The Ministry of Information and Broadcasting(MIB) has issued an advisory on Tuesday, once again drawing the attention of all private satellite TV channels to undertake Public Service Broadcasting (PSB) in accordance with Clause 35 of the Guidelines for Uplinking and Downlinking of Satellite Television Channels in India, dated 09.11.2022. The advisory, originally issued on 30.01.2023, aimed to guide broadcasters on content, accounting, reporting, and identification of PSB Obligations.

As part of the compliance process, channels were instructed to file monthly reports starting from 01.03.2023. To facilitate an easy and efficient procedure for PSB obligations, the Ministry also provided broadcasters with a bulk uploading facility for online filing of the PSB Report on the Broadcast Seva Portal (BS Portal). 

To ensure the timely fulfillment of PSB obligations, the Ministry reiterates its directive to all private satellite TV channels authorized by MIB to upload their monthly PSB Reports on the BS Portal no later than the 7th day of the following month.

This advisory is issued with the approval of the Competent Authority, and the Ministry expects full compliance from all broadcasters to further strengthen the reach and impact of public service broadcasting in the country.


MIB urges private satellite TV Channels to fulfill public service broadcasting duties

The advisory, originally issued on 30.01.2023, aimed to guide broadcasters on content, accounting, reporting, and identification of PSB Obligations.

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Virat Kohli is a name that resonates with cricket fans worldwide. From his audacious stroke play to his fiery on-field demeanor, Kohli has redefined the game with his sheer passion and commitment. However, Kohli’s is a story of controversy and confrontation, a narrative that has shaped his journey to greatness. Whether it's his heated exchanges with fellow cricketers or his outspoken nature off the field, controversies are no stranger to him. 

Clash with Gautam Gambhir: One of the most memorable incidents involving Virat Kohli occurred during the 2013 IPL match between Kolkata Knight Riders and Royal Challengers Bangalore. As the captain of RCB, Kohli engaged in a heated argument with Kolkata's skipper Gautam Gambhir, resulting in a tense standoff that was eventually diffused by umpires and players.

Middle Finger Incident: During his early days in international cricket, Kohli courted controversy during a tour to Australia when he was seen showing the middle finger to the Sydney crowd. Kohli later explained that his actions were in response to abusive language directed at his family, highlighting his fiercely protective nature off the field.


Outburst at Journalist: The 2015 Cricket World Cup saw Kohli embroiled in another controversy when he lashed out at a journalist whom he believed had written an unfavourable article about him and his then-girlfriend, now wife, Anushka Sharma. 

Umpiring Controversy: In a Test match against Australia in 2017, Kohli accused Australian captain Steve Smith of seeking illegal assistance from the dressing room for a review.


Sunil Gavaskar Controversy: During the 2020 IPL, Sunil Gavaskar made a comment about Kohli’s performance, suggesting that he only practiced batting during the lockdown with Anushka Sharma bowling to him. Sharma’s public response underscored the challenges of being a public figure in the age of social media scrutiny.


As Virat Kohli continues to etch his name in the annals of cricketing history, his journey serves as a reminder of the complexities of success. While controversies may have punctuated his career, they have also been a testament to his unwavering spirit and fierce determination. Kohli's story is not just about cricket; it's about resilience, passion, and the relentless pursuit of excellence. As he continues to push the boundaries of the game, Kohli remains a symbol of inspiration for aspiring cricketers and sports enthusiasts around the world. His legacy is not just in the runs he scores or the matches he wins, but in the indelible mark he leaves on the hearts of fans everywhere.


Virat Kohli: A brief history of controversies and confrontations

Microsoft owned LinkedIn was down for a brief period, impacting thousands of users on Wednesday after a brief outage.


According to outage tracking website Downdetector.com, there were 48,000 reports of outages related to LinkedIn in the US.


March 5 saw the global outage of social media platforms Facebook and Instagram. Following the outage, as per multiple reports, parent company Meta’s chief executive officer Mark Zuckerberg net worth declined by $ 2.79 billion, in a day, to hit $ 176 billion on the Bloomberg Billionaires Index.


However, he continued to maintain his position as the world’s fourth richest person.


The global outage of Meta-owned apps Facebook and Instagram sent users rushing to Twitter now known as X to check about the outage. The apps were not working for users across the globe who experienced problems with Meta's popular apps. #InstagramDown started trending.


Elon Musk, the owner of X (formerly known as Twitter) and Meta boss Mark Zuckerberg’s rival, shared a series of tweets about the outage stating, “we know why you’re all here now”.


Read More: <a href="https://www.storyboard18.com/digital/metas-facebook-instagram-down-for-thousands-of-users-worldwide-25534.htm">Elon Musk reacts to Instagram and Facebook outage</a>

After Facebook and Instagram, LinkedIn sees brief outage

Note to readers: Our latest column Marketing Mocktail breaks down and explains the big ideas, new disruptions and old concepts and marketing practices that matter in the modern age.


The creative brief is one of the most integral parts of advertising.


Yet, of late, briefs have become griefs - sterile and unimaginative.


We keep indulging in the over optimism of giving a bland brief and hoping for exciting creative work in return. Garbage-in, garbage-out.


Putting together a good brief is a dying art which needs to be revived.


From logic to magic


A brief is the inflection point in creating advertising and communication.


It’s the point where logic (the strategy) starts turning into magic (the idea).


It’s where planning ends and creativity begins.


Re-energising the brief


Definition of the brief should read, ‘The most insightful, inspiring, and igniting point in the creation of advertising’.


Insightful - Packed with gems and nuggets that bring the strategy to life.


Inspiring - Makes the creative team go ‘Wow!’ and take ownership of the brief.


Igniting - Triggers the creative to buzz with ideas that they can’t wait to get cracking on.


In fact, a good brief is like ‘an ad for creative people’.


What makes a great brief


While most agencies have their own briefing formats, based on their conceptual frameworks and creative philosophies, the basics of a great brief remain the same.


Here are a few key ideas that can help re-energise creative briefs.


Keep it simple and sharp


Don’t try to impress with mumbo-jumbo or jargon. Make it simple.


Rather than saying, ‘Increase TOM (Top-of-mind awareness) and brand salience’, it’s much better to say, ‘Make the brand famous.’


Instead of ‘Enhance width and depth of consumption’, why not ‘Get more people to use more’.


Also, never overload - stay focused, sharp and crisp. A brief should not be more than a page or two (that’s why it is called a brief).


Pull out little nuggets


Don’t dwell on information, instead dive for gems that bring your strategy to life and tell a story. Embed your brief with evocative and powerful nuggets.


When Taj Mahal tea bags were being launched, the nugget in the brief was to position them as ‘The Walkman of Teas’ to encapsulate the mobility, convenience and modernity of the format.


When Dabur honey was being repositioned as a health food from a home remedy, the brief summed up the challenge as moving the brand from ‘the medicine chest to the dining table’.


Bring your target person to life


One of the biggest sacrileges in briefs is the vague and rather generic definition of the target audience. You really can’t get a handle of who you are talking to until you bring that person alive.


This is how a bland brief will define the target audience for Axe deo:

Young men aged 16-25, who are concerned about their appearance and how they attract the opposite sex. They buy deodorants to smell fresh and feel confident. Axe with its masculine fragrance is the perfect choice to be attractive to girls.


Here’s an inspiring definition of the Axe target person:
Imagine Benjamin… he thinks about women a lot. A lot, a lot. But he’s not dreaming of romance, he’s a dirty boy who can’t stop thinking about sex with extraordinarily welcoming women. Yet in the real world, women are a completely different country - it’s somewhere he’s never been, it may be a while before he gets to go there, and you’re guaranteed he won’t be able to speak the language when he does. 
Deep down he wishes he could just be himself around girls and that it wasn’t so complicated, that he didn’t have to try so hard. What he wants isn’t deodorant at all, but a secret babe-magnet.


Which one do you think created the ‘Axe Effect’?


Dramatise it


A brief is more than just a piece of paper. It’s a piece of theatre.


Once, a bunch of creative people were packed like sardines into a cramped car and were told they were being taken to the client’s office for a briefing. Midway, they were intercepted by the account supervisor, driving a Maruti van (a move that was engineered). 


They were immediately transferred into the more spacious confines of the van and as they sprawled themselves, someone exclaimed, “Guys, this is the brief - travel in space.” How’s that for a powerful demonstration?


Here’s what a leading creative director told me, “I once had an account executive give me a brief with a hole burnt into it. That got me curious. Then I noticed it was for a fiery hot pizza. Right there, she got me.”


It’s time we changed the way we look at briefs, because great advertising is born out of great briefs. It may be a good idea for the industry to introduce an annual award for the best briefs as an incentive to encourage and reward great briefs. 


