fresh Bro'ster Dentsu Webchutney Silver
Brand Activation Cat 22t : Use of non-Traditional Ambient in a Promotional Campaign (Large Scale) 8 Star Jalsha Bring Them Back The Social Street Silver
Brand Activation Cat 22u : Use of Customer in-Store Experience  7 Health Assure Spot of Sun The Social Street Gold
Brand Activation Cat 22u : Use of Customer in-Store Experience  2 Concerta ADHD Symptom Stamps Medulla Communications Silver
Brand Activation Cat 22v : Sponsorship or Partnership Campaigns 2 American Tourister Uber Tourister Taproot Dentsu Silver
Brand Activation Cat 22v : Sponsorship or Partnership Campaigns 8 Star Jalsha Bring Them Back The Social Street Silver
Brand Activation Cat 22v : Sponsorship or Partnership Campaigns 4 Good Day Stars in their Eyes The Social Street Bronze
Brand Activation Cat 22w : Programmes that use multiple media platforms in one promotional campaign 12 Adidas Odds by Adidas Taproot Dentsu Gold
Brand Activation Cat 22w : Programmes that use multiple media platforms in one promotional campaign 27 Airtel Open Network Taproot Dentsu Silver
             
Branded Content Cat 21a : Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand including TV, mini-series, web series, cinema, DVD releases and online/digital. 9 Pepsi Pepsi Mini Series JWT India Gold
Branded Content Cat 21a : Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand including TV, mini-series, web series, cinema, DVD releases and online/digital. 3 ITC Vivel Amitabh Bachchan Unblushed | #AbSamjhautaNahin Culture Machine Silver
Branded Content Cat 21a : Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand including TV, mini-series, web series, cinema, DVD releases and online/digital. 20 Tata Tiago The untold story of India’s biggest branded content series ever Maxus Bronze
Branded Content Cat 21b : Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s) including TV, mini-series, web series, cinema, DVD releases and online/digital. 19 Sonata When Women’s Courage prevailed from 8PM to 8AM maxus Gold
Branded Content Cat 21b : Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s) including TV, mini-series, web series, cinema, DVD releases and online/digital. 13 Nestle + Nanhi Kali School Chali Main Famous Innovations Digital Creative Pvt Ltd Silver
Branded Content Cat 21b : Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s) including TV, mini-series, web series, cinema, DVD releases and online/digital. 1 The Roadster Life Co. #RoadsterProject Brave New World Communications Pvt. Ltd. Bronze
Branded Content Cat 21b : Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s) including TV, mini-series, web series, cinema, DVD releases and online/digital. 25 Vodafone Vodafone gave the ultimate AGNIPARIKSHA Maxus Bronze
Branded Content Cat 21c : Best brand or product integration into a feature film, existing TV show and/or series including TV, mini-series, web series, cinema, DVD releases and online/digital. 17 Rin Detergent Powder Bollywood Sings the Rin's Anthem Mindshare Silver
Branded Content Cat 21c : Best brand or product integration into a feature film, existing TV show and/or series including TV, mini-series, web series, cinema, DVD releases and online/digital. 20 Saffola Active Integration of Saffola Active with Ki & Ka Madison MATES Silver
Branded Content Cat 21c : Best brand or product integration into a feature film, existing TV show and/or series including TV, mini-series, web series, cinema, DVD releases and online/digital. 4 OPPO Mobiles India Pvt. Ltd OPPO CAMERA PHONE on 24 Season-2 – A SPECIAL MEMBER OF THE ANTI TERRORIST UNIT Viacom18- Brand Solutions Bronze
Branded Content Cat 21c : Best brand or product integration into a feature film, existing TV show and/or series including TV, mini-series, web series, cinema, DVD releases and online/digital. 24 Tata Tiago The untold story of India’s biggest branded content series ever Maxus Bronze
Branded Content Cat 21d : Best use or integration of experiential events, Creative positioning of a brand using events, festivals, flash mobs, installations, etc.  10 Gatorade Gatorade - Sweat It To Get It Dentsu Webchutney Gold
Branded Content Cat 21d : Best use or integration of experiential events, Creative positioning of a brand using events, festivals, flash mobs, installations, etc.  29 Sonata When Women’s Courage prevailed from 8PM to 8AM maxus Gold
Branded Content Cat 21d : Best use or integration of experiential events, Creative positioning of a brand using events, festivals, flash mobs, installations, etc.  14 Carnival Cinemas Happy Dogs Happy Diwali The Social Street Bronze
Branded Content Cat 21d : Best use or integration of experiential events, Creative positioning of a brand using events, festivals, flash mobs, installations, etc.  26 Nestle + Nanhi Kali 100 m Run Extra Famous Innovations Digital Creative Pvt Ltd Bronze
Branded Content Cat 21e : Best use of integration of user generated content. 2 Chaayos Tea Cafe Single Mom Double Parent Taproot Dentsu Bronze
Branded Content Cat 21e : Best use of integration of user generated content. 5 Nutralite World's First Healthgram Tonic Media Digital Pvt Ltd. Bronze
Branded Content Cat 21f : Best use or integration of music
Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform.
10 Dove Dove - Reframing the beauty debate in INdia Mindshare Gold
Branded Content Cat 21f : Best use or integration of music
Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform.
12 Nestle + Nanhi Kali School Chali Main Famous Innovations Digital Creative Pvt Ltd Gold
Branded Content Cat 21f : Best use or integration of music
Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform.
7 Rin Detergent Powder Bollywood Sings the Rin's Anthem Mindshare Silver
Branded Content Cat 21f : Best use or integration of music
Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform.
13 Nanhi Kali Nanhi Kali Voice Academy Famous Innovations Digital Creative Pvt Ltd Silver
Branded Content Cat 21g : Best use or integration of offline media such as print, out of home, etc. 1 Nestle + Nanhi Kali Illustrated Children's Books Famous Innovations Digital Creative Pvt Ltd Gold
Branded Content Cat 21g : Best use or integration of offline media such as print, out of home, etc. 2 Nanhi Kali Nanhi Kali Voice Academy Famous Innovations Digital Creative Pvt Ltd Silver
Branded Content Cat 21h : Best integrated entertainment content campaign which uses more than 2 media. 8 Sonata When Women’s Courage prevailed from 8PM to 8AM maxus Bronze
             
