SEBI cracks down on unregistered finfluencers, but loopholes remain

Modenik Lifestyle ups ad spends by 25 percent; to double revenue growth in three years

Warner Bros. Discovery threatens legal action against NBA over media rights

Meta ordered to delete AI-generated photographs of public individuals

Esports industry divided over forming anti-poaching body

Representational image via Unsplash

Relief for advertisers as MIB restricts SDC for ads to food and health sectors only

Why are Indian brands advertising in NYC's Times Square?

What Herman Melville’s Moby-Dick teaches us about leadership

Advertising is in the position where tobacco was: IPG's Arun Kumar 

Biz Moves: Interactive Avenues, Verve Media, Foxymoron and Grapes

There is an opportunity for building a better agency, not just a different one: Manja's Prajato Guha

Paris Olympics to garner 150 million viewership on Digital, 120 million on Linear TV

Publicis Groupe to acquire Influential for $500 million

Google has a new competitor - SearchGPT by OpenAI

News influencers to be called 'digital news broadcasters', proposes new draft of Broadcasting Bill

Piyush Pandey

SC directs MIB to file affidavit within three weeks with recommendations on SDC | Ampverse shuts 7Sea Esports

Sachin Tendulkar, Adar Poonawalla-backed JetSynthesys to exit from Skyesports?: Exclusive

Quick-commerce players' ad revenue stream grows; a key investment focus for advertisers

FSSAI cancels licences of 111 spice producers due to high levels of ethylene oxide found in samples

The CRED Point: Relying on advertising virality without product virality?

Time to 'Share The Spotlight': Storyboard18's one-of-a-kind initiative to bring together women sparking change

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Google is planning to keep third-party cookies in its Chrome browser, after years of pledging to phase out the tiny packets of code meant to track users on the internet, as per reports.

The major reversal follows concerns from advertisers - the company's biggest source of income - saying the loss of cookies in the world's most popular browser will limit their ability to collect information for personalizing ads, making them dependent on Google's user databases, as per reports.

The UK's Competition and Markets Authority had also scrutinized Google's plan over concerns it would impede competition in digital advertising.

"Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they'd be able to adjust that choice at any time," Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, said in a blog post.

Since 2019, the Alphabet unit has been working on the Privacy Sandbox initiative aimed at enhancing online privacy while supporting digital businesses, with a key goal being the phase-out of third-party cookies.

Cookies are packets of information that allow websites and advertisers to identify individual web surfers and track their browsing habits, but they can also be used for unwanted surveillance.

In the European Union, the use of cookies is governed by the General Data Protection Regulation (GDPR), which stipulates that publishers secure explicit consent from users to store their cookies. Major browsers also give the option to delete cookies on command.

Chavez said Google was working with regulators such as the UK's CMA and Information Commissioner's Office as well as publishers and privacy groups on the new approach, while continuing to invest in the Privacy Sandbox program.

"Advertising stakeholders will no longer have to prepare to quit third-party cookies cold turkey," eMarketer analyst Evelyn Mitchell-Wolf said in a statement.

Lena Cohen, staff technologist at the Electronic Frontier Foundation, said cookies can lead to consumer harm, for instance predatory ads that target vulnerable groups. "Google's decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model," Cohen said in a statement.



Google to keep third-party cookies in its Chrome browser

Avi Kumar, chief marketing officer, FNP, feels that burnout and stress is caused by a lack of contentment and happiness with one’s work.

 
He explained, “We all need to prioritise our mental, physical as well as spiritual health. My advice will be that we prioritise self-care in every aspect of life. Not just at work, but on the personal front as well.”

 
He also believes that one must be a student for life if one is to be on top of the game.


 
<em>Edited excerpts from his conversation with Storyboard18</em>

 

<strong>The creator economy has taken the world by storm. Which influencers and trends are you following?</strong> 


At FNP, we have an always-on influencer strategy. We emphasise on authenticity, and our first priority is organic collaboration. It is how we can make moments special for the collaborator / influencer.

 

Our recent partnership with influencers like Sara Tendulkar and Janhvi Kapoor have been impactful as we also help them make their special days more special.

 
We also leverage AI to analyse the overlapping audiences to ensure that our collaborations resonate with both the influencer’s followers and our audiences.

 
<strong>What marketing related content do you consume in your free time?</strong>

 
I read industry blogs and watch webinars. I have been listening to the Marketing Over Coffee podcast for some time, followed by the CMO podcast by Jim Stengel.


Additionally, I think the Harvard Business Review (HBR) helps one stay abreast of the broader business landscape, and follow some of the innovative practices.

 
<strong>There's a lot of talk about burnout, workplace toxicity, and hustle culture. What steps have you taken to avoid the adverse impact of the always-on culture on yourself and your colleagues? What advice would you give to peers, colleagues, and next-gen marketers?</strong>

 
We all need to prioritise our mental, physical, as well as spiritual health. My take is that if you enjoy your job, you will make light work of it, and there will be no burnout or stress.

 
The burnout or stress happens when you do not find joy in work. My advice will be that we prioritise self-care in every aspect of life, not just at work, but on the personal front as well.


<strong>What does your weekend look like?</strong>

 
Weekends are as busy as weekdays. I try to steal as much time as possible with the family,  and not just time, but quality time, because that's what matters. 

 
I have just recently shifted to Gurgaon. Hence, I am exploring new places within Gurgaon and checking out cafes. And I try to catch up more on reading and listening to audibles.

 
I also spend some time over the weekend to reflect, plan the week ahead, and think of what really happened through the week gone by. Since that's the time when you can really cut the clutter, the noise, and focus on what your priority is really. 

 
<strong>Is there any sport or fitness routine you practice?</strong>

 
I practice vipassana. I also gym, swim, and play squash on alternate days. On weekends, I have this unwinding session with my son, who is 8 years old. I take him for a swim followed by breakfast. It also helps us bond with each other.


<strong>Please share one work and one life hack you swear by</strong>

 
In terms of work hack, I think what you prioritise gets done. Hence, you need to block your time and prioritise the work that you want to do, and manage and schedule tasks much more efficiently. 

 
This has helped me improve productivity and ensure focus. If you break your day down in terms of what you think is important and spend time on that, it helps get the work done. Otherwise, time just flows. That's the work hack. 

 
In life, we need to have a positive outlook and continue learning and striving, while reducing stress.

 
Every morning, I write down three things that I was grateful for in the day that went by. It is a very simple habit. But I think it is incredibly powerful to start the day on a positive note and keep that momentum going. 

 
<strong>What are you watching or streaming this weekend?</strong>

 
I don't watch too much OTT now. I was the head of marketing for Zee5 and watched a lot of content across platforms, both for work as well as entertainment. 

 
There's a new show on Apple TV called `New Look.’ It's the story of Christian Dior and his contemporaries, including Coco Chanel, etc, how they navigated challenges during World War II, and what launched the modern fashion industry that is there today. All these brands still exist and are market leaders. 

 
<strong>What are you reading? Any recommendations?</strong>

 
My recommendation is that the more you read, the better it is. So keep reading. Currently, I am reading Team of Teams, a book on leadership and organisation dynamics. It talks about navigating complex environments and how one can have better teamwork, adapt teams to situations, etc.

 
<strong>A piece of wisdom you would like to share?</strong> 

 
At whatever stage of life we are in, we have to be curious and open to learning. We are evolving fast, and so is the market and trends. 

 
One has to adapt very quickly, and I think that's the key to success. We have to embrace change and not be afraid to experiment and innovate. The more you prioritise customer centricity and understand how the customer is changing along with their behaviour and trends, the more we will be able to be successful in whatever we are doing. I think that God is in the details. So, small things make a big difference. 

 
<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/dont-get-into-any-sort-of-competition-says-rahul-karthikeyan-scaler-academy-18355.htm">Don't get into any sort of competition, says Rahul Karthikeyan, Scaler</a>

 

Lack of joy at work leads to burnout and stress: Avi Kumar, CMO, FNP

Sports For All (SFA) has appointed Kumar Darpan as Chief Revenue Officer and Rohan Vyavaharkar as Global Head of Partnerships and Strategic Communications. Speaking on the expansion of the leadership team, founder Rishikesh Joshi said, “We are delighted to have Rohan and Darpan join the SFA Leadership team. We believe this will truly boost SFA’s strength & capabilities as a business, propelling our journey to become the strongest sports platform".

