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The Ministry of Electronics and Information Technology (MeitY) recently released draft regulations to implement the digital privacy law, bringing about a change in how companies and government agencies handle personal data. Children's data privacy is