Can we bring the glory back into briefs? Can we have more briefs than griefs?


Yes, we can!


Anand Narasimha is a corporate turned academician with over three decades of experience spanning Brand Marketing, Advertising, Consulting, and Teaching. He writes the column Marketing Mocktail for Storyboard18. Views expressed are personal.

Marketing Mocktail: Brief or Grief - the creative brief explained

Most brands divide their advertising budget between creative development and media buying in a ratio of 1:10. However, when recalling famous advertising campaigns, it's likely that people remember the creative teams behind the ads, rather than the media planners and buyers who ensure that the ads reach the right audience with the right frequency.

In the past, when advertising was limited to one or two mediums such as TV and print, media planning and buying were relatively straightforward. However, with media becoming increasingly segmented, this is no longer the case. The role of media in the success of any campaign has therefore increased significantly. Without proper alignment between the creative campaign and media plan, the chances of failure are high.

Traditionally, advertising campaigns were conceptualised by establishing business objectives, which were translated into marketing objectives, and then communication objectives. Based on these, a brief was created, and the creative agency would uncover consumer/category insights and develop a core campaign idea. This idea would be presented alongside the TV commercial script, which formed the centrepiece of the campaign. The campaign idea would also be extended to other media such as print, digital, and OOH.

Although media objectives and planning would also be carried out concurrently, they were often not considered inputs or constraints for the creative agency.

Now, there are three problems that happen with this approach:

1. This leads to some campaign ideas/scripts which are not native to the primary platform as per the media plan. Because of a digital native TG, you might have a media plan which is heavily skewed towards Youtube to build awareness. And the best way to build awareness on Youtube is by using the 15-second non-skippable ad. Now if your hero creative is a 30 sec one and impossible to tell a coherent story in the 15-second cut, the campaign will fail.

2. Sometimes you have a wonderful clutter-breaking script, but it is not going to be registered by consumers when they watch it only once/twice. You might have a budget constraint which will limit the input GRPs in your markets. That would mean that at best you can optimize your plan to maximize reach at a three-plus frequency instead of 5/6. Now if your hero creative is witty/difficult to understand easily, your campaign will fail because of lack of enough number of exposure.

3. You might have a media plan which is skewed towards a certain region, but the core insight/communication might not resonate with that region. For Example, 50 percent of your sales might come from the five Southern States, but your campaign idea/core insight resonates more with the Hindi belt. If the TVC is also conceptualized in Hindi and only translated later to regional languages, the chances of the campaign failing will be higher.

All of these problems could be solved by making only a single change in the approach to rolling out a campaign. Include a tentative media strategy/plan, and the constraints that come with it as part of the brief that goes to the Planning team of the creative agency. This will ensure ideas and creative outputs which fit like a dream with our media strategy and plans.

If you want to use Meta in your media plan, your creative agency will ensure that vertical videos that seem native to the platform( Reels) are part of the creative output. If you have a reach plan to maximize reach at three plus frequencies, your creative agency will ensure that the communication is simple enough to understand in one go. If Kerala is a major market for you, your creative agency might recommend creating a separate campaign altogether conceptualized and taught in Malayalam using insights from the Kerala market.

The real magic happens when creative and media teams work together on a brief right from day one. This used to happen few decades back. Maybe it's time to go back to the same practice to ensure that brands get the highest RoI from their marketing spends.

The writer is the founding member and chief business officer of Atomberg. Views expressed are personal.

The power of collaboration: How including media planning in briefs can improve RoI

MAST

Brand: Oakley

Campaign: Be Who You Are

Agency: Brandmovers India

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Growing up, we were constantly asked to fit into the mould of societal expectations. Somewhere, amongst the increasing noise, doubts, aspirations and constant chatter, ‘being ourselves’ took a backseat. We forgot to focus on ourselves, be comfortable with making mistakes, and taking risks.

The latest commercial by Oakley stays true to its value of “Be Who You Are.” As the ad film rolls on, right from the hopes of 1.3bn people being shouldered by cricketer Rohit Sharma, to the doubts and noise surrounding him, the commercial shows how Sharma does not let the people’s uncertainties stop him from always giving his best. The ad film conveys the message of being your authentic self, and the importance of knowing “Who you are", where every frame of the film radiates courage and confidence. Overall, the ad film gets a thumbs up for its realism on a crucial subject.

MEH

Brand: NutriGlow

Campaign: NutriGlow

Agency: In-house

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For years, most of the ads that touched upon the subject of beauty have either been explanatory in nature, or had a pair of girls dancing to stress upon the brand, and convey positive effects. NutriGlow’s latest campaign follows the same unsatisfactory pattern. Actor Genelia Deshmukh along with a bunch of girls are portrayed as ‘GlowGirls’ who are moving to a beat to highlight NutriGlow’s varied range of products. However, Deshmukh, who serves as the brand ambassador for the brand and is known for her bubbly and fun loving nature could not save the commercial from being a dull and disappointing one to watch. An engaging and different storyline could have prevented a Meh.

Mast 

Brand - Thums Up

Agency - Ogilvy India

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From sitting on tree-tops, listening to radio commentary to gathering around paan shops, Indians have found many unique ways to tune in to their favourite cricket matches. Cola brand Thums Up, plans to provide cricket fans in India with a never seen before, innovative experience through in its feature. The ad featuring Jasprit Bumrah, Umran Malik and Brett Lee, showcases an option that allows you to experience watching an ICC T20 World Cup match through a camera fitted in a wicket. Fans will have to scan a QR code on the Thums Up bottle to get access to the camera feed and become part of this immersive experience. That is as close as one can get to being present at the actual game. If this works, it is bound to leave all cricket fans stumped!

Meh

Brand - Casio India

Agency - In-house

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Are you an over-thinker? Yes? Then Casio’s latest ad is definitely one for you. The film opens with a student, who asks his father to buy him a Casio calculator. When his father asks if he can get any other calculator if he doesn’t find one by Casio, the son starts to overthink a series of probable events and scenarios that might impact his life, all due to the repercussions of using an ordinary non-Casio calculator. While the concept works well on paper, the execution doesn’t translate well onto screens. A great concept, poorly planned and executed resulted in us providing this spot, a meh. 

Mast

Brand: Tata Motors

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Festive ads can seem too filmy and over the top with all the songs, dances and unnecessary drama around festivities. However, sometimes there are ads that truly have a feel good factor to it. The Durga Puja TVC from Tata Motors is a perfect example. The ad features the most celebrated actor of Bengali cinema, Prosenjit Chatterjee for the spot but not in a way you’d normally expect. His presence is subtle. His role is of the narrator who acts like a catalyst, adding a slight hint of glamour to the ad without being completely involved in it. The narrative is clean and well packaged with the integration of car features that seamlessly blend in. In true festive fashion, there is a sweet story, a great song and a product that is being rightfully celebrated. All the fun elements work perfectly in unison which makes this new TVC from Tata Motors a good one to watch. A definite Mast in our books. 

Meh

Brand: Hindware

Agency: In-house

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Hindware has a new TV campaign – ‘Go Larger Than Life’ starring actor Tamanna Bhatia and The Great Khali. This is the first ever TVC from Hindware Italian Collection since the company forayed into the tiles segment. The tiles shown in the spot look beautiful and appealing for sure but unfortunately, the same cannot be said for the spot itself. With an inane narrative and an unnecessary objectification of a tall man being compared to huge tiles is unimpressive and doesn’t leave a good lasting impression. A very poor concept and even poorer execution awards this spot a MEH 

MAST

Brand: Cadbury Dairy Milk

Campaign: Cadbury Dairy Milk Bodyguard – Kissi aur ki Khushi mein shaamil hokar dekhiye

Agency: Ogilvy India

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Tigmanshu Dhulia never fails to impress viewers with his performances. In this spot, his appearance as a politician paints him as a ‘larger than life’ character. Dhulia, who is seen making his way towards the dais along with his bodyguards amidst the cheering crowd, to celebrate the success of one of his guard’s daughters who cleared the medical entrance exam is warm and comforting to watch. He is seen feeding the daughter a piece of Cadbury Dairy Milk as a token of appreciation and celebration. The ad film stays true to its message “Kissi aur ki Khushi mein shaamil hokar dekhiye.” A ‘Mast’ watch in our opinion. 