Darpan will be the first CRO of the SFA, founded in 2015. Darpan has nearly two decades of expertise in media and entertainment across diverse regions specialising in monetising TV and OTT platforms for companies ranging from Disney Star to Warner Brothers Discovery to Odisha Television Network. Known for his digital marketing, content creation, and AI in media, Darpan has delivered top-tier products and solutions tailored to consumer and client needs.

<a href="https://www.storyboard18.com/brand-makers/pepsico-elevates-adam-warner-to-vice-president-global-sports-entertainment-partnerships-37244.htm">PepsiCo elevates Adam Warner to Vice President - Global Sports & Entertainment Partnerships</a>

"I'm thrilled to be a part of Sports For All's mission to revolutionize sports in India. By creating opportunities for brands to build, own, and benefit from the growing list of participative sporting platforms at SFA, we can collectively have a transformative impact on sports in India. With its experience of nearly a decade, SFA is in a unique position to partner with brands to create unique consumer experiences for athletes, families, parents, and other key stakeholders," Darpan said.

On the other hand, Vyavaharkar has a varied marketing, communications, and sports management background. He was involved in creating content, and campaigns for brands like Red Bull, X India (Formerly Twitter India), Stepathlon, and Omidyar Network India. Vyavaharkar said, “Sports For All is on a mission to change the landscape of Indian sport. We want to build a nation that is healthier, fitter, and with strong values that can be best learned through playing sports. At SFA, we want to build deeper partnerships with all players, from academies to leagues to content platforms, because we believe that the only way to achieve our goals as a company and as a nation is by building a collaborative ecosystem".

<a href="https://www.storyboard18.com/brand-marketing/gcpl-looks-at-gaming-and-esports-ips-for-advertising-opportunities-exclusive-36964.htm">GCPL looks at gaming and esports IPs for advertising opportunities</a>

Separately, SFA has also kicked off its registrations for the SFA School Championships 2024-25 which will take place in 10 locations - Ahmedabad, Bengaluru, Delhi, Hyderabad, Indore, Jaipur, Mumbai, Pune, Uttarakhand featuring up to 31 sports ranging from football and archery to speedcubing and fencing.

SFA runs a tech-enabled multi-sport school championships platform. The SFA Championships showcase competition across 31 sports in sporting venues, empowering athletes and schools to discover and nurture new talent. 

Sports For All appoints Kumar Darpan as its first Chief Revenue Officer

Loco, a gaming-focused streaming platform, is encountering significant challenges with its monetization model. Sources have indicated that over the past month and a half, the platform has seen a drastic decline in its Daily Active Users (DAUs) and a reduced number of streamers. Storyboard18 has learnt that Loco is aiming to recover from this situation in the coming months, the platform’s team is currently reassessing its monetization strategies as their Advertising Video On Demand (AVOD) model failed drastically. 

Anirudh Pandita and Ashwin Suresh, founders of Pocket Aces, acquired Loco in 2018 which was earlier known as the Showtime App, originally a live trivia game show app. In 2020, Loco transitioned into a game streaming platform. The platform has raised a total of $51 million in funding, including a $42 million Series A round in 2022 led by Hashed, with participation from Makers Fund, Catamaran Ventures, and Korea Investment Partners. Investors from the company’s seed round, such as Krafton, Lumikai, and Hiro Capital, also participated in this funding round.

In November 2023, Loco laid off 40 employees out of its 110-member team. A senior gaming and esports stakeholder, speaking anonymously, remarked, “This marked a critical juncture for Loco. The absence of a robust monetization model led to substantial expenditures on established YouTube streamers, whose audiences did not migrate permanently to Loco's platform as anticipated.”

He further added, “Their AVOD strategy failed and they struggled to establish a sustainable revenue model. Despite heavy investments in user acquisition, Loco currently finds itself with only a handful of streamers, predominantly broadcasting games like BGMI and GTA V to an audience of 30-40 viewers.”

Players from top esports teams in India, such as S8UL, Godlike, XO, Revenant Esports, Global Esports, 7Sea esports, Skylightz Gaming, Hyderabad Hydras, and Orangutan Gaming, have streamed on Loco. The platform has also hosted major tournaments in collaboration with global publishers like Krafton, Activision, Ubisoft, and Riot Games. Today, the platform does not have any popular streamer. 

Another gaming industry source commented, “It's a straightforward calculation—Loco invested heavily in streaming rights for major tournaments but failed to see corresponding financial returns. They struggled with user retention and competing with established players like Twitch or Kick requires huge investments.”

However, a source familiar with Loco's operations told Storyboard18 that the platform plans to bounce back in the near future, emphasizing a reassessment of their monetization approach.

The source within Loco stated, “We don't view our investment in acquiring streamers from the gaming community as a failure. While our AVOD model failed, our subscription-based offerings received positive response. Furthermore, there is low traffic and handful of streamers on the platform currently as we are also testing new features which cannot be done when the app or website is in its full potential.”

When questioned about potential shutdown plans, the source clarified, “Currently, we are experiencing a slowdown, but there are no plans to cease operations.”

RP-Sanjiv Goenka Group-owned music label Saregama had recently acquired a majority stake in digital entertainment company Pocket Aces Pictures Pvt Ltd, parent company of Loco. Saregama acquired 51.8 percent shares for Rs 174 crore and will look forward to acquire another 41 percent stake in the next 15 months. It was an all-cash deal. 
However, the source close to the development has said that Loco is a complete different entity and this acquisition does not impact Loco’s structuring. 

Storyboard18 attempted to contact Anirudh Pandita, Founder of Loco, for comments on potential fundraising efforts to sustain the platform or the current state of affairs at Loco. As of now, there has been no official response from Loco. The story will be updated if Loco issues an official statement.


Loco’s AVOD model fails, will it bounce back?

The gig economy has transformed the traditional employment landscape in the country with the entry of short-term contracts, freelance work, and flexible job opportunities over permanent full-time positions. According to TeamLease EdTech's titled "Gig Economy Skills: Equipping Youth for Freelance and Flexible Work" report, roughly 76% of the employers said that for gig workers technical and communication skills are critical for their career. Proficiency in these areas is crucial for navigating digital tools and meeting clients' expectations.
 
TeamLease report cited a study that said that India's gig economy has the potential to serve up to 90 million in non-farm sectors, adding around 1.25% to India's GDP. Platforms like Uber, Ola, and Swiggy are notable contributors to the gig economy trend.

The report which surveyed 837 employers across various sectors, mentioned that roles that require moderate experience are commonly outsourced to gig workers. As many as 67.86% of employers prefer gig workers with 1-5 years of experience. At the same time, a small portion (10.71%) of employers are open to hiring gig workers with no work experience.

<a href="https://www.storyboard18.com/brand-makers/ola-uber-and-dunzo-among-worst-platforms-for-gig-workers-bigbasket-tops-fair-work-norms-list-16648.htm">Ola, Uber and Dunzo among worst platforms for gig workers, bigbasket tops fair work norms list</a>

Most employers (78.5%) said that gig workers meet expectations but over 90% of respondents emphasized the significance of digital proficiency. 

The common skill gaps in gig workers include industry-specific knowledge and soft skills, the respondents said. 

On upskilling gig workers, the report highlighted that on-job training and online courses are preferred methods for gig workers to upskill. According to 53.57% of employers, AI and automation skills are projected to be most critical for gig workers, followed by advanced technical skills and sustainability practices.
<a href="https://www.storyboard18.com/brand-marketing/as-ott-platforms-expand-and-woo-talent-new-job-roles-open-up-36131.htm">As OTT platforms expand and woo talent, new job roles open up</a>

"AI and automation skills (53.57%) will be the most critical for gig workers in the next five years, followed by advanced technical skills (21.43%) and sustainability practices (14.29%)," TeamLease EdTech report added.