Print Craft Cat 25a : Art Direction for Print Advertising 28 Wood Arts Life Story 1 The Social Street Bronze
Print Craft Cat 25a : Art Direction for Print Advertising 29 Life Story 2
Print Craft Cat 25a : Art Direction for Print Advertising 30 Life Story 3
Print Craft Cat 25a : Art Direction for Print Advertising 58 Universal Delivery Solutions Two Flags - Luxembourg to Sierra Leone DENTSU IMPACT- DENTSU AEGIS NETWORK Bronze
Print Craft Cat 25a : Art Direction for Print Advertising 59 Two Flags - Poland to Bulgaria
Print Craft Cat 25a : Art Direction for Print Advertising 60 Two Flags - Sudan to Yemen
Print Craft Cat 25a : Art Direction for Print Advertising 73 Apollo Tyres Ltd. Inflated Tyres - Office Cocktail Art Bronze
Print Craft Cat 25a : Art Direction for Print Advertising 74 Inflated Tyres - Date
Print Craft Cat 25a : Art Direction for Print Advertising 91 India Radio Forum Soldier Scarecrow Communications Bronze
Print Craft Cat 25a : Art Direction for Print Advertising 92 Poultry Farmer
Print Craft Cat 25a : Art Direction for Print Advertising 93 Postman
Print Craft Cat 25a : Art Direction for Print Advertising 31 Madhya Pradesh Police Ujjain Door Step - Resort The Social Street Bronze
Print Craft Cat 25a : Art Direction for Print Advertising 32 Door Step - Office
Print Craft Cat 25a : Art Direction for Print Advertising 33 Door Step - Home
Print Craft Cat 25a : Art Direction for Print Advertising 39 Panasonic Suspect All – Panasonic CCTV Taproot Dentsu Silver
Print Craft Cat 25a : Art Direction for Print Advertising 67 Atharv Academy Gypsies of Maharashtra - Vasudev Enormous Brands LLP Silver
Print Craft Cat 25a : Art Direction for Print Advertising 68 Gypsies of Maharashtra - Lavani
Print Craft Cat 25a : Art Direction for Print Advertising 69 Gypsies of Maharashtra - Dombari
Print Craft Cat 25b : Art Direction for - Below the line work 34 Integriti Clothing Integriti - The Inspiration Book Autumn Winter Communications and Design Silver
Print Craft Cat 25b : Art Direction for - Below the line work 35 PEPPERMINT CLOTHING PVT LTD Floral Diary Autumn Winter Communications and Design Bronze
Print Craft Cat 25b : Art Direction for - Below the line work 40 Enormous Brands Happier New Year Enormous Brands LLP Bronze
Print Craft Cat 25b : Art Direction for - Below the line work 6 Osho Industries Ltd. Osho Industries Viral Pandya Gold
Print Craft Cat 25c : Copywriting (Below 100 words) 29 LIFE Villian ideas@work Silver
Print Craft Cat 25c : Copywriting (Below 100 words) 30 Bae
Print Craft Cat 25c : Copywriting (Below 100 words) 38 Brain
Print Craft Cat 25c : Copywriting (Below 100 words) 20 Adidas Odds by Adidas Taproot Dentsu Bronze
Print Craft Cat 25c : Copywriting (Below 100 words) 14 Radio One 94.3 FM Robert Johnson Madison BMB Silver
Print Craft Cat 25c : Copywriting (Below 100 words) 15 Jimi Hendrix
Print Craft Cat 25c : Copywriting (Below 100 words) 16 Albert King
Print Craft Cat 25d : Copywriting (Above 100 words) 7 Antim Yatra Farewell - Brother The Social Street Bronze
Print Craft Cat 25d : Copywriting (Above 100 words) 8 Farewell - Mother
Print Craft Cat 25d : Copywriting (Above 100 words) 9 Farewell - Father
Print Craft Cat 25d : Copywriting (Above 100 words) 20 Health Assure Spot of Sun - Star The Social Street Bronze
Print Craft Cat 25d : Copywriting (Above 100 words) 21 Spot of Sun - Home
Print Craft Cat 25d : Copywriting (Above 100 words) 22 Spot of Sun - Teacher
Print Craft Cat 25d : Copywriting (Above 100 words) 19 Adidas adidas - tale of two Taproot Dentsu Silver
Print Craft Cat 25d : Copywriting (Above 100 words) 26 India Radio Forum Poultry Farmer Scarecrow Communications Silver
Print Craft Cat 25d : Copywriting (Above 100 words) 27 Soldier
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Tanmay Bhat puts 'Samay' to good use in new Kotak811 spot