MEH

Brand: Myntra

Campaign: Myntra Big Fashion Festival

Agency: In-house

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The absence of any fun factor for an ad that aims to be comical is very evident right from the start. The campaign, which aims to promote Myntra’s Big Fashion Festival does not really generate any curiosity to check out how interesting the fashion festival might be. Even the presence of celebrity couple Virat Kohli and Anushka Sharma, does not seem to add any drama to the dulness. Ironically, Myntra’s idea of using ignorance to draw attention not only tanked on screen but also failed to attract audiences in real life. An interesting build up to the story along with some festive cheer to promote the fashion festival could have prevented a Meh.

Mast

Brand: Coca Cola

Agency: In house

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Durga Puja for Bengalis is like a five-day long party. Like any party, food and soft drinks are an important part of this celebration. So if you are telling a Durga Puja story and you add food and soft drinks to it, you definitely make for a good storyteller. This new puja anthem from Coca Cola is a perfect spot for the pre-festive weeks. Casting the OG cool guys of Bengal (read members of Bengali band Chandrabindoo) and the catchy song add to the festive mood and cheer. The ad comes with its share of glam factor too, with Bengali superstar Dev adding spark and being a part of the 39 second screenplay. Overall, Coca Cola has done a great job with capturing the mood of the Bengal market right now with everyone preparing for the upcoming celebrations. 

Meh

Brand: Pantaloons

Agency: Production: KITCHEN, Concept: Ogilvy

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Rap songs and hip/hop as a genre are very popular with millennials and Gen Z. However, when used in an ad, it resonates only if executed and performed well. Unfortunately, this new Durga Puja spot from Pantaloons banks on a below average rap jingle that pulls down the overall vibe of the piece. Moreover, the Bengali voice overs are heavily accented. It could’ve been done on purpose to go with the background score but doesn’t help the tune in any way. It stands out as a noticeable blunder. The song, the script and overall performance of the cast makes this a wannabe number desperate for attention. We’re still on the look out for an ad that captures Gen Z mentality correctly and executes it well. 

MAST

Brand - The Body Shop

Agency - In house

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Breaking the popular notion that young citizens are becoming increasingly apathetic towards societal issues, The Body Shop launches a campaign calling upon policy makers to evaluate lowering the age of candidacy in the Lok Sabha from 25 to 21 years of age. The goal is to get greater youth representation in the Lok Sabha. To spread the message, the brands video campaign features young leaders from across the country including Sudhanshu Kaushik, founder, Young India Foundation (27), Jalandhar High Court lawyer Inderpreet Kaur (24) and Sachin Rathod, independent panch ingalangi (29) talking about their efforts in bringing change in society thereby inspiring others. The ‘Be Seen Be Heard’ initiative is being rolled out through a partnership with Young India Foundation. The WHY25 drive has been launched across India at all The Body Shop stores in September 2022 and will run till end 2024 in over 25 states with offline and online petitions to support the cause. Now, that's what you call a brand with a purpose. A mast ad, definitely a great watch. 

MEH

Brand - Levi’s India

Agency - Spring Marketing Capital

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Levi's India’s series of ads with Deepika Padukone follow a pattern that has become repetitive and boring. In the new ad Padukone is seen in a space that needs to be set up and decorated. The camera follows her doing various chores like pushing a sofa into place, sticking a poster on a wall while ambling around with her friends, etc dressed in a new baggy Levi’s jeans of course. The spot ends abruptly leaving viewers confused. While Levi's baggy collection might be in vogue, its advertising seems really last season! It’s time for a refresh. 


MAST

Brand – Bombae Fuzz Off Trimmer | Painless hair removal for women

Agency/Production House – Talented, StudioFry

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This 30 seconder is an edgy one. It’s probably the only hair removal brand that has shown body hair before women shave/wax/trim it off. Bombae says #FuzzOff to societal expectations. It shows the pain women go through to go hairless and attempts to normalise never-seen-before body hair imageries. An empowering ad that breaks boundaries. It’s a mast watch because it is changing the narrative of the category.


MEH

Brand – Manyavar | Taiyaar Hokar Aaiye

Agency - Shreyansh Innovations

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The hyperactive actor Ranveer Singh for the new commercial of Manyavar is featured as a spunky wedding photographer. For a change, he is dressed perfectly fine. However, he singles out a suit-clad ‘mausaji’ by saying he is ruining the perfect family photo in his western outfit. Okay, we get it, this was all supposed to be in good fun and maybe for the sake of advertising. However, we think the brand could have picked a better line of thought to stitch the script. After all, isn’t fashion a personal choice? Shouldn’t Singh know that better than anyone else?

Mast & Meh: Oakley, Thums Up, Tata Motors, Myntra, Levi's India

The biggest test Indian girls face in their school years is the "beauty test", says Unilever-owned beauty brand Dove in its latest campaign released on International Daughters Day 2022 (25 September). The ad has been viewed by millions of netizens, garnering over 12 million YouTube views in four days. 

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While the campaign gained appreciation for starting a conversation about deeply ingrained beauty biases, a section of audiences also criticised the company for double standards. Unilever sells Glow & Lovely (earlier called Fair & Lovely) which largely hinged its communication equating fair/light skin with success. However, in 2019 Unilever changed the product name and also its advertising strategy to be more inclusive and conscious. 

This is reflected in the new Dove ad as well. 

Made by advertising agency Ogilvy India, the ad shows how young girls are subjected to socially accepted standards of beauty which drastically impact their confidence and self-esteem. The Stop The Beauty Test 2.0 is an extension of its previous campaign that was focused on beauty judgements faced by women during marriage. 

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To be sure, Unilever said that Dove launched a study which stated that 80 percent of Indian school girls have faced unjust beauty tests as a teenager. Hence, this year the conversation has shifted focus from prospective brides to the stage where it all begins – adolescence.

 In an exclusive conversation with Storyboard18, Harman Dhillon, vice president, hair care, Unilever talks about the backlash on its new campaign, changing ideas of beauty and how Dove is striving to stay relevant among Gen Z consumers.

Edited excerpts:

There is a certain set of audience that have criticised the new campaign. How does the brand deal with the negative feedback?

Our intent with #StopTheBeautyTest campaign was clear - to make society aware of a prevailing issue faced by young girls on a daily basis. To bring about a tangible impact with the Dove Self-Esteem Project, we are training teachers to deliver educational modules around body confidence and self-esteem to young minds. Our purpose of the campaign is to create awareness regarding when these beauty biases start, and the impact it has on women. We respect everyone's point of view and hope they see that our objective is to redefine the scope of beauty - celebrating it in its authentic and diverse form.

What kind of research went behind picking the theme for this edition of the campaign?

At Dove, we’re constantly working towards making beauty a source of confidence and not anxiety. Last year, we brought to light beauty-based judgements women especially faced during marriage and the impact it had on their confidence. However, during our research we uncovered a key moment of truth wherein societal standards of beauty are imposed on women much earlier on - as young as adolescence. Capturing this sentiment, we shifted our focus on the root of the problem - moving our communication from prospective brides to teenage girls. At a time when these girls should be concentrating on education, they are being unknowingly subjected to beauty biases by society. We felt that this was a crucial stage of intervention and wanted to bring about a tangible change. Thus, with #StopTheBeautyTest 2.0, we aim to raise the self-esteem of these young girls and break through beauty led stereotypes. 

Where did the inspiration for the execution of the campaign come from?

As always, we wanted to share real stories enacted by real girls and feature the real-life implication beauty judgements have on their self-esteem. So, the brand film is a portrayal of exactly that. We want to highlight how family and peers, in the guise of guidance, are pressuring young girls to fit prescribed beauty standards and how this can lead to body image issues in their young minds - eventually stunting their confidence. The #StopTheBeautyTest movement is an attempt to bring awareness about this issue so we can stop subjecting young girls with beauty-based report cards and grading them on external appearances. The focus instead should be on building their self-esteem so that they can be comfortable in their own skin and realise their potential to the fullest. 



<blockquote>While Dove’s global markets may be slightly more evolved, we’re not far behind where customers are demanding equal representation and opportunity. Brands no longer can superficially support progressive social movement but need to be actively engaged and be true drivers of change.</blockquote>



What is Dove doing to stay relevant among the Gen Z? How do they define beauty and is it different from older consumers?

The Dove Self-Esteem Project is aimed at the Gen Z with a vision to empower 8 million young minds by 2025. As part of the initiative, we partnered with experts in the fields of psychology, health and body image to create educational modules around body confidence and self-esteem which will be delivered by teachers under the life skills curriculum. Through this we will be reaching girls and boys in grades 6, 7 and 8 in selected schools across 8 states.

The ultimate goal is to change ‘beauty’ from its conventional lens and redefine and realign what it means to be beautiful. In comparison to the older generation, the younger audience is demanding an ethical, inclusive and diverse representation of beauty in media and Dove’s Real Beauty motto stands tall to deliver on the ask - ensuring beauty is not defined by shape, size or colour but being beautiful is to be the best version of yourself.