"The gig economy is not just the future of work but our present. With 78.57% of gig workers meeting or exceeding expectations, we spot a real potential. However, the emphasis on both technical and soft skills highlights the complex demands of this new work paradigm. With over half of the employers prioritizing AI and automation skills, it's clear that continuous upskilling is not just beneficial, it's essential," Shantanu Rooj, Founder and CEO of TeamLease EdTech said.

78% of employers are optimistic about gig workers;  Over 67% of recruiters prefer moderate work experience: Report

After having thoroughly discussed and observed significant challenges and concerns raised by the advertising industry stakeholders, the Ministry of Information and Broadcasting is fostering a more organised and transparent 'self-declaration' mechanism, setting a precedent for other regulatory processes, so to speak.

In its continuous efforts to centralise the mechanism, the Ministry requested the Supreme Court on July 9 to permit only a single portal for uploading a 'self-declaration certificate' for ads in all formats. In its affidavit, it highlighted how doing so can reducing the burden and simplify the bureaucratic process for advertisers and agencies involved.

<strong>Read more:</strong> <a href="https://www.storyboard18.com/how-it-works/breaking-sc-directs-mib-to-file-affidavit-within-three-weeks-with-recommendations-on-sdc-36568.htm">BREAKING: SC directs MIB to file affidavit within three weeks with recommendations on SDC</a>

Following the SC's directive, the Ministry last month had introduced features on the Broadcast Seva Portal (BSP) for TV and radio advertisements and on the Press Council of India’s (PCI) portal for print and digital/internet ads to submit the certificate signed by an authorised representative of the advertiser/advertising agency. No ads are permitted to run on television, print media, or the internet without a valid SDC.

As of today, PCI has over 76,000 SDCs on its portal and BSP has over 9,000 SDCs.

In its affidavit, the Ministry said, "It is respectfully submitted that Court's order of May 7 for creation of two separate portals, one for print and internet and another for TV, has been been duly implemented. However, for administrative prudence and improving consumer/user experience, it is humbly requested that a single portal for uploading SDC for all media including print, electronic, internet kindly be permitted by the Court."

"This will ensure that all SDCs are readily available at a single portal for public/stakeholder viewing and avoid duplication without diluting the purpose of filing such SDCs," it added in its affidavit.

In another significant move on July 4, the Ministry restricted the SDC mechanism for ads to food and health sectors only, while making it an annual mandate.

<strong>Read more:</strong> <a href="https://www.storyboard18.com/how-it-works/breaking-food-and-health-sectors-advised-to-upload-annual-self-declaration-certificate-by-mib-36111.htm">BREAKING: MIB advisory on SDC; Only Food & Health sectors to upload self-declaration certificate for ads</a>


Sujata Gupta, Secretary General, DNPA, told Storyboard18 that the proactive engagement of the government and judiciary in addressing industry concerns demonstrates a strong commitment to fostering a supportive environment for stakeholders. 

"This collaborative approach is essential for achieving a balanced and effective regulatory framework," she said.

Implementing a single portal for the SDCs will significantly reduce administrative tasks and eliminate duplication, said experts.

"This streamlined process ensures that advertisers and agencies can focus more on their creative and strategic efforts rather than being bogged down by repetitive administrative procedures. It will also provide a centralised database, making it easier to verify compliance and maintain records," said Ambika Sharma, Founder and MD, Pulp Strategy.

<strong>Read more:</strong> <a href="https://www.storyboard18.com/how-it-works/relief-for-advertisers-as-mib-restricts-sdc-for-ads-to-food-and-health-sectors-only-36128.htm">Relief for advertisers as MIB restricts SDC for ads to food and health sectors only</a>

Further, reducing the mechanism to only food and health sectors will lead to a better adherence to regulatory standards.

However, according to her, one potential anomaly is the lack of clear guidelines on how to handle advertisements that straddle multiple sectors.

For instance, wellness products often fall under both health and lifestyle categories.

Overall, the ad land believes the MIB is demonstrating its commitment to enhancing the ease of doing business in the advertising sector.

"A centralised portal can ensure uniformity, improve tracking, and provide a user-friendly interface, making compliance easier for stakeholders. If approved, this move could set a precedent for other regulatory processes, fostering a more organised and transparent system," noted Yasin Hamidani,  Director,  Media Care Brand Solutions.

Ultimately, the single portal simplifies the process for advertisers, offering unified guidelines, metrics, and analytics, he noted.

<strong>Read more</strong>:<a href="https://www.storyboard18.com/how-it-works/breaking-food-and-health-sectors-advised-to-upload-annual-self-declaration-certificate-by-mib-36111.htm"> BREAKING: MIB advisory on SDC; Only Food & Health sectors to upload self-declaration certificate for ads</a>

With this, MIB can also implement advanced tools for better ad tracking, compliance, and feedback, ensuring transparency and efficiency. 

This focused approach not only optimises advertisers' efforts but also enhances the quality and relevance of content for the audience.

<strong>Key representations</strong>

With respect to the compliance of the SC order of May 7, the Ministry in its affidavit to the SC highlighted actions taken with regard to stakeholders' awareness, stakeholders' consultation and the creation of BSP and PCI portals.

<strong>Read more:</strong> <a href="https://www.storyboard18.com/how-it-works/advertisers-fear-unviable-ad-self-declaration-mechanism-will-hurt-innovation-creativity-ask-for-practical-solutions-33682.htm">Advertisers fear 'unviable' ad self-declaration mechanism will hurt innovation, creativity; Ask for practical solutions</a>

The Ministry further presented key concerns raised by various industry bodies and stakeholders.

- Google representative pointed out complexity of the digital advertising landscape, emphasising the challenges in dynamically created ads and compliance due to the sheer volume and variability.

- Nestle representative suggested that until a comprehensive system is in place, the regulation should be self-regulation and non-mandatory, allowing the industry to adjust and develop compliance strategies.  

<strong>Read more</strong>: <a href="https://www.storyboard18.com/how-it-works/isa-urges-mib-to-postpone-implementation-of-self-declaration-certificate-mechanism-34174.htm">ISA urges MIB to postpone implementation of 'Self-Declaration Certificate' mechanism</a>

- In its representation submitted to the MIB, Advertising Agency Association of India (AAI) highlighted that SDC for each ad is cumbersome due to the high volume of ads. It requested the postponement of the implementation date to address logistical challenges, which was not acceded by the Ministry.

- Indian Newspaper Society (INS) argued that SDC requirement disproportionately affected the newspaper industry especially small and medium-sized agencies and added that the timeline didn't consider the industry input and requested delay until SC's vacation for a fair resolution.

<strong>Read more:</strong> <a href="https://www.storyboard18.com/how-it-works/ibdf-requests-mib-to-extend-compliance-period-by-45-days-for-self-declaration-certificate-33831.htm">IBDF requests MIB to extend compliance period by 45 days for 'self-declaration certificate'</a>

- Internet and Mobile Association of India (IAMAI) representative emphasised challenges related to scale and complexity in compliance especially in digital advertising. Further, it emphasised about the challenges in compliance w.r.t. dynamic nature of digital ads.

- Digital News Publishers Associations (DNPA) pointed out the difficulty of regulating international advertisers, who operate beyond direct control and compliance with domestic regulations.

- Broadband India Forum (BIF) raised concerns about the burden of managing SDC for every ad and regulatory overlaps with the existing laws, leading to confusion and delays.

- Federation of Indian Chambers of Commerce and Industry (FICCI) expressed concerns about the ambiguity of scope of advertisements and practical difficulties with the implementation.

- National Association of Software and Service Companies (NASSCOM) suggested focusing on curbing unethical advertising practices without overburdening the industry with SDC. It was proposed manageable compliance like SDC as part of the annual or bi-annual statement.

- Association of Radio Operators of India (AROI) representative highlighted that many radio advertisers are small businesses without any digital capabilities and placing an additional burden on radio stations to comply with the SDC requirement is harmful for the radio industry. 

- Advertising Standards Council of India (ASCI) representative pointed out the practical challenges of implementing individual SDC for ads created in, multiple languages and versions, advocating for a more efficient compliance approach.