The campaign #SamayKoSahiKaamPeLagao by Schbang stars stand-up comedian Samay Raina alongside Bhat

By exchange4media Staff | Jan 30, 2023 12:55 PM   |   2 min read

Schbang

Kotak Mahindra Bank Limited’s (“KMBL”/ “Kotak”) Kotak811, a semi-autonomous digital bank, announced the launch of its campaign that highlights Kotak811 as the digital bank that lets you do more with your time. The campaign #SamayKoSahiKaamPeLagao features new-age stand-up comedians, Tanmay Bhat and Samay Raina.


Launched in 2017 as an acquisition engine, Kotak811 has evolved to become a semi-autonomous digital bank that offers a range of solutions at the fingertips of customers. 

The campaign reinforces Kotak811 as the digital bank that lets customers do more with their time, thanks to its easy and convenient banking solutions. 

Conceptualized and created by Schbang, this digital campaign comprises a set of 3 ad films, which will be seen across digital channels and OTT platforms. The campaign kicks off with an ad film that is a humorous take on doing more with time, as it shows time being put to better use by literally putting the protagonist Samay (Raina) to better use. 

“The campaign #SamayKoSahiKaamPeLagao aims to encourage consumers to do more with their time by banking with Kotak811,” said Ms Shanti Ekambaram, Whole Time Director, Kotak Mahindra Bank Ltd. “Kotak811 is making banking so easy and convenient with its digital banking solutions, that it leaves one with more time to do things they like. Kotak811 is positioned as a preferred mode of banking for those who feel traditional banking can take up a lot of their time.” 