Any unique trends in terms of advertising or consumption you are witnessing among your TG in India? How's it different from Dove's global markets?

The Indian woman has gone through a complete metamorphosis in the recent time, especially when it comes to her portrayal in advertising and media. We’ve come a long way from women being conditioned to believing their self-worth is dictated by the perception of others, to now where they are seen taking charge and having a voice of their own. At Dove, we’re proud to have been one of the leading contributors to this change and are glad that brands across categories are following suit.

Today, our TG makes their own choice and has the spending power. Beyond expecting brands to deliver high-quality products, they also demand the brand drive a thought-provoking dialogue. While Dove’s global markets may be slightly more evolved, we’re not far behind where customers are demanding equal representation and opportunity. Brands no longer can superficially support progressive social movement but need to be actively engaged and be true drivers of change.

How do you measure the success of a campaign now? Has the benchmark changed over the years?

Today, the success of a campaign, especially when it comes to the type of campaigns Dove has been leading, is very different from the benchmarks traditionally set in place. The impact is no longer purely number driven. The campaigns of the current era are heavily driven by the impact they have on people and the type of change we can drive through the efforts of the campaign. 

Are the days of big splash TV campaigns long gone? What works for new gen consumers?

Television is a relevant medium even now, in my opinion. There is still a large set audience in the deeper pockets of our nation who yet rely on television for entertainment as well as information. Thus, given that our target isn’t just the metro markets but pan India, TVC’s are a prime medium for us to bring our narrative alive. On the other hand, speaking about the new generation of consumers, social media has emerged as a stronger medium of communication than most others since it allows a two-way communication unlike TV. Thus, it is essential for us to keep the balance while strategising our media plan.

Exclusive: Unilever’s Harman Dhillon responds to feedback on viral Dove ad

Two years ago, YouTube introduced Shorts in India. Today, Shorts are generating 30 billion views per day, which is four times more than one year ago. Ajay Vidyasagar, Regional Director, APAC, YouTube Partnerships, says the language platter and the content genre is only growing in the market and Shorts is fueling the growth. He also talks about monetization on the platform and more. 

Edited excerpts.

Shorts completed two years in India. How has it been? And what has the growth story been like from where you started to where you are now? 

YouTube as a platform is over 14 years old in India. When we got started, our primary mission was to democratize video creation. Until that point, the world really saw storytelling as being the forte of a few. Our goal was to really, truly, truly democratize this in a manner that anyone who is interested in sharing a story should be able to share it. Our role in that was to use technology to take out all the friction in the operationalization of it and help good stories to be discovered, consumed and engaged with. That is really what we’ve been able to do in scale over these many years.

YouTube Shorts was announced two years ago; we flagged that off in India. The YouTube Partner Program (YPP) program was only available and enabled for long form and mid form content. So, we launched a YouTube Shorts fund, in which we worked closely with content creators to help them see a line of revenue for their work.

While we see a lot of entertaining content on the platform, what is the kind of interest you have seen brands? Are brands using Shorts like they are using other UGC platforms for integrations? Help us understand with some examples.

YouTube has enabled so many different formats to co-exist and speak to one another: long form videos, snappy Shorts, livestreams and deep dive podcasts. Advertisers can, therefore, choose to talk to their target audiences- in as many forms of stories, across as many devices, as many languages and as many times a day - effectively and at scale. 

YouTube Shorts are generating 30 billion views per day globally. India was the first country where we launched Shorts and we’re proud of how quickly YouTube Shorts have become popular in India. Brands are starting to see results too. For instance, Oreo, which started its very first Shorts Challenge in Tamil Nadu with 10 of our top creators in the market to launch Oreo Double Stuf during Pongal last year. With 8 million views on their content, the brand was able to build salience in the market, improving branded searches and household penetration in a key market for them. 

How important is India as a market for YouTube when it comes to Shorts? How does it compare to other markers?

We saw the great potential and engagement short form content has for today’s increasingly mobile viewer. That’s why two years ago, we introduced YouTube Shorts, first in India, to make it easier to watch and create short-form content on YouTube. It was where our journey began, and it’s encouraging to see the adoption and excitement the product brings to both creators and viewers. 

We truly believe that what moves India, has the potential to shape the world. Digital video has become a gateway to the world for millions of Indians. In particular, short form video, which is easy to consume and create, represents opportunity like no other - to be entertained and inspired, to learn and earn, to connect and grow. 

When we introduced Shorts, we knew that we were bringing an important new format for creators and that our creators are leveraging Shorts to help breathe new life into their existing channels or inform a new content and engagement strategy is testament to their creativity.

We’re constantly impressed that creators are getting really innovative with how they use the full breadth of video formats that YouTube offers to meet their personal and business goals: from growing views and subscribers, reaching out to new audiences and growing their earning potential. 

Shorts has helped capture the interest and imagination of mobile-first creators and viewers who from whom a smartphone is a window to a world of opportunity. In India, Shorts is lowering the barriers for under-represented voices to come to the fore and pursue their passions; many of whom may otherwise have not had a platform to do so. We’re seeing creators across languages, socio-economic backgrounds and even India’s hinterlands turn to Shorts to share their passions, grow their channels and build successful careers.

Shorts has introduced a new monetization format. Please help us understand how it will benefit the platform and the creators?

We recently unveiled the next chapter in rewarding creativity on the platform by expanding the platform’s monetization system, YPP, to allow more creators to join the program, introducing new ways for creators to earn revenue through Shorts, and re-imagining the music industry and creator dynamic by opening up ads monetization for those who feature music in their videos. 

Starting in early 2023, Shorts-focused creators can apply to YPP by meeting a threshold of 1000 subscribers and 10 million Shorts views over 90 days. These new partners will enjoy all the benefits YPP offers, including ads monetization across Shorts and long-form YouTube videos. This is another option to the existing criteria where long-form creators can still apply to YPP when they reach 1,000 subscribers and 4,000 watch hours. Creators can choose the one option that best fits their channel while YouTube maintains the same level of brand safety for advertisers. To support creators who are early in their YouTube journey, YouTube will also introduce a new level of YPP with lower requirements that will offer earlier access to Fan Funding features like Super Thanks, Super Chat, Super Stickers and Channel Memberships. 

To reward the new creative class, beginning in early 2023, we’ll be moving away from a fixed fund and doubling down on a unique revenue sharing model for Shorts for both current and future YPP creators. Because ads run between videos in the Shorts Feed, every month, revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing. From the overall amount allocated to creators, they will keep 45 percent of the revenue, distributed based on their share of total Shorts views. The revenue share remains the same, no matter if they use music or not. 

YouTube Shorts came to India at a very opportune time. It came right when UGC was becoming very popular and the market was expanding beyond metros. Throw some light on how you managed to gain footing in the Bharat market?

When you look at all of the digital platforms in the country, YouTube is fueled by voice, video and vernacular. So, because of that, the innate ability for the platform to go to every nook and corner of the country, and be understood, be loved, and be engaged, is very natural. It actually is the easiest form of communication that somebody can get on the digital connected platform.

We started off with a predominantly English language journey and then Hindi language content started to take off from India’s metro cities. If you remember, back in the day a lot of our creators were comedy centric and from urban centers.

Now in the last five to seven years, two very big things have happened with YouTube. The content creation has gone into the heartland of Hindi speaking markets. Hindi has become far more reflective of the evolving user base that has happened. Now it’s no longer a metro phenomenon.

We’re also seeing a host of other languages also doing very well on YouTube. Telugu and Tamil continue to be heavy-use cohorts for us. The richness of the language space has been unbelievable for us. From Punjabi, Haryanvi, Bhojpuri, Bengali, to Marathi, Gujarati, there is just an extraordinary breadth of languages. Shorts has helped these markets as well. We have seen extraordinary volume from these language markets.

Ours is a journey that is really about going wider and deeper and Shorts is helping us fuel that in even more in a significant manner.

Platforms that offer both long form and short format content often see the latter stealing all the limelight. Have you noticed any such pattern?

No creator says that I want to be a short-form creator or a long-form creator. They want to be storytellers and they want to express themselves and tell their stories in different forms. We might think about telling a story today that may need 10 or 20 minutes but tomorrow, we may have a story that may shine in 30 seconds.

Our role as a platform is to give a very versatile toolkit that can help a creator succeed in every format. That’s the core of what we do. When you think about video creation, our job is to give a toolkit that helps any video creator, do what they want to do, and express themselves with the least amount of friction. We do believe that both creators and users do not ever say that I’ll only consume a story, if it is, of this size or this form. They actually want a powerful story. The ability to have that sort of freedom with scale and the best technology is really what we do. That’s what we’re focused on. That’s what we’ll always be focused on.