<strong>Read more:</strong><a href="https://www.storyboard18.com/how-it-works/why-digital-advertisers-find-self-declaration-certificate-for-ads-impractical-33684.htm"> Why digital advertisers find Self-Declaration Certificate for ads impractical</a>


The affidavit also included other major concerns raised, such as:

- Local advertisers: FM radio stations in tier-2,3 cities rely on local advertisers who may lack the resources including digital capability for uploading SDC, risking significant revenue loss.

- Volume of ads: The high volume of daily ad creatives makes verifying each SDC within the required timeframe impractical.

- Programmatic/digital ads: Ensuring compliance for numerous programmatic and digital ads is unfeasible and disrupts automation reducing efficiency for many.

- Confidentiality Issues: Mandating SDC before each ad is released risks revealing confidential business strategies, thereby affecting competitiveness.

Other major concerns include operational and financial burden, impact on social media and influencer posts, impact on overseas advertisers, and cost of compliance for multiple entities.

<strong>Read more:</strong> <a href="https://www.storyboard18.com/advertising/d2c-brands-take-direct-hit-influencer-agencies-not-fully-aware-of-self-declaration-certificate-mechanism-34789.htm">D2C brands take direct hit, influencer agencies ‘not fully aware’ of self-declaration certificate mechanism</a>


In light of these observations, a bench comprising Justice Hima Kohli and Justice Sandeep Mehta, on July 9, directed the MIB to continue conducting brainstorming sessions with stakeholders on how an implementable mechanism can be achieved. The Ministry is also instructed to file an affidavit with their recommendations within the next three weeks.
 
The apex court also appointed an amicus curiae in the case, Shadan Farasat, to assist the court with the implications of this regime, as well as the larger issues raised in the case.

<strong>Read more</strong>:<a href="https://www.storyboard18.com/advertising/despite-10k-self-declaration-certificates-uploaded-its-not-business-as-usual-for-advertisers-34781.htm"> Despite 80K ‘self-declaration certificates’ uploaded, it’s not ‘business as usual’ for advertisers</a>

MIB continues its efforts to streamline 'self-declaration certificate' mechanism

Zomato has turned 16 and oh, doesn’t everyone know it. The food aggregator platform released an advert in print media and on social media announcing its birthday and it's created quite a buzz, given the popularity Zomato's meme-fied ad strategy with a virality focus. The latest print ad takes inspiration from birthday/celebratory announcements on hoardings that we see around Indian cities usually put out by political parties, politically-inclined individuals or other government-related officials.

The style of the Zomato ad is exactly how you’d probably imagine it to be. Very Indian, very respectful, very local. The layout too is similar. Founder Deepinder Goyal’s picture in large with smaller images of other company officials seeking thanks. 

Is Zomato trolling politically-inclined Birthday ad hoardings for likes? Sure. But nobody's complaining. 

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:7216672857395748864" height="648" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

It’s interesting to see how viewers of the ad instantly made the connection to the ‘poli-greetings’. An announcement that is something that you’d normally just see and forget has actually made an impression and amassed engagement for Zomato's social media handles. And, if Zomato's marketing history is any indication, the company knows very well how to pique the audience's interest. 

A LinkedIn user wrote, “I have always maintained, Zomato is an Advertising/Branding Agency that also does food delivery.” 

Another user wrote, “I’m sure, all Zomato marketing member are backbenchers and in there college time they were making birthday banner and now the joined Zomato प्रचार विभाग”

The pursuit of virality and moment-driven marketing has resulted in grand successes but also many great flops. This one, it seems, gets the people's vote. 

Viewers are able to immediately associate Zomato’s ad with local announcements, indicating that sometimes something as rudimentary as a birthday announcement is enough to get the ‘janta’ to appreciate the brand's effort and perhaps even get them to avail ‘Gold’ membership, as indicated and offered in the ad. 

“I will unfriend my friends if they don't make such a card on my birthday,” said another internet user. 






Zomato trolls ‘poli-greetings’ for its Birthday ad; Food delivery major gets the people's vote

<strong>By Rubeena Singh</strong>

In this dynamic and highly evolving landscape of Indian influencer marketing, brands often find themselves at crossroads when choosing between micro and macro influencers. Each category brings its unique strengths to the table, shaping brand narratives in profoundly different ways. Understanding these nuances is crucial for marketers aiming to leverage influencers effectively.

Here are a few parameters which brands need to keep in mind while crafting a long-term strategy for themselves.


<strong>Defining micro and macro influencers</strong>


Firstly, let’s delineate the two. Micro influencers typically have followers ranging from 10,000 to 100,000. They are often revered for their niche expertise and high engagement rates. Macro influencers, on the other hand, boast a follower count exceeding 100,000, often reaching into the millions. These influencers offer vast reach and are usually household names. Depending on your brand’s core TG, it is essential to address this area in the initial phase.


<strong>Engagement: Depth Over Breadth?</strong>

Studies suggest that micro influencers maintain higher engagement rates compared to their macro counterparts. This is largely due to their perceived authenticity and closer relationships with their audience. In the context of the Indian market, where diverse languages and cultures coexist, micro influencers can engage deeply with specific communities or interest groups, making them invaluable for brands that aim for a focused impact.


For instance, recently at AnyMind Group, we executed a vernacular campaign with a leading Jewellery brand in Maharashtra where the brand wanted niche Micro creators who would resonate with their local target audience. With the help of our proprietary tech platform, AnyTag, we curated Influencers from the specified region and executed the campaign. This approach helped the brand to increase footfall in their stores since the content created by the Influencers was very localised which resonated with the brand's target audience.


<strong>Impact: The Wider the Better?</strong>

Conversely, macro influencers excel in creating broad awareness quickly. They are the go-to for brands seeking to launch a new product or enter a new market. For example, a smartphone brand launching in India might collaborate with a macro influencer to tap into their extensive reach, ensuring that the product gains immediate visibility across diverse consumer segments. We ran a macro creator-led festive campaign for Blue Heaven Cosmetics, wherein we leveraged TV celebs and other macro-Instagram influencers to drive massive pan-India reach and buzz for their new product range launch. This helped us in garnering a cumulative reach of 4.68M with total views of 8.1M+.


This approach is particularly effective in saturated markets where cutting through the noise is paramount. The endorsement by a well-known personality not only garners attention but also lends credibility to the product.


<strong>Cost-effectiveness: Budgeting for influence</strong>

Budget constraints are another critical factor influencing the choice between micro and macro influencers. Micro influencers are typically more cost-effective, allowing brands to engage several influencers for the price of one macro influencer. This can be a strategic advantage for startups or small to medium enterprises (SMEs) that require a high ROI on limited marketing budgets.


Moreover, campaigns engaging multiple micro influencers can lead to a ‘network effect’, where the combined reach and authenticity drive more profound cumulative impact than a single macro influencer might achieve.


<strong>Use cases in the Indian market</strong>


<strong>Fashion and Lifestyle:</strong> Micro influencers are ideal for fashion brands aiming to showcase real-life applications of their products. A micro influencer wearing a brand's new line in their daily, relatable setting can influence purchase decisions more effectively than a celebrity who might appear inaccessible.


<strong>Technology and Electronics:</strong> Macro influencers often help tech brands achieve a splash during product launches. Their ability to reach millions means that new gadgets gain instant visibility across a broad audience.


Health and Wellness: Here, both micro and macro influencers can be pivotal. A health drink brand might use micro influencers to generate authentic testimonial-based content, while also partnering with a macro influencer for a broader awareness campaign.


<strong>Conclusion</strong>


Choosing between micro and macro influencers should not be an either/or proposition but a strategic decision based on the specific goals, budget, and target audience of a campaign. In the intricate tapestry of Indian markets, where consumer segments are as diverse as the cultures they represent, a nuanced approach to influencer marketing can yield unmatched dividends for brands. Engaging a combination of both influencer types, tailored to different phases of the marketing funnel, can harness the strengths of each to create a holistic impact.


<em><strong>Rubeena Singh is the country manager India & MENA, AnyMind Group.</strong></em>


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/anyminds-otohiko-kozutsumi-and-rubeena-singh-on-gaming-influencer-marketing-and-more-25692.htm">AnyMind's Otohiko Kozutsumi and Rubeena Singh on gaming, influencer marketing and more</a> 


Micro vs Macro influencers – what works best for your brand

Two employees are present in the cabin of their boss. As one of the subordinates meekly prepares tea for him, the other angrily faces rejection when he submits reports. 