Akshay Gurnani, Co-Founder and CEO of Schbang, said, “Kotak811 wanted to highlight the convenience of digital banking. Understanding our audience, we knew collaborating with the popular duo - Tanmay Bhatt & Samay Raina would amplify our messaging and draw the right eyeballs. The campaign is overall aimed at showing how the 'Samay' you save by digitally banking with Kotak811 can be spent doing things that actually matter to you.”

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SBI Securities unveils new brand identity

The new logo retains its iconic SBI logo unit

By exchange4media Staff | Jan 30, 2023 12:41 PM   |   1 min read

SBI

SBI Securities has unveiled a new brand identity with aims to strengthen its relationship with customers.

Deepak Kumar Lalla, MD & CEO SBICAP Securities Ltd said, “Our mission is to develop financial solutions that make it easier for our customers to create trusted experiences, while enabling everyone to feel safe and secure in the digital world when it comes to investing. We believe our new tagline “Investment Aur Trust, Dono” has a customer-centric approach and the vital role we play in being their trusted partner when it comes to their investments”.

He further added, “The new avatar reflects the brand’s core values - ‘Simple, Adaptable, Accountable, Trustworthy, Happy, and Innovative, which represents the brand’s vision and strategy as we focus on accelerating our growth trajectory.”

The company stated that conceptually, aspects of ‘Investment & Trust’ were developed to reflect the digital investing experiences are enabled for consumers, by being their trusted investment partner. The new logo retains its iconic SBI logo unit.

The refreshed brand identity manifests itself through its app, website, offline branches, and all branded assets.

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PUMA ropes in Indian cricket captain Harmanpreet Kaur as ambassador

Harmanpreet joins the PUMA roster comprising celebrated sportsmen like Virat Kohli, MC Mary Kom, Yuvraj Singh and Sunil Chhetri

By exchange4media Staff | Jan 30, 2023 12:23 PM   |   2 min read

Puma

PUMA India has announced Indian women’s cricket team captain Harmanpreet Kaur as its latest brand ambassador.

The brand had earlier posted a cryptic teaser video of a player taking position at the stumps and quizzed the audience to guess PUMA’s next brand ambassador. PUMA tracked comments of consumers on Instagram and Twitter, native shopping platform Puma.com and retail stores.

According to the 5000 responses collected over 36 hours, 80% of the consumers surprisingly assumed the brand ambassador to be a male cricketer.

PUMA followed it up with a video that revealed Harmanpreet as its new brand ambassador, thereby breaking moulds, busting archetypes and creating a strong culture for women in cricket and overall sport.

Harmanpreet joins PUMA’s illustrious roster, which consists of some of the greatest names from the world of sports, including Virat Kohli, Usain Bolt, Neymar Jr and Sunil Chhetri, boxer MC Mary Kom, cricketer Harleen Deol and para-shooter Avani Lekhara.

“We are delighted to welcome skipper Harmanpreet Kaur into the PUMA family. The way she plays — bold and fierce cricket - she is the perfect fit for our brand which embodies the same qualities and ethos. As a brand, PUMA has always stayed ahead of the times and committed to support, celebrate and empower women in sports. This association is a massive step in that direction. Harmanpreet is a sporting icon and, with this partnership, we hope to inspire younger generations and help Indian women’s cricket reach greater heights,” said Abhishek Ganguly, Managing Director, PUMA India and Southeast Asia.

As part of the partnership terms, Harmanpreet will endorse the brand’s footwear, apparel and accessories through multiple activities and campaigns throughout the year.

“Not many know that I hit my first ODI century in 2013 in a pair of PUMA boots that I received as a token of support in my early years from the brand. Exactly a decade now and I have been roped in as the face of PUMA. I am thrilled to join the biggest sports brand in the country with a star-studded roster. It’s heartening to see a brand such as PUMA support the growth of Indian women’s cricket; it’s crucial for bolstering progress. This is just the beginning and I am sure this association will encourage a lot of women who dream to make a career in cricket. I look forward to an exciting journey ahead,” Harmanpreet said.