What are your future plans for the offering? What are the top priorities when it comes to new plans for Shorts in India in FY-23?

Shorts is a natural evolution for us: YouTube Shorts is a new way to create and watch short, mobile videos. If you think about YouTube’s earliest days, we launched with a short 18-second video, ‘Me at the Zoo’. What changed since then is how easy it’s become to create and watch short-form videos. We wanted to make it even easier for people to create short videos on YouTube using their phones, so Shorts is a natural evolution for us. 

We’re building features that are unique to YouTube. We’re bringing all short-form video to YouTube, and all of YouTube to short-form video in a really significant way. There are billions of videos on YouTube - by unlocking those videos for features like remixing so people can sample from those in their own Shorts, we’re creating a real playground of creativity like never before. We have the ability to connect multiple ecosystems - YouTube as we know it today, YouTube Music, and now YouTube Shorts. You can imagine what this might look like in the future - it will allow people to connect more deeply with the content, creators, and artists they’re most interested in. This truly is just the beginning.

EXCLUSIVE: What moves India has the potential to shape the world, says YouTube's Ajay Vidyasagar

Leo Burnett and Jim Beam

Publicis Groupe-owned Leo Burnett has been appointed as the global agency-of-record (AOR) for Beam Suntory’s Jim Beam, an American brand of bourbon whiskey. The account, which was won following a multi-agency pitch, will see the agency develop a new global positioning and creative platform. This is the second time Leo Burnett has been appointed as the AOR for Jim Beam. 2016 marked the year when the agency was first selected as the AOR for the American brand. Recently, Beam Suntory announced that it would invest $400 million in renewable energy systems while boosting bourbon production. 

Hashtag Orange and Signify India

Digital marketing company Hashtag Orange has won the creative mandate for Signify Innovations India, erstwhile lighting division of Philips Eindhoven of Netherlands. Their responsibility would include ideation, development, and execution of the company’s creative campaigns for both online and offline channels. As per a media report published in June, Signify was looking to grow by 18-20 percent during 2022 in India. Last month, Hashtag Orange appointed Shraddha Iyer as the branch head of its Hyderabad office. Further, the agency bagged mandates across several key accounts. They include GMR Hyderabad International Airport, Monte Carlo, Rock-It, Hype Ryno, EDGE by Pearl Academy, HOUSR co-living and Tulips Hygiene.

Carat India and TimesPro

Marketing agency Carat India has won the integrated media mandate of TimesPro, an edtech initiative of Times Group. The responsibility of the agency would include managing TimesPro's omnichannel media services, and this will be handled by the agency’s Mumbai office. The account was won following a multi-agency pitch.

Bharat Media Group and Newell Brands

Newell Brands has appointed Bharat Media Group, a 360 degree marketing agency to handle its brands - Reynolds and Sharpie's strategic and creative duties. The mandate includes co-creating the growth roadmap for both businesses in the Indian market. Three weeks ago, Bharat Media Group was appointed as the Agency-Of-Record (AOR) for Super4, Indian fantasy sports platform. The role of the agency will include overseeing the integrated strategy and media mandate which includes creative, performance and experiential marketing, media planning and buying (across medium, traditional and digital), OOH, and cinema. Bharat Media Group has recently made key hirings including Unilever’s former head of Trading and Partnerships, Rohin Desai, who joined as national buying head in August. Desai will head the group’s entire media buying activities across India. He will be based out of the Mumbai office and will report to Anand Charles, CEO, Bharat Media Group. In May, Debarghya Mitra joined as national head of planning. Mitra was VP of client services and head of South at WPP-owned Essence.

Option Designs and CFS Vision

Creative and digital marketing agency Option Designs won the creative and digital mandate of CFS Vision, an optical retail chain of Center for Sight Group of Eye Hospitals, which is backed by Mahindra Partners. Their responsibility would include developing creative digital branding strategies for the company. By 2027, CFS Vision aims to create 500 retail locations. In the coming years, the brand will also begin manufacturing frames and lenses under the Make in India initiative.

Compiled by Kashmeera Sambamurthy

Biz Moves: Bharat Media Group gets cracking; Carat India, Hashtag Orange and Option Designs win accounts

Dating app Tinder, in a recent survey, reveals that most young adults in India have little or no confidence in navigating consent and find it hard to have conversations on the subject. Amongst those surveyed in Mumbai, more than 64% of young adults are hesitant to give consent, ask for it, and to withdraw consent when dating someone.

When asked about situations when their consent was violated, 65% of young Mumbaikars chose not to speak to their date/partner about it and turned to a friend and looked for resources online, illustrating the need for continuous dialogue on this subject. In fact, 83% of these young adults in Mumbai believe that consent should be discussed more openly with partners.

The findings are based on research conducted by YouGov which surveyed  1,018  young adults (18-30 years) across  Delhi, Mumbai, Bengaluru, Pune, Kolkata, Chennai and Hyderabad.

Young Indians want to learn and discuss consent with 1 in 2 recognizing themselves as the biggest channel for normalizing conversations around consent.

Around 8 in 10 young adults in Mumbai believe that consent should be discussed more openly with partners, 76% want it to be even taught formally in schools and colleges, and 72% have taken steps to personally understand the concept of consent.

More than 7 in 10 young adults in Mumbai seek more resources and safe spaces (both physical and online) on consent to be more educated and aware in their personal settings. Amongst a broad group of stakeholders potentially responsible for normalizing conversations on consent, young people identified parents (55%), themselves (44%), and schools and colleges (39%) as the top three influencers responsible for that conversation.

Across various aspects of consent education, most of the young Mumbaikars are most interested in learning about how to give consent (44%), understanding their own boundaries and limitations (41%),  followed by how to ask for consent (40%), emphasizing the need for consent education in the city.

The survey highlights that there are a myriad of factors that prevent young adults from communicating consent or the lack thereof to their dates or partners. The most frequent reasons include: afraid of hurting the date/partner’s feelings (41%), themselves are awkward having such conversations (36%), not knowing how to say no (33%) and anxious about not being liked (30%).

Young adults in Mumbai also have clear categorisation of widely understood metaphors for warning signs.They listed top three red flags include making fun about your interests/beliefs, asking for personal/intimate pictures, and not being empathetic towards others.

Yet putting them into practice proves harder than imagined: 3 in 5 young Mumbaikars say that they would hesitate to say no to a kiss and an almost equal number say they would hesitate to dismiss intimate advances even though it might make them uncomfortable.

Young adults in Mumbai believe that consent extends beyond intimacy and includes a larger concern for privacy and emotional boundaries.
 
The survey was a part of Tinder’s effort to create awareness around the importance of consent.  The platform is bringing back ‘Let’s Talk Consent’, its initiative to encourage conversations around consent and safe dating. This year, the campaign launches with “We Need To Talk”, a short film that explores the nuances of consent in interpersonal relationships amongst young Indian adults.

This will be followed by a Consent and Safe Dating curriculum, developed by experts and available online and in person in select universities, to give young adults access to appropriate information and a safe space to have a healthy discourse on the subject.
 
''Our Let’s Talk Consent initiative aims to give young adults the tools and resources to understand how consent equates freedom in making choices, mutual agreement and normalizes open discussions on tough topics. Coupled with safety products in the app and initiatives such as these, we are committed to working towards creating a healthy dating ecosystem in the country,” says Taru Kapoor, GM, Tinder & match group, India.

Young adults don’t know how to give, ask or withdraw consent while dating, Tinder study

Sleeping disorders are so common and yet there is not enough awareness about them in India. Obstructive sleep apnea (OSA), for instance, is a disorder caused by the repetitive collapse of the upper airway during sleep which leads to difficulty in breathing while sleeping. While it's one of the most common sleeping disorders, not many people know about it.

To tap this massive gap in the market, medical equipment company ResMed India has launched a campaign featuring singer and rapper Baba Sehgal.

Created by advertising agency Bang in the Middle, ResMed’s #AwakenYourBest campaign is aimed at creating awareness on sleeping disorders like sleep apnea and emphasis on sleeping well.

In the video, Sehgal, in his quintessential rap style, is seen crooning a rap or sleep anthem that talks about taking a simple at-home test to diagnose sleep related disorders. The purpose of the campaign is to create awareness about the importance of good sleep in a full-filled manner.

“There’s a great gap when it comes to talking about sleep disorders and we wish to start the conversation and create awareness,” says Seema Arora, business head - consumer and digital, South Asia, ResMed.