As the hotel reservation desk comes online, and the boss tries to clarify his name to the desk, one of them chips in and expands the whole name through profanities, stating H for Hitler, A for Arrogant, R for Rascal and I for Idiot.


As it stuns the boss, which is played by actor Bobby Parvez, the meek subordinate adds: S for Shameless.


There is a necessity to connect with the audience at an emotional level. The addition to this was humour, stated Info Edge founder Sanjeev Bikhchandani in a conversation with Storyboard18.


This is exactly what reflected in the Hari Sadu ad (for Naukri.com) of 2006.


<strong>Genesis of the campaign</strong>


On May 1, 1995, Bikhchandani cemented the foundation of technology company Info Edge Private Ltd, which owns job portal Naukri.com, launched in March 27, 1997.



As Sanjay Sharma, former chief creative officer at FCB Ulka puts it in a conversation, online business was not popular then, and the medium was not taken seriously. They approached the agency with the intention of ‘popularising’ their online business.



Bikhchandani told Storyboard18 that, in the mid-2000, The Economist had conducted a survey on ‘why people switch jobs’ in collaboration with Egon Zehnder, a global organisational consulting and leadership advisory firm. 


Post the survey, one of the data points highlighted that ‘career advancement’ was not the reason for people switching jobs. Eight percent of the audience cited their unhappiness with the boss to be one of the reasons. This data point, as per Bikhchandani, got stuck with the agency folks.


According to FCB Ulka, there are three great relationships in this world. One is of the mother-son relationship. The second is the mother-in-law, daughter-in-law relationship, which has been done to death in the Saas bahu serials. 


The third is between the boss and the subordinate, which has been unexplored. 


Hence, Sharma came up with the idea of doing a campaign around ‘bad boss,’ with the basic ingredients being humour plus emotional connect. 


“My philosophy has been that consumers are not buying products but sentiments. If we approach consumers on a sentimental level, they will be ready to walk with the brand for some distance.”


Citing how ‘petrified’ they were when they took the concept to the client, he said: “The irony is that the business of Info Edge is to sell jobs, and they approach employers, too. And you are bashing the employer in your advertising?”


‘Hari Sadu’ is the third in the series of ads that were conceptualised around bad bosses. 


The first was around an employee water squatting on the boss in the washroom. The second revolved around the birthday of the senior, where the cake is kept on the chair, and he sits on it. Both the commercials were done by FCB Ulka.


But the ‘Hari Sadu’ ad, as Sharma puts it, showed a bold move from the client side to proceed. 


The script was penned by Sharma, and Vasudha Mishra, the agency’s copywriter, improvised it.


Sharma reminisced that four to five scripts were written and were presented to them.


According to Sumeet Singh, chief marketing officer, Info Edge, “Sanjeev (Bikhchandani) and Hitesh (Oberoi, then COO and director) have always had this way of calling a few more people internally, and observing their reactions on the scripts. We heard a few more and then there were two contenders, where one of them was Hari Sadu.”


Reactions were observed. Since the discussion here was on bosses, the thought process was the fear of backlash from the HR community. But team members were assured that it wouldn’t happen.


However, Sharma notes that it took eight months for the script to be green-lit. During this period, Bikhchandani asked him, “What is your conviction on this script?” Sharma responded by stating that it was ‘100 percent’.


After eight months, he said, “Let’s do it. Let us see what happens.”


<strong>Filming and marketing strategies</strong>


Rajesh Krishnan was the director of the film. According to Sharma, the biggest improvement to the film was given by Krishnan. The first two commercials were directed by Sabal Singh Shekawat. 


Sharma was dismayed with the ending of the script he had penned. When Krishnan visited Sharma’s office, he shared his concerns. To sound polite, some other adjective was chosen for ‘S’. It was Krishnan who suggested going with ‘Shameless’.


Sharma explained: “When you write the script, the director's belief is very important. If your director doesn't believe in your script, the script doesn't go viral.”


“If you look at the lighting, it's very dramatic. It's like a theatre. That's the type of space it was shot in,” he said.


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The ad was shot in December 2005, and was released on every television channel in February 2006. 


Since the business of Info Edge was online, not much was invested in print. Experiments were done in the outdoor medium too, but, as Sharma put it, they did not derive ‘fun’ out of it.


The target audience were youth, followed by employers. “Since employers generate business, demand is created from the employers’ end,” Sharma added.


The commercial was critically and commercially acclaimed. 


It won the Campaign of the Year award in 2006 at the Advertising Club Kolkata, Consumer Connect Awards, and a bronze at the APAC Effies Awards in Singapore in 2008, stated a media report.



<strong>The aftermath</strong>


In an era which was not social media or digitally savvy, the ad created a buzz, which got people talking positively. However, with every pros comes a con. 


The Hari Sadu ad got embroiled in a few controversies. There was a controversy around the name Hari, which also means God. But it died down in a day.


Then there was a controversy related to a 11-year-old student named Hari Bhanot in Chandigarh. He was in grade five or six. According to Singh, the boy’s father claimed that his son was being humiliated in school and was being called these names. He began putting pressure on Naukri.com to take the ad off.


But Info Edge heard only positive reviews from clients, and the sales touched a positive figure. 


The boy’s father had also gone to the media and Sandeep Bhargav, who was the head of Info Edge’s Delhi branch, along with Oberoi, had to go to give a lot of media interviews to explain their side of the story. 


A case was filed with the Advertising Standards Council of India, and it was won by Info Edge. Then they visited the boy and the school principal in Chandigarh. However, the principal contradicted the claim, as given by the boy’s father.

 
Later, it came to light that the boy's father was running his own PR agency. 


“Since people wrote to the media, we made sure that we touched base with everybody,” added Singh. 


<strong>Why did it stand out?</strong>


According to Sharma, “Every creative agency gets a brief to make an ad. Since advertising is a very herd mentality industry, the client always tries to give a brief to create something around a successful thing. Hence, the creative head gets stuck here.”


Through this ad, FCB Ulka, which believed advertising is a serious business, learnt that it is not a serious business but a sensitive business.


It has been more than a decade since Hari Sadu graced the screen. While it enjoyed profound success, would it still be relevant in today’s times?


As Bikhchandani notes, the ad has not been run since 2011.


“Today, bosses are not that authoritative, right?” said Singh. 


Post Hari Sadu, the next ad was on ‘Drag yourself to work’. Info Edge would conduct surveys once in a year or two. Before COVID-19, what was realised was that bosses were the highest reason why people were leaving jobs, like it was in the past. The relationship between a superior and a subordinate changes with time. 


Five to six years ago, when Info Edge conducted a survey, people leaving organisations due to ‘bad bosses’ did not have a majority vote.


“While the Hari Sadu ad still gets a smile, and since we all have good days and bad days with our bosses, maybe it's not as relevant as it was in those times,” Info Edge’s CMO concluded.

 
<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/one-black-coffee-please-the-ad-that-won-india-her-first-lion-at-cannes-35728.htm">One black coffee, please: The ad that won India her first Lion at Cannes</a> 

Remember Hari Sadu? Will that ad still work?

There have recently been complaints from photographers suggesting that Meta has been labelling images with their ‘made with AI’ tag that weren’t created using AI. Photos that were created in Adobe’s Photoshop using its gen AI tool were also being labelled by Meta incorrectly.

Meta launched the ‘made with AI’ tag earlier this year. The company’s Oversight Board had criticised Meta over its manipulated media policy and Meta introduced these labels, reported Moneycontrol. 

The social networking giant has now announced that it is once again changing these labels. Industry standard indicators that other companies include in content created using their tools help Meta assess whether something is created using AI, the company said. The company wants its users to know when an image has been generated using AI. 

The company said, “Like others across the industry, we’ve found that our labels based on these indicators weren’t always aligned with people’s expectations and didn’t always provide enough context.”

Further, Meta said that some of the content that included minor adjustments and modifications using AI, such as retouching tools, included industry standard indicators, causing Meta to label the images with the tag. 