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Yashraj Mukhate’s new song is an ode to KFC Chizza

The internet sensation has created a foot-tapping number composed entirely of the comments on KFC's Instagram page

By exchange4media Staff | Jan 30, 2023 12:22 PM   |   2 min read

kfc

After KFC brought its iconic Chizza back, internet sensation Yashraj Mukhate has created a track which captures the feelings of all the Chizza fans who rallied for the product’s return.

Ever since the dish was launched for a limited time a few years ago, fans have been eagerly awaiting its return. It’s this fan longing that finds itself at the centre of The Chizza Comments Song. Colonel Sanders, Yashraj and the all-chicken, no-crust Chizza take centre stage in the fun video released on Instagram. Yashraj mixes some of the best comments KFC has received asking for the Chizza’s return with his trademark beats!

With catchy tunes set against popular comments such as “Ae koi toh ye unqil ko bolo ke pehle toh yeh Chizza waaps le aaye.”, “Inn logo ne chikan ko crust bna dya brooo.”, and “My mouth is watering like a sink.”, the music is sure to get your feet tapping within seconds. Add to this, some groovy dance moves, and you have all the recipes of a cruncheesy blockbuster.

In the video, Yashraj also personifies each of the KFC fans through various personas – from that hip-hopper friend to the neighbourhood aunty and many more.

Speaking about the track and his partnership with KFC India, Yashraj Mukhate said, “Food and Music are my OG loves. And I was one of those fans rooting for the Chizza to come back. Imagine my happiness when it actually happened. I thought I’d commemorate the occasion the way I know best – by singing about it. So here we are! I hope I’ve been able to bring out the emotions of fans like me through the Chizza Comments Song and that people out there enjoy listening to this track as much as I enjoyed working on it.”

With more than 3 lakh views in less than 48 hours, the tune already has the Internet grooving.

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UpScalio-owned Hestia and Homepuff onboard Neha Dhupia as brand ambassador

Dhupia will appear in the digital advertisements of the brand, and Hestia and Homepuff’s social media campaigns

By exchange4media Staff | Jan 30, 2023 12:04 PM   |   2 min read

Dhupia

UpScalio’s home and kitchen brands - Hestia and Homepuff - have partnered with actor Neha Dhupia to onboard her as the face of the brand.

In the ad for Hestia, Neha is seen making Samosas in their Easy Peek Air Fryer with almost zero oil, highlighting the virtues of this type of cooking. She has also appeared in another ad for the brand, endorsing the benefits of its cold press juicer.

For Homepuff, Neha has endorsed its new line of cast-iron cookware and the bestselling HeatPro range of lunchboxes. The ad exhibits the ease with which one can consume fresh home-cooked food with the help of Homepuff’s technologically advanced products.

Speaking on the campaign, Nitin Agarwal, Co-Founder and CGO, UpScalio, said, “Neha Dhupia is a bold voice in the health and nutrition community, and aligns perfectly with our vision for Hestia and Homepuff. These brands have achieved immense growth over the past year and we'd like to reach an ever larger audience with our health-first products. With the new year starting, this was the perfect time to expand customer reach and awareness around their product portfolio and their health benefits. We can’t wait to see how customers respond.”

Dinesh Vardhan, Founder, Homepuff, said, “Homepuff has grown at an incredible rate in the last year, and its new products have garnered great ratings and reviews on online marketplaces. 

Associating with a personality like Neha Dhupia will boost the brand’s reach and unlock multiple customer segments. We’re expecting the brand to reach even greater heights from here.”

Neha Dhupia, said, “With our professional lives taking centre stage, it’s becoming tougher to allocate time and attention to health and nutrition. Hestia’s range of kitchen appliances and Homepuff’s cookware and kitchenware line of products will help customers boost their health with minimal effort. I’m personally excited about the vision of these brands and can’t wait to see their impact on the Indian customer.”