Acute sleep deficit

ResMed conducted a study, speaking to over 5000 people digitally to understand the impact on sleep post-pandemic. The findings show that Indians take a long amount of time (close to 90 minutes) to fall asleep which is far higher than Japan (25 minutes), China (42 minutes) and Korea (30 minutes). The longer duration is equated with extended screen time on devices.

“Data also confirmed a severe pandemic impact on sleeping habits in India. The survey also stated that 62 percent Indians agreed that stress has impacted their sleep during the pandemic as well as post pandemic. Erratic work schedules, excessive digital exposure and unhealthy lifestyle is contributing to poor sleep quality,” shares Arora.

Although ResMed is targeting consumers aged 30-69 years residing in the top 20-25 cities, it is also looking to connect with young Indians (under 25 years) who could be potential influencers in their household.

“We do wish to speak to audiences above the age of 25 years to have the information and encourage their loved ones to take the test and check about the quality of their sleep,” says Arora.

Social media and digital platforms are the likely places where ResMed is hoping to engage with potential customers.

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Market potential

India is a huge market for ResMed. Arora quotes a Lancet Respiratory Medicine 2019 study, which states that an estimated 5.4 percent of all Indians ages 30-69 years (28.8 million) have moderate to severe sleep apnea. The level of sleep awareness continues to remain low in a country like India, with only a handful of sleep labs for a population of over 1.3 billion.

The study states that people are often unaware about sleep issues and even if diagnosed with sleep disorders, they tend to hide them. Hence, there is a need to create awareness about the importance of sleep and sleep related disorders.

“The potential in the India market is huge. 28.8 million people could be dealing with sleep apnea. Diet and workout can have a positive impact but it is not the gold treatment for a sleeping disorder. It requires a proper sleep check-up followed by a CPAP (Continuous positive airway pressure) machine to treat sleep apnea. As we start creating awareness we foresee a demand for these products,” says Arora.  

Currently, there are barely 30,000 to 35,000 odd CPAP devices which are being sold in a year. Compared to the population the penetration of these devices is still less. ResMed is looking to change that.

Agency speak 

Naresh Gupta, co-founder and CSO, Bang In The Middle says that Obstructive Sleep Apnea is a life-threatening condition and it's easy for the brands to be in the zone that is a bit scary.

“All our consumer chats pointed towards the fact that instilling fear doesn't work as well as creating a happier curative story. Baba Sehgal has a unique style of telling the story, we merged it with an interesting way of taking the consumer on a journey with us," says Gupta.  

"The way the music flows and the way the scenes change in the commercial brought the audience into the brand fold,'' he says, adding, "The simple call to action of asking for a Home Sleep Test was made possible with the magic that was weaved through earworm quality of the music." 

ResMed has kicked off its campaign with a song and dance and the hope that its rap track can help Indians sleep well.

ResMed hopes its rap track can help Indians sleep well

During the hearing of Patanjali Ayurved’s misleading ads case on May 14, the Supreme Court exempted Baba Ramdev and Acharya Balakrishna from making a personal appearance in the court. 

Ramdev and Balakrishna asked the SC for time to file affidavit regarding steps taken to recall advertisement for medicines for which the company’s license was revoked. The SC granted them a period of three weeks. 

Additionally, the Court reserved judgement in the contempt cases. It asked Ramdev to use his clout positively. 

Read More: <a href="https://www.storyboard18.com/how-it-works/patanjali-misleading-ad-fiasco-are-celebrity-endorsements-about-to-get-real-31101.htm">Patanjali misleading ad fiasco: Are celebrity endorsements about to get real?</a>


On April 30, the Supreme Court asked Patanjali Ayurved to file the original page of the newspaper that contains the unqualified public apology for violating the orders of the court. The Registry has been informed to take it into record, once filed. 

A bench of justices Hima Kohli and Ahsanuddin Amanullah questioned Patanjali’s lawyers for not filing the original copies of the apology before the court. The SC had previously asked them to file the original papers of the apology which the court said was not done. 

Read More: <a href="https://www.storyboard18.com/how-it-works/sc-asks-patanjali-ayurved-to-file-original-page-of-all-newspapers-where-apology-was-issued-30339.htm">SC asks Patanjali Ayurved to file original page of all newspapers where apology was issued</a>


Patanjali Ayurved informed the court that due to the sheer volume of apologies issued across 322 newspapers, filing the original pages would have been cumbersome.

The SC also said that there has been an improvement in the attitude of Patanjali’s management. “There has been a marked improvement. There was only Patanjali earlier, now there are names. We appreciate that. They have understood,” said the SC.

Patanjali misleading ads case: SC reserves order in contempt plea

OpenAI announced a new flagship Gen AI model on Monday called GPT-4o. The “o” here stands for “omni” which highlights the new models ability to multiple formats like text, speech and audio. 

GPT-4o will roll out “iteratively” across the company’s developer and consumer facing products in the next few weeks. 

Mira Maruti, OpenAI’s CTO said that GPT-4o has GPT-4 level intelligence but goes one step further by providing GPT-4’s capabilities across multiple modalities and media.

GPT-4 Turbo, OpenAI’s last “leading “most advanced” model could analyse images as well as text. But GPT-4o adds speech into the mix. 

GPT-4o improves on the capabilities of ChatGPT. The new model now allows users to interact with ChatGPT more like an assistant. Users will be able to ask ChatGPT a question and interrupt it while it is answering. The new model delivers real-time responsiveness. OpenAI has also said that GPT-4o can pick up on nuances in a user’s voice, in response generating voices in a variety of different emotive styles including singing. 

GPT-4o offers enhanced performance in around 50 languages as well. 

Currently, voice isn’t a part of the GPT-4o API for all customers. OpenAI first plans to launch support for GPT-4o’s new audio capabilities to “a small group of trusted partners” in the next few weeks. 


OpenAI announces new flagship Gen-AI model GPT-4o

On Monday, May 13, a towering 120x120 hoarding near a petrol pump in Mumbai's Chheda Nagar, Ghatkopar collapsed. The incident occurred due to a fierce dust storm and heavy rainfall. The collapse resulted in 8 deaths and left 20-30 people trapped underneath.

Chief Minister Eknath Shinde visited the site of the hoarding on the Eastern Expressway and overlooked the relief operations. 

He addressed the media expressing sorrow and assured that a thorough investigation will be conducted into the incident. 

Shinde has promised Rs. 5 lakh to the families of each deceased victim and also free treatment to all the injured provided by the government. 

The CM has instructed the Mumbai Municipal Corporation to audit and remove all unauthorised and dangerous hoardings as soon as possible. 

"Rescuing the people is our priority. Government will take care of the treatment of those who are injured in the incident. Rs 5 lakh will be given to the family of those who have lost their lives. I have directed the concerned authorities to audit for all such hoardings in Mumbai," Shinde told the media.

Deputy CM Devendra Fadnavis also said, "There will be an investigation regarding what kind of permission they have for this hoarding, whether they had this permission or not... The CM has directed that a proper audit of all the hoardings in Mumbai be done by BMC to mitigate such incidents in future. Whovever has done this kind of ignorance, strict action will be taken against them.”

On Monday, a BMC official informed CNBC-TV18 that the hoarding was illegal and said that its placement on railway land was done without proper authorisation.

The BMC also said that it will file an FIR against the Central Railways as well as the advertising agencies responsible for the illegal hoarding, under the provisions of Disaster Management Act, CNBC-TV18 reported. 

The ad agencies identified include Pacific Digital and Minimax Ads. The hoarding was erected by Ego Media, the parent company.

The Central Railways has refuted the allegations, claiming that the hoarding was not on its land. 

The notice says that a complaint was filed earlier on April 29 regarding the same hoarding that is erected near Ghatkopar’s Ramabai Nagar Petrol Pump. The notice stated that the ad agency will be fined ₹6.13 crore which needs to be paid by May 23 along with taking down the remaining illegal hoardings in the area. 


Eknath Shinde directs BMC to audit and remove dangerous hoardings in Mumbai

In a strategic pivot to onboard new subscriber base, India’s third-largest direct-to-home provider Dish TV is focussing on repositioning their brand from a TV centric company to a complete entertainment provider. The overall target is to not lose customers to OTT platforms. 



The company is looking at scaling their subscriber base up to 2X in the next two to three years with bundled offers to accommodate family viewing. Currently at a 21 percent customer market share, the company also wants to push the number to at least 25 cent as a part of their medium term plan. 



How do they plan to do it?

“We have always prioritised family viewing, keeping the Indian families at the heart of everything we do. However, with increased smartphone usage use and individual preferences seeing a complete shift especially post Covid, the traditional family viewing has had a new inclusion which is OTT. While TV viewing has not gone down, but the hours have. We conducted research and found that consumers still value the convenience and timing advantages of TV, alongside the flexibility of various devices and content options,” said said Dish TV CEO, Manoj Dobhal.