“While we work with companies across the industry to improve the process so our labelling approach better matches our intent, we’re updating the “Made with AI” label to “AI info” across our apps, which people can click for more information,” the company said.

The ‘AI info’ label however, won’t give out any extra information. As per reports, upon clicking on the tag, the information will be the same as the ‘made with AI’ label. 


Meta revises AI-generated image labels on its platforms after photographers issue complaints

Fast food restaurant Burger King, which was in a decade long partnership with PepsiCo, is currently in advanced negotiations to sign a deal with Coca-Cola as its beverage partner in India, according to The Economic Times.

 

Once the deal comes through, both Burger King and its rival McDonald’s both will have deals with the beverage giant.

 

If the deal is materialised, this will give Coca-Cola the visibility in more than 391 stores of Burger King in India. The alignment with Coca-Cola is expected to be formalised and announced by the end of next quarter, according to the report.

Burger King to sign Coca-Cola as its beverage partner in India: Report

If the deal is materialised, this will give Coca-Cola the visibility in more than 391 stores of Burger King in India.

Colgate-Palmolive (India), in its latest ESG (Environmental, social, and governance) report, said has plans to achieve 100% recyclability of its toothpaste portfolio. As of fiscal year 2024, the oral and personal care brand transitioned 50% of its toothpaste portfolio (by volume) to recyclable tubes.

Further, Colgate is ramping up its sustainability goals by installing solar plants at its units. At present, the company has over 2.8 MW of on-site Solar installation. "By 2030, the aim is to transition to 100% renewable electricity across all owned industrial site operations," Colgate-Palmolive (India) said.

The toothpaste brand also stated that over 40 tonnes of dry waste was collected and segregated across 25 villages as part of the company’s CSR Rural Waste Management program in FY 2024. The company extended digital and financial literacy to over 30,000 women and persons with disabilities (PwDs) in FY 2024. Additionally, Colgate said it supported 40 water-stressed villages, in repurposing 46 million litres of water, benefitting over 14,000 beneficiaries.

The Oral and Personal Care brand reported a profit of Rs 1323.6 crore in FY 2024 as against Rs 1047.15 crore in FY 2023. The company's operating revenue stood at Rs 112.77 crore in FY 2024 from Rs 91.91 crore in the previous fiscal year. Colgate posted a domestic growth of 9.5% in FY2024 and an EBITDA margin of 33.7% in the same duration.


"At our core, is the mission to improve the oral health of everyone in India. This is both our fundamental responsibility and a tremendous privilege. Our long-term value creation strategy is intricately designed to balance financial performance with sustainability. The simple mantra of Grow, Strengthen, Simplify underpinned our actions in FY 2023-24.  We delivered a significant step up in our growth trajectory, and we remain resolute in our commitment to enrich lives, foster sustainability, and propel positive change," Prabha Narasimhan, MD and CEO said.  


Colgate eyes 100% recyclability of toothpaste portfolio by FY2025

With the Paris 2024 Olympics starting from Friday, Viacom18 Sports is set to provide an immersive viewing experience on Sports18 and JioCinema. Experts predict that the Paris Olympics will attract 150 million viewers on the digital platform and 120 million viewers on linear TV. Compared to the Tokyo Olympics, there's a 70 percent increase in advertisements and sponsorships, indicating growing brand interest in non-cricket sports events.

Experts also note that, for the first time, digital and TV ad rates are similar for the Paris 2024 Olympics, at approximately Rs 1,40,000 per 10 seconds for both Standard and High Definition TV channels. Around 100-120 million viewers are expected to tune in to Sports18 Network, and about 150 million viewers are anticipated to watch the Olympic Games on JioCinema. 

Viacom18 Sports has onboarded SBI and JSW Group as co-presenting sponsors, Thums Up and Herbalife as associate sponsors, and Aditya Birla Life as the highlights partner. Other brand partners include AMFI, MRF, Bacardi Martini, Punjab National Bank, and Reliance Foundation.


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Several well-known brands have already launched their advertising campaigns in anticipation of the event. For instance, JSW has initiated a robust campaign, setting the stage early. Similarly, brands like Britannia, Thums Up, and Omega are gearing up, ensuring their presence during this global sporting spectacle.


“We are expecting significant growth in terms of CTV viewership. We are very excited about CTV as a medium. Viewers will surely enjoy the CTV experience that we are building during Olympics”, said Siddharth Sharma, Head of Content for Viacom18 Sports. 
  
JioCinema will stream 20 concurrent live feeds for Olympics which includes 17 sports-wise feeds and 3 exclusively curated feeds dedicated to the Indian Contingent in Paris, Global Action, and a special focus on Women Athletes. Viewers can watch India specific feed in English, Hindi, Tamil, and Telugu. 

When asked about the response from advertisers, Sharma said, “Response from advertisers is a testament of how there is an appetite for sports as a whole and even beyond cricket. Advertiser interest for the event is up by 70 percent of the previous edition. Also, performance of Indian contingent in last Olympic has raised interest of advertisers and sponsors towards non-cricket sport for both TV and Digital as a medium.” 

Sharma said, "Brands advertising on TV are also opting for Digital and we have received a great response from the advertisers. Our effort towards Paris Olympics will provide immersive experience to the audience." 

<strong>Ad inventory sold out? </strong>

Rashi Bhushan, AVP – Digital Media Planning & Buying, Mudramax elaborates on why advertisers are investing in non-cricket sport and says, "The Tokyo 2020 Olympics, delayed to 2021 due to the COVID-19 pandemic which faced unique challenges and offered distinct opportunities for advertisers, which also significantly influenced revenue outcomes. The expected viewership reflects projections estimating around 150 million digital viewers and an additional 100-120 million tuning in on linear TV.”

Elaborating on the ad rates, Bhushan said, "On television, ad rates currently start from Rs 1 lakh to Rs 1.2 lakh per 10 second. These rates can vary significantly from the initial card rates offered, which are typically influenced by the scale of commitment made in the overall advertising deal. In contrast, on OTT platforms such as Jio Cinema, Connected TV (CTV) options the prices range between Rs 70,000 to Rs 75,000. The cost per thousand impressions (CPM) for handheld devices is priced between Rs 220 to Rs 225, demonstrating a strategic pricing model designed to cater to various advertising needs and platforms.” 

Multiple brands have already initiated their campaigns featuring non-cricket stars, Ahmed Aftab Naqvi, Global CEO and Co-Founder, GOZOOP Group said, "Olympic players are the best talent in the world, any association with them will garner a lot of respect and recognition for brands.” 

JioCinema has also collaborated with ShareChat and Moj for providing diverse and multi-lingual content to the audience via the homegrown short video format platform. Bhushan said, "Media platforms has already been sold, underscoring the high demand. The peak concurrency rates, which are expected to be significant, will likely lead to a sold out status for remaining inventories as the event progresses. Additionally, strategic partnerships with short-form content platforms such as ShareChat and Moj are set to enhance the advertising impact, aiming to deliver a uniquely engaging experience. These collaborations highlight the evolving dynamics of media consumption and the increasing importance of integrating traditional and digital advertising strategies." 

With a substantial increase in both viewership and advertiser interest compared to previous Olympics, showcases the evolving behaviour of audience towards consumption of sports content in the country. 

As the festive season is set to begin in the country, fashion e-commerce platform Myntra has expanded into the gifting category. With occasions like Friendship Day, Raksha Bandhan, and Teachers Day coming up, the Walmart-owned retailer has opened its gifting category with a large selection of more than 70,000 options. 

Besides, Myntra is also looking to offer products from over 100 brands across 50 categories.

Sharon Pais, chief business officer, Myntra said, "Myntra’s gifting segment will give access to a wide assortment of more than 70,000 handpicked products, such as unique selections from renowned brands across accessories, home, beauty, and personal care, as well as fresh products under one roof".

Some of the prominent brands that would be part of Myntra's gifting portfolio are- Giva, Swarovski, Calvin Klein, Kama Ayurveda, Boat, Noise, Zoop, Chumbak, Home Centre, Tied Ribbons, and Kidbea.