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Movado unveils India campaign with Sidharth Malhotra as brand ambassador

The new campaign showcases the brand’s heritage

By exchange4media Staff | Jan 30, 2023 11:44 AM   |   1 min read

Movado

Movado has announced actor Sidharth Malhotra as a brand ambassador and is all set to release its campaign.

Movado means ‘always in motion’. Pacing up with today's racing times, the company has always reflected the forward drive throughout history and aims to do the same in its latest campaign with Sidharth.

Xavier Gauderlot, President International at Movado Group Inc. said, “We are excited to announce our partnership with Sidharth Malhotra. He is the perfect balance of classic and contemporary which forms the very foundation of Movado. The campaign has been curated to showcase Movado’s exquisite heritage and to appeal to our consumers who are watch aficionados.”

The campaign will see the actor in motion donning an array of bold looks with exquisite contemporary timepieces.

Sidharth Malhotra speaking on the partnership said, “It feels fantastic to be the Indian ambassador for the international brand Movado, which is iconic, timeless, and so bold. The brand's elegant simplicity and aesthetics resonate with my personality, making this partnership seamless and more memorable.”

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Partnership declarations: Will influencer marketing continue to be influential?

Most industry players opine that while the rules will make the industry more accountable, there will be an impact on the content creation and storytelling

By Kanchan Srivastava | Jan 30, 2023 9:07 AM   |   7 min read

Influencers

In a bid to curb growing malpractices in influencer marketing, the Consumer Affairs Ministry on January 20 released endorsement guidelines making it mandatory for celebrities, influencers and virtual influencers to disclose their paid partnerships with brands while promoting them on social media or else face legal action.

The guidelines specify that failure to disclose any material connection would make such violators liable for strict action under the Central Consumer Protection Act, 2019 (CCPA). For “endorsement of misleading advertisements”, CCPA has prescribed a Rs 10-lakh penalty, which may go up to Rs 50 lakh, and a ban of 1 to 3 years for subsequent contravention.

Brand collaborations, which are often passed off as organic posts influencing the purchase decisions of millions of consumers, may land influencers in legal trouble and hefty penalties henceforth.

The move has left brands and influencers confused and this might negatively impact the influencer marketing industry in the coming days, experts say.

It is noteworthy that influencer marketing skyrocketed in India during the pandemic touching Rs 1,275 crore in 2022 and was projected to grow by 25% CAGR for the next five years, according to the INCA-e4m Influencer Marketing Report released last year.

However, the rise also led to complaints of malpractice. Several Bollywood celebrities have been accused of flouting the Advertising Standard Council of India (ASCI) ‘Influencers Guidelines' while advertising for brands without disclosing properly that their social media posts were part of commercial agreements.

The ASCI deals with hundreds of such cases every year, prompting it to bring exhaustive influencer guidelines in 2022 but it doesn’t prescribe any punitive action on the violators as the ASCI’s mandate is limited to self-regulation.

“Influencer violations comprise almost 30% of ads taken up by ASCI,” says Manisha Kapoor, CEO & Secretary General, ASCI. This is despite the fact that more than 90% of the brands have pledged to be ASCI compliant, as per the INCA report.

Nano and micro-influencers remain out of the ASCI net, despite flouting ASCI guidelines as they are millions in number, industry observers point out.

'Storytelling will be lost'

With the government as well ASCI guidelines drawing a clear line between authentic and branded content, the government’s move to include hefty penalties and a ban will make the industry more accountable and clean up the ecosystem of hidden promotions, which have escalated over the past couple of years, says Kapoor.

Sahil Gupta, Lead - Influencer Marketing, Interactive Avenues (A Reprise Network Company and digital arm of Mediabrands India) has a different point of view though.

According to Gupta, the guidelines are important and much needed, but they shouldn't be so stringent that they affect the overall storytelling.

“While most of the guidelines shared were part of the ASCI guidelines, there are a few key additions that will impact content. The main impact would be on video content where the influencer, apart from disclosing it in the caption, has to also call it out in both audio and video,” noted Gupta.

He explained, “Imagine an influencer narrating an emotional story, has to say-this video is in collaboration with XYZ brand. Apart from the platform algorithm that reduces the distribution of the branded post, if the storytelling also takes the hit, traction on the post will reduce even further.”