In response to this paradigm shift in viewing patters, Dish TV has adopted a new approach.

 
“We're not trying to change viewing habits, but rather enhance them by offering a comprehensive solution,” said Dobhal. 


In April this year, the company launched Dish TV Smart+ that offers customers built-in OTT services along with linear TV subscriptions. 


According to Dobhal, the offering has generated strong interest from both new and existing customers, with an estimated 50 percent of the DTH base potentially adopting this combination of DTH and OTT.
Talking of customer base, the push to expand it is not just happening through differentiated product offering but also a re-energised marketing communication. 


“We're revamping our go-to-market strategy, focusing on alternative channels like digital marketing for acquiring high-quality customers.


Additionally, we are also partnering with global and Indian tech giants to deliver a series of device-related initiatives over the next four to five quarters. We hope to empower customers with smarter choices in devices, plans, and technology,” Dobhal said. 


“We'll be strategically increasing Capex for marketing and communication to ensure our customers understand the value proposition we offer,” he added.



The company is  activating 360-degree communication plan spanning media platforms. The plan combines PR, ATL and digital outreach. For example, a little over 150 branded vans reaching over 300 rural districts are on the move to grab customer attention. 


The brand will also be actively working with their ambassador Rishabh Pant and local influencers.

According to Dobhal the next wave of subscribers would be from Tier II and Tier III cities. 


This is where the Zing Super FTA Box  comes in. 


This is a standard definition (SD) DTH connection specially made for Free Dish users who occasionally want to watch some paid channels. DTH set-top boxes  powered by Zing Digital comes with more than 230 paid and free channels and has a 2-year validity. 


“We offer 230 free channels alongside the DD Free Dish’s 90 odd channels withs pecial focus on regional language content. Some regions have more than 10 channel offerings on Zing,” Dobhal said.  Zing Super that started two and half years back has touched 1 million subscriber base and the company wants to scale it upto 2X in the next2-3 years. 









Microsoft Corp. and LinkedIn released the 2024 Work Trend Index, a joint report on the state of AI at work titled, “AI at work is here. Now comes the hard part.” The research — based on a survey of 31,000 people across 31 countries, labor and hiring trends on LinkedIn, trillions of Microsoft 365 productivity signals, and research with Fortune 500 customers — shows how, just one year in, AI is influencing the way people work, lead and hire around the world. 

Microsoft also announced new capabilities in Copilot for Microsoft 365, and LinkedIn made free more than 50 learning courses for LinkedIn Premium subscribers designed to empower professionals at all levels to advance their AI aptitude, the companies said in a statement. 

The data is in: 2024 is the year AI at work gets real. Use of generative AI at work has nearly doubled in the past six months. LinkedIn is seeing a significant increase in professionals adding AI skills to their profiles, and most leaders say they wouldn’t hire someone without AI skills. But with many leaders worried their company lacks an AI vision, and employees bringing their own AI tools to work, leaders have reached the hard part of any tech disruption: moving from experimentation to tangible business impact.

“AI is democratizing expertise across the workforce,” said Satya Nadella, chairman and CEO, Microsoft. “Our latest research highlights the opportunity for every organization to apply this technology to drive better decision-making, collaboration — and ultimately business outcomes.”

The report highlights three insights every leader and professional needs to know about AI’s impact on work and the labor market in the year ahead:

Employees want AI at work — and won’t wait for companies to catch up: Seventy-five percent of knowledge workers now use AI at work. Employees, many of them struggling to keep up with the pace and volume of work, say AI saves time, boosts creativity, and allows them to focus on their most important work. But although 79% of leaders agree AI adoption is critical to remain competitive, 59% worry about quantifying the productivity gains of AI and 60% say their company lacks a vision and plan to implement it. So, employees are taking things into their own hands. 78% of AI users are bringing their own tools to work — Bring Your Own AI (BYOAI) — missing out on the benefits that come from strategic AI use at scale and putting company data at risk. The opportunity for every leader is to channel this momentum into business impact at scale.

For employees, AI raises the bar and breaks the career ceiling: Although AI and job loss are top of mind for many, the data offers a more nuanced view — one with a hidden talent shortage, employees eyeing a career change, and massive opportunity for those willing to skill up on AI. A majority of leaders (55%) are concerned about having enough talent to fill roles this year with leaders in cybersecurity, engineering and creative design feeling the pinch most. And professionals are looking. Forty-six percent across the globe are considering quitting in the year ahead — an all-time high since the Great Reshuffle of 2021. A separate LinkedIn study found U.S. numbers to be even higher with 85% eyeing career moves. Although two-thirds of leaders (66%) wouldn’t hire someone without AI skills, only 39% of users have received AI training from their company and only 25% of companies expect to offer it this year. So, professionals are skilling up on their own. As of late last year, we’ve seen a 142x increase in LinkedIn members adding AI skills like Copilot and ChatGPT to their profiles and a 160% increase in nontechnical professionals using LinkedIn Learning courses to build their AI aptitude. In a world where AI mentions in LinkedIn job posts drive a 17% bump in application growth, it’s a two-way street: Organizations that empower employees with AI tools and training will attract the best talent, and professionals who skill up will have the edge.

The rise of the AI power user — and what they reveal about the future: Four types of AI users emerged in the research — from skeptics who rarely use AI to power users who use it extensively. Compared to skeptics, AI power users have reoriented their workdays in fundamental ways, reimagining business processes and saving over 30 minutes per day. Over 90% of power users say AI makes their overwhelming workload more manageable and their work more enjoyable, but they aren’t doing it on their own. These users are 61% more likely to have heard from their CEO on the importance of using generative AI at work, 53% more likely to receive encouragement from leadership to consider how AI can transform their function, and 35% more likely to receive tailored AI training for their specific role or function.

“AI is redefining work, and it’s clear we need new playbooks,” said Ryan Roslansky, CEO of LinkedIn. “It’s the leaders who build for agility instead of stability and invest in skill building internally that will give their organizations a competitive advantage and create more efficient, engaged and equitable teams.”

Microsoft is also announcing Copilot for Microsoft 365 innovations to help people get started with AI.

A new auto-complete feature is coming to the prompt box. Copilot will now help people who have the start of a prompt by offering to complete it, suggesting a more detailed prompt based on what is being typed, to deliver a stronger result. The company said, when people know what they want, but don’t have the right words, the new rewrite feature in Copilot will turn a basic prompt into a rich one with the click of a button.

Catch Up is a new chat interface that surfaces personal insights based on recent activity and provides responsive recommendations. For example, Copilot will flag an upcoming meeting and provide relevant information to help participants prepare. And new capabilities in Copilot Lab will enable people to create, publish and manage prompts tailored to them, and to their specific team, role and function.

These features will be available in the coming months. LinkedIn is also providing AI tools to enable users to stay ahead in their careers. These include upskilling courses, career advancement insights and AI-powered personalized takeaways in feeds and new AI-powered tools to make job searches easier and relevant.

Microsoft chairman Satya Nadella: AI is democratizing expertise across the workforce

Google chief Sundar Pichai shared his first-ever post on LinkedIn, a platform owned by Microsoft. Pichai shared, "For my first-ever LinkedIn post, I thought I’d share a sneak peek of the Shoreline Amphitheatre stage, as we put some finishing touches on our keynote for Google I/O tomorrow. Can’t wait to see those seats filled with developers from around the world who are building the next generation of AI experiences." 

He added, "Excited to join Demis Hassabis Elizabeth Reid Sissie H. James Manyika and others on stage. We'll share how our Gemini models are bringing breakthrough AI capabilities to people through our products, as well as innovation across safety, research, infrastructure…we’re going to talk about it all. Tune in if you can — 10 a.m. PT tomorrow!" 

<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:7195964475009626112" height="556" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>

LinkedIn connects the world’s professionals, has more than 1 billion members and has offices around the globe. 

Earlier this month, Microsoft Corp. and LinkedIn released the 2024 Work Trend Index, a joint report on the state of AI at work titled, “AI at work is here. Now comes the hard part.” The research — based on a survey of 31,000 people across 31 countries, labor and hiring trends on LinkedIn, trillions of Microsoft 365 productivity signals, and research with Fortune 500 customers — shows how, just one year in, AI is influencing the way people work, lead and hire around the world. 

Microsoft also announced new capabilities in Copilot for Microsoft 365, and LinkedIn made free more than 50 learning courses for LinkedIn Premium subscribers designed to empower professionals at all levels to advance their AI aptitude.