The fashion platform has also expanded into fresh categories, offering around 3,000 products such as cakes, flowers, live plants, etc.


Myntra said that some of its products will be delivered on the same day but in 10 cities. It will add more towns for the gifting category in the next few months.

Ahead of festive season, Myntra expands 'gifting' category with over 70,000 options

Kantar has released the 12th edition of its annual Brand Footprint India report. The report ranks the Most Chosen (in-home & out-of-home) FMCG Brands based on Consumer Reach Points (CRP’s). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year. 

<strong>Key findings: In-Home segment:</strong>

With a CRP score of 7980 million, Parle holds the top spot for a record 12th year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.  

Consumer Reach Points (CRP’s) continue to grow, however is slightly lower than last year. Overall, CRP’s have increased almost 33% in the last five years.

All sectors have seen a CRP growth slow down, except dairy:

Brands chosen more often have greater probability of growing in CRP:

Haldiram’s and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30% in CRPs in 2023.

Sunfeast leads the way in biggest penetration gains in 2023 at 6.4. The following brands make it to the top 10 list:

7 brands in the top 25 in-home rankings show more than 20% penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.


<strong>Key findings: Out of Home segment:</strong>

1. Britannia leads the way in the 2 nd edition of OOH brand rankings with 628Mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top 5 rankings are all snacking brands and remain the same as 2023.

2. The five Most Chosen OOH beverage brands in India are Thums Up, Frooti, Amul, Maaza, &amp; Bisleri.

Speaking about this year’s report and rankings, K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said, “Consumer choice is very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice. This is reflected in the constant increase in CRP’s. We also introduced an out of home rankings last year as OOH consumption is on the rise and has different choice triggers.”

Parle most chosen in-home FMCG brand: Kantar

Canva unveiled insights from a study of more than 500 business professionals on the challenges of fostering creativity within the workplace.

Harvard Business Review Analytic Services conducted a global study in association with Canva and revealed that 96% of survey respondents agree creative ideas are essential to an organization’s long-term success and performance. In addition, 94% agree that organizations that invest in creative tools and technology will be more successful in the future. 

However, while many acknowledge the importance of creativity and seek a creative edge, few are successfully converting innovative ideas into business impact.

Three categories of organizations emerged from the survey responses: leaders, followers, and laggards. These groupings were based on the organizations’ success at identifying creative solutions to business problems according to the respondents, regardless of whether the idea was implemented. Leaders (22%) are those organizations that are “very successful” at identifying and implementing creative solutions to business problems, while followers (56%) are “somewhat successful” and laggards (22%) are “not very successful.”

<strong>Top findings include:</strong>

Workplaces are failing to nurture the creativity of their employees. Nine out of ten (91%) respondents agree that creative thinking is a key attribute for employees to possess yet more than half of laggards (58%) say their organizational culture doesn’t reward creative pursuits. Only 19% of leaders say the same.

Leaders (41%) are more likely than followers (17%) and laggards (8%) to encourage greater creativity by rewarding employees for taking creative risks and thinking outside the box.

Creativity must come from the top. Ninety-four percent agree that having a creative leader increases the creativity of their team. However, despite this widespread acknowledgment, nearly three-quarters of laggards (72%) say the leadership at their organization is not engaged enough in creative thinking to support creativity among employees. Among leaders, only 23% of respondents felt the same.

Creativity needs the right tools to flourish. Ninety-four percent of respondents agree that organizations that invest in creative technology will be more successful in the future. Eighty-seven percent expect their organization’s overall financial investment in creativity-building tools and technologies to increase or stay the same in the next year.

Currently, the most used technologies to unlock creativity among leaders are collaboration platforms (65%), visual communication (64%), and data visualization tools (56%). Collaboration can enhance the creative process by tapping into new ideas, perspectives, and approaches. Leaders are significantly more likely than laggards to facilitate cross-functional collaboration (53% vs. 14%) and encourage different ways of thinking (52% vs.15%).

Generative AI is helping organizations get ahead. Forty-two percent of leaders think gen AI can enhance creativity at their organization to a great extent. For example, according to leaders, gen AI may fuel creativity by: automating repetitive tasks, freeing employees up to focus on more creative endeavors (62%), accelerating idea generation (60%), and creating content with minimal human intervention (49%). While forty-seven percent of leaders are using gen AI tools to foster creativity for the purpose of strategic growth, only 30% of followers and 14% of laggards are doing so.

“In a business world focused on the bottom line, it’s easy to lose sight of the value of creativity. The findings highlight that creativity isn’t just a complement to business growth, it’s foundational to driving long-term success,” said Cameron Adams, co-founder and chief product officer, Canva. “Ultimately, innovation and creativity is what will differentiate the leaders from the laggards; it’s what drives growth in a challenging landscape.” 

Workplaces are failing to nurture the creativity of their employees: Canva

Cognizant's branding hit a wall in April-May 2024. In May, while promoting their internal program BlueBolt, they swapped their social media logo for "Innovate," causing confusion amongst customers as the website logo remained unchanged. This raised the question about the importance of maintaining a consistent visual identity across platforms.

Moreover, a legal challenge in April forced Cognizant to stop using their logo in India when the Bombay High Court ruled against Cognizant in a logo infringement case filed by Bengaluru-based Atyati Technologies.

Paritosh Dhawan, Principal & Founder, Dhawan and Co. says that for entrepreneurs and companies alike, a logo serves as a pivotal magnet for attracting attention and generating interest, leaving a lasting impression. In an era characterized by the rapid proliferation of startups and businesses, registering one's logo with the appropriate authorities becomes an absolutely vital part of the strategy. Consequently, registration can mitigate significant costs and enhance the likelihood of success in cases where your business faces infringement by entities utilizing your brand and its marks, in some way or the other.

Subhash Bhutoria, Founder and Principal, LAW SB says  “The dispute seems to have arisen on account of use of vector art as the inspiration for creating logo design. It is a common issue in designing services, because of which businesses end up adopting and using similar logos. As a practice, before adopting and using any logo for its use in the course of business, the business must conduct pre-adoption conflict searches... Generic Google image search can be extremely helpful in identifying conflicting marks.”

Bhutoria advises to take proper legal advice on use and registrability of a logo. This way, businesses can avoid adverse legal consequences including infringement proceedings, to a large extent. According to him, this also helps in mitigating loss of revenue and of reputation, which is bound to happen on account of any such legal action. It is extremely important to register trademarks including logos and devices as registration grants statutory protection. Also, in case of any dispute involving registered marks, the official examination and the validity of registration can help in supporting an e facie case in favour of the defendant. There are several matters, few of which are reported judgments as well.

Recently, Bhutoria and his team assisted the famous Murthal eatery, Mannat Hotels, in obtaining favourable orders against highway hotels using similar brands and logos. LAW SB provides  pre-adoption brand advisory and strategies on a regular basis, helping business ideate and develop a strong brand and a better protected trademark. Most IP firms keep a watch on the filings before various IP offices, which helps the brand maintain its distinctiveness and exclusivity as also avoid dilution and loss of reputation.

“Any action for infringement (or passing off) requires registration, strong proof of long, continuous and extensive use, evidence in support of enviable goodwill, which is associated with the brand. Business must have sound brand and IP strategy including brand manuals, regular caution notices, registrations in relevant classes and jurisdictions, well drafted IP clauses in contracts etc. which helps in maintaining the proprietary rights and exclusivity in the IP assets,” states Bhutoria.

<strong>Investing in a unique logo through the lens of IP protection</strong>

Brands are the identifications which help customers and consumers recognize and relate the quality and the people behind the products and services to each other. Since a lot of effort and resources are spent on building a brand, it is necessary that the brands are protected. In today’s competitive world is everything about brand identity, image and perception and having a strong and well protected brand, adds to power of the company/people who own the brand and of course a well-protected brand also translates into value and money and success, says Chandrima Mitra, Partner, DSK Legal.
 
Sometimes instead of a full name or a word, a logo - a visual representation that instantly conveys the essence of the brand. However, as the recent case of Cognizant's logo dispute in India highlights, ensuring a company’s logo is truly unique and legally protected is no easy feat, Mitra states.