Appealing through a social proof is the pillar of influencer marketing. The disclosure mandate is undoubtedly going to impact the audience as well as brand emotions with regard to influencers, especially in the micro and nano category, opines Vineet Bajpai, Founder & CEO, Magnon Group.

Engagement rates to fall? 

Now the question is: Why do brands and celebs avoid declaring their “paid partnership” deal while promoting a brand on social media?

There are several reasons. While certain brands want the content to appear organic, some brands don't want to be seen as too commercial, which often turns off social media users resulting in poor engagement rates.

“The engagement rates on social platforms witness an immediate fall when posts are tagged as ‘paid partnership’ or ‘sponsored’,” says Vineet Bajpai, Founder & CEO, Magnon Group.

It is common for influencer engagement rates to decrease when they are posting sponsored content. This is because followers may view the content as less authentic and less likely to be relevant to their interests. Additionally, the influencer may be promoting a product or service that is not a good fit for their audience, which can also lead to a decrease in engagement, experts say.

A 2022 study published in the Journal of Interactive Advertising found that sponsored posts by influencers had lower engagement rates compared to non-sponsored posts. The study also found that the more followers an influencer had, the more likely they were to have lower engagement rates on sponsored posts.

Swati Nathani, Co-founder and CBO at Team Pumpkin, “When influencer marketing started getting big about 10 years back, the entire idea for brands was to showcase the fact that their products are endorsed by popular people. Even until now, we use influencer marketing as a “middle of the funnel” activity which not only drives branding but also sales for our brands.” 

The new move obviously puts a restriction on the “organic” perception of influencer content, and frankly, it’s not going to be liked by a lot of marketers because declaring the arrangement with the brand damages the purpose of choosing influencers over performance marketing, she added.

In a landscape like this, specialized platforms and talent aggregators like Talentrack become even more relevant as they help brands with advanced curation and leverage the influencers across categories to suit their products and campaigns, Sawant points out.

“Aggregators and agencies will strengthen their position as a bridge between these influencers and brands sustaining the transaction on both ends, “ Sawant said.

Sawant adds that the reign of content is here to stay. There are several examples of branded content keeping consumers hooked. In a nutshell, good content by influencers from any category will continue to appeal to and win the hearts of the audience, with or without endorsement disclosures.

Asked if celebs will pay heed now, Kapoor said, “Penalty and ban are expected to serve as deterrence to influencers who used to get away with just deletion of social media posts after ASCI’s notice for violation.”

What do the guidelines say?

Titled the "Endorsements Know-hows!" the guidelines aim to ensure that social media stars do not mislead their audiences when endorsing products or services and that they are in compliance with the Consumer Protection Act.

Before endorsing, the product and service must have been actually used by the endorser. In case of default, the consumers can seek legal action.

For pictures, disclosures should be superimposed over the image such that the viewers are able to 'notice'. In the case of videos, disclosures should be placed in the video and not just in the description (of the video).

The guidelines further require that disclosures should be made in both audio and video format. In Live streams, disclosures should be displayed continuously and prominently during the entire stream.

The guidelines also provide a non-exhaustive list of benefits and incentives, which would establish the existence of a material connection: Monetary or other compensation; Free products with or without any conditions attached, including those received unsolicited, discounts, gifts; Contest and sweepstakes entries; Trips or hotel stays; Media barters; Coverage and awards; Any family, personal or employment relationship.

They are also applicable to 'virtual influencers', identified as – fictional computer-generated 'people' or avatars who have realistic characteristics, features and personalities of humans, and behave in a similar manner as influencers.

“While the guidelines attempt at providing a clarification by specifying that creators would be ones who advertise products and services ‘with a strong influence’ on the purchasing decisions or opinions of their audience, it doesn’t specify the criterion/manner for/of determination of presence of a ‘strong influence’ by a creator. In absence of specification of this threshold/criterion, there would be ambiguity on whether or not an individual with minimal followers (for instance 100) would be required to comply with these guidelines or not,” writes legal expert Gaurav Bhalla in his blog post published at Mondaq.

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