“AI is democratizing expertise across the workforce,” said Satya Nadella, chairman and CEO, Microsoft. “Our latest research highlights the opportunity for every organization to apply this technology to drive better decision-making, collaboration — and ultimately business outcomes.”

The UK's newspaper groups have warned Apple Inc that any move to impose a so-called "web eraser" tool to block advertisements would put the financial sustainability of journalism at risk, the Financial Times reported.

FT reported that Apple is preparing to include an AI-based privacy feature in the Safari browser in the next iOS 18 software update that will remove ads or other unwanted website content. 

The media industry body News Media Association (NMA), which counts The Times, The Guardian and The Daily Telegraph as members, flagged the tool as it raised concerns about how the planned tool would affect digital revenues in the industry, the FT said. The newspaper cited a letter sent to Apple's UK government affairs head. The letter seen by FT, added that professional journalism required funding and "advertising is a key revenue stream for many publishers", the report stated. 

The NMA's letter reportedly said that "ad-blocking is a blunt instrument, which frustrates the ability of content creators to sustainably fund their work." It added that this "could lead to consumers missing important information which would otherwise have been very useful to them”.

The NMA also raised and emphasized its concerns over editorial accountability if artificial intelligence tools were used to selectively remove or change the content of articles. The FT report, pointing to NMA's argument, stated that online platforms such as web browsers and social networks are important routes for the public to access journalism, but also for publishers to “monetise their content in the digital marketplace”. 

NMA has called for a meeting between publishers and Apple to discuss the potential implications of the web eraser, according to the FT report.

Sony Group Corporation and Sony Interactive Entertainment (SIE), the company behind PlayStation, announced the new leadership structure of SIE, following the departure of CEO Jim Ryan. Effective June 1, 2024, Hideaki Nishino will be appointed CEO of SIE’s Platform Business Group, and Hermen Hulst will be appointed CEO of SIE’s Studio Business Group. Hiroki Totoki, who has been serving as interim CEO of SIE, will serve as Chairman of SIE in addition to his role as President, COO and CFO of Sony Group Corporation. Nishino and Hulst will report to Totoki and intend to collaborate closely to strengthen each core business while maximizing synergies at SIE.

“Sony Interactive Entertainment is a dynamic and growing business that delivers incredible entertainment experiences through the connection of content and technology. These two leaders will have clear responsibilities and will manage strategic direction to ensure the focus remains on deepening engagement with existing PlayStation users and expanding experiences to new audiences,” said Hiroki Totoki, Interim CEO, Sony Interactive Entertainment, President, COO and CFO, Sony Group Corporation.

Nishino is currently SVP, Platform Experience Group, and leads the team responsible for developing the experiences and technology within PlayStation products and services. The Platform Experience Group pushes the boundaries of play in many ways, including the innovations in PlayStation 5, the immersiveness of PlayStation VR2, and connecting millions of people on PlayStation Network. In his new capacity as CEO of the Platform Business Group, Nishino will continue to be responsible for technology, products, services, and platform experience. He will also oversee third party publisher and developer relations and commercial operations, including sales and marketing of hardware, services, and peripherals.

“We will continue to connect players and creators through world-class products, services, and technology. We always strive to grow our community even bigger with innovation in every area at Sony Interactive Entertainment,” said Hideaki Nishino, SVP, Platform Experience Group. “I am honored to be appointed such an important role alongside Hermen. By working more closely together, we will be positioned to build incredible experiences for an ever-expanding audience now and in the future.”

Hulst is currently serving as SVP and Head of PlayStation Studios, and responsible for developing content across many devices including PlayStation consoles and PCs and bringing video game IP to new mediums such as film and television through PlayStation Productions. The PlayStation Productions team is working on several game adaptations and developed the Emmy award winning television series, “The Last of Us,” an adaptation from an award winning game. In his new role as CEO of the Studio Business Group, Hulst will be responsible for the development, publishing, and business operations of SIE’s first party-content.

“I am thrilled to lead the studio business group and continue to build on our success with PlayStation 5, while preparing for the future,” said Hermen Hulst, SVP, Head of PlayStation Studios. “The video game industry is one of the largest entertainment industries in the world and has been built on the marriage of content and technology, and I look forward to continuing to push the boundaries of play and entertainment.”


Read More: <a href="https://www.storyboard18.com/gaming-news/booming-gaming-industry-building-a-career-in-gaming-29869.htm">Booming gaming industry: Building a career in gaming</a>

Sony restructures leadership of games business; PlayStation gets Hideaki Nishino and Hermen Hulst as new CEOs

A towering 120x120 hoarding near a petrol pump in Mumbai's Chheda Nagar, Ghatkopar collapsed on Monday, May 13. The incident occurred due to a fierce dust storm and heavy rainfall, trapping at least 100 individuals under the debris. 

CNBC-TV18 reported that 54 people have sustained injuries in the calamity, prompting swift responses from emergency services as MFB declared it a level 3 incident.

A BMC official informed CNBC-TV18 highlighted that the hoarding was illegal and said that its placement on railway land was done without proper authorisation.

The BMC also said that it will file an FIR against the Central Railways as well as the advertising agencies responsible for the illegal hoarding, under the provisions of Disaster Management Act, CNBC-TV18 reported. 

The ad agencies identified include Pacific Digital and Minimax Ads. The hoarding was erected by Ego Media, the parent company.

"The hoarding near Chedda Nagar petrol pump was NOT authorised or legal in nature. Will file an FIR against central railway and the ad agency responsible for the hoarding. Will also file FIR in case of three more hoardings by Central Railways in their premises along with the ad agency," the BMC asserted to CNBC-TV18.

The Central Railways has refuted the allegations, claiming that the hoarding was not on its land. 

The notice says that a complaint was filed earlier on April 29 regarding the same hoarding that is erected near Ghatkopar’s Ramabai Nagar Petrol Pump. The notice stated that the ad agency will be fined ₹6.13 crore which needs to be paid by May 23 along with taking down the remaining illegal hoardings in the area. 



Dentsu India has entered a strategic partnership with Ripplr, a digital-first distribution and logistics company.

Under the joint leadership of Narayan Devanathan, President and Chief Strategy Officer, South Asia at dentsu, and Abhishek Nehru & Santosh Dabke, Co-Founders of Ripplr, this collaboration will leverage the distinct expertise of each party to deliver client-led solutions that effectively bridge the gap between demand and supply chains.

The alliance will cater to clients seeking a comprehensive range of distribution and customer-facing solutions. Dentsu's expertise lies in providing strategy, growth solutions, and execution for consumer-facing business operations while Ripplr will concentrate on delivering strategy and execution, encompassing technology and fulfilment, for full-funnel distribution and logistics.

Initially, the alliance will provide customizable end-to-end solutions across the value chain for clients in FMCG, retail, D2C, and other distribution-intensive sectors across India. As time progresses, the partnership will extend its reach into additional markets and sectors, showcasing its dedication to addressing evolving industry demands.

Narayan Devanathan said, “Ripplr stands out as the unparalleled digital-first leader in distribution and logistics solutions, facilitating the most efficient movement of products from factory to retail. Moreover, when it comes to motivating consumers to engage with products across various channels—be it offline, online, or omnichannel—nobody does it better than dentsu. With our comprehensive suite of solutions at the intersection of marketing, technology, and consulting, this alliance will enable businesses to pinpoint the sweet spot between demand and supply, creatively and effectively bridging gaps across the entire value chain.”

Abhishek Nehru added, “Ripplr is one of the largest FMCG authorised distribution companies, and our platform services more than one lakh retailers across 10+ cities. We have built a robust tech-enabled playbook for all FMCG brands, along with smart data analytics, helping brands to scale up in the ever-changing omnichannel market. With dentsu as a partner, which is a powerhouse of research, analysis, and strategy, and Ripplr's execution and reach capability, the combined synergy will enable us to launch and scale brands faster and more efficiently across multiple geographies."

Harsha Razdan, CEO South Asia, dentsu remarked, “In today's dynamic business landscape, where time is of the essence, we understand the urgency of responding swiftly to client needs. We firmly believe that complementary solutions are paramount to not only meeting these demands but also overcoming challenges and fostering sustainable growth. Our partnership with Ripplr marks a significant milestone in our journey. By joining forces, we are empowered to offer a comprehensive spectrum of distribution and customer-facing solutions that cater to the evolving needs of our clients. This collaboration enables us to provide unparalleled value and innovation, ensuring that our clients remain ahead of the curve in an ever-changing market landscape.”


MIB urges private satellite TV Channels to fulfill public service broadcasting duties

The advisory, originally issued on 30.01.2023, aimed to guide broadcasters on content, accounting, reporting, and identification of PSB Obligations.

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