As per Mitra, it is essential to safeguard the brand assets through proactive measures. Before finalizing a logo design, companies must conduct thorough trademark searches to avoid potential conflicts with existing registered marks. Thereafter the next critical step is to register it as a trademark with the Trademarks office. Registered trademarks entail exclusive rights to use the mark and take legal action against unauthorized use, effectively deterring potential infringers. Evidence of prior registration can be used to demonstrate ownership and direct the infringer to cease from infringing. Conversely, if the logo is found to be too similar to an existing registered mark, the brand may need to consider modifying it to avoid confusion and potential legal battles.

<strong>Being vigilant about brand assets</strong>

Dhawan recommends conducting a thorough trademark search before finalizing a logo to ensure it doesn’t infringe on existing trademarks. This includes searching the country's trademark database, such as the Trade mark registry for India, using databases like WIPO (World Intellectual Property Organization) for international trademarks, and considering hiring professional trademark search firms that provide more extensive searches, including common law trademarks.

Mitra says that brands should continuously keep monitoring for potential infringement across platforms – online and offline. Conducting regular searches can help identify any instances of infringement as well. Whenever potential infringement is identified, immediate legal action should be taken to stop the infringement.

On the criminal side, similar sanctions come into play in cases of trademark violations in India. Applying a false trademark with intent to defraud is punishable with imprisonment up to three years and a fine up to two lakh rupees. This underscores the importance of taking infringement seriously and taking decisive action to protect your brand.

If a reputed well-known logo is unregistered, then passing off actions can be initiated against misuse of such brand or logo.

 

Unique logo? Ensure legal protection before trouble strikes

To celebrate the release of Marvel Studios ‘Deadpool & Wolverine’, Disney Consumer Products India has collaborated with 25 brands across apparel, accessories, food and beverage, and technology to launch an array of themed merchandise locally. These brands include Adidas, boAt, Coca-Cola, Myntra, NESTLÉ POLO, The Souled Store, Wrogn and more.

Priya Nijhara, Director of Disney Consumer Products, India, said, “Deadpool’s refreshing charisma and irreverent humour has amassed formidable fandom in India, particularly with the Gen Z audience. This reflects Marvel's enduring relevance today and fuels our excitement as we join forces with exceptional brands to roll out an expansive line of Deadpool & Wolverine themed products in celebration of the movie release." 

According to Disney Consumer Products India, Coca-Cola has launched Coca-Cola cans and bottles featuring Deadpool & Wolverine, including 32 other Super Heroes from across the Marvel Universe. 

boAt has curated an audio wear collection themed after Deadpool & Wolverine, blending Marvel’s storytelling with its advanced technology. Belkin will introduce a portable wireless power bank on Amazon on July 27.

Titan has also joined the buzz with its eyewear and fashion accessories, incorporating the signature colours and elements from Deadpool & Wolverine. 

Apparel brand The Souled Store has also unveiled a range of t-shirts, backpacks, and high-top sneakers on the Deadpool & Wolverine theme. Reliance has also launched a lineup through its sub-brands (Yousta, Azorte, and Reliance Trends), offering t-shirts, jackets, and denims featuring Deadpool & Wolverine.

Ahead of ‘Deadpool & Wolverine’ release, Disney Consumer Products India teams up with brands, retailers

To mark the 25th anniversary of the Nickelodeon animated series, SpongeBob SquarePants, Viacom18 Consumer Products has geared up for a yearlong celebration featuring new collaborations and merchandise. The licensing and merchandising arm of Viacom 18 has partnered with several artists, such as Raul Urias and Jisu Choi, Daniel Mackey and Berthet One, and Dennis Gabbana and Tik Ka from East.

Sachin Puntambekar, Head - of Viacom18 Consumer Products, said, "SpongeBob SquarePants is an iconic global franchise that has captured the imagination of fans for 25 years. As we celebrate this milestone, we’re excited to tap into the creator and artist economy for unique designs and exclusive merchandise. This campaign is a testament to our commitment towards immersive experiences that extend beyond the screen, transcending into the lives of our audiences." 

 
Viacom18 Consumer Products has planned marketing campaign spanning TV, retail, and digital activations for the SpongeBob SquarePants fandom. This includes SpongeBob and Patrick figurines at retail stores, dedicated character pages on D2C partner websites, collaborations with influencers, and promotional campaigns on popular channels such as Nickelodeon, MTV, VH1, and JioCinema. 

Viacom18 Consumer Products celebrates 25 years of SpongeBob SquarePants

Go Fashion (India) Ltd, which owns the popular women's wear brand 'Go Colors', has drawn a plan to expand by 120-130 Exclusive Brand Outlets (EBOs) every year. The fashion retailer is focusing on adding new outlets in Tier 2 and 3 cities in the north and east regions. At present, the e-retailer has 734 EBO stores, across 164 cities.

The fashion brand opened 20 EBOs on a net basis in Q1 FY 2025 alone.

"In Q1 FY25, we successfully added 20 net new stores to our portfolio, increasing our total store count to 734. We are optimistic about our continued store expansion efforts and aim to open between 120 and 150 new stores during FY25," Gautam Saraogi, CEO, of Go Fashion (India) said.

Go Fashion (India) said the tie-up with UAE-based Apparel Group is on track and is likely to open its first international store in the Middle East by the end of 2024

In an exchange filing on Wednesday, Go Fashion said its average investment in its outlet is around Rs 37 lakh-38 lakh, and the payback period is 15-18 months.

The company expects 80% of revenues from its exclusive brand outlets in the coming few years.

Go Fashion has announced its first quarter result of FY2025 today. The company reported a 9% increase in net profit to Rs 28.7 crore in Q1 FY 2025 from Rs 26.3 crore in Q1 FY 2024.

Go Fashion (India)'s revenue was up by 16% in Q1 of the current fiscal year at Rs 220 crore as against Rs 190 crore in the same period last year.

The sales from the online channel for Go Fashion was Rs 21.8 crore in FY 2024, the company said.

Go Fashion (India) plans to open around 130 new stores every year; Dubai store on the cards by 2024-end

In a trademark infringement complaint brought by German sports and apparel business Adidas AG, the Delhi High Court on July 19 imposed a permanent injunction against a similarly called company operating in diverse commodities, including textiles, as per reports.

The court of Justice Sanjeev Narula also fined Adidas Rs 14.22 lakh in damages, which includes Rs 3 lakh in nominal damages and Rs 11.22 lakh in costs incurred by Adidas in pursuing the trademark infringement case over the previous 13 years.

The defendants, who sold goods labeled as 'ADIDAS', claimed that their use of the trademark was "bona fide and honest," and that their decision to use a mark identical to that of the plaintiff Adidas was "rooted in personal affection."

The defendants went on to say that they chose the name because "Defendant No. 1 (Keshav Tulsiani, partner/director of Adidas Weaving Mills, Adidas Textile Industries, and Adidas Merchandise Private Limited) held deep admiration for his elder sister, addressed as 'ADI' in the Sindhi community." This admiration was so strong that he was referred to as her devotee ('Das' in Sindhi). As a result, the acronym "ADIDAS" was coined, combining 'ADI' (older sister) and 'DAS' (devotee) to symbolize this familial devoion.

The defendants also argued that the plaint must not be entertained on grounds of territorial jurisdiction as they neither reside nor conduct their business in the jurisdiction of Delhi as well as the delay in filing the suit, as well as on the fact that the defendants have been using the mark in all uppercase while the plaintiff uses the mark in all lowercase, as per reports.

Addressing the question of delay - the defendants claimed they had been using the mark since 1987 - the court ruled that the defendants bear the burden of proof and did not produce any evidence to support their claim.

The court ruled in favor of Adidas AG, finding that the defendants had been using an identical mark, which, when paired with the similarity between the goods—textiles and garments—"creates a real likelihood of confusion." Adding that a word like ‘Adidas’, which has no inherent linguistic meaning and is a coined term which is a unique word, “they are thus deemed to have a high degree of distinctiveness and are given a wide ambit of protection under trademark law.

Burger King to sign Coca-Cola as its beverage partner in India: Report

If the deal is materialised, this will give Coca-Cola the visibility in more than 391 stores of Burger King in India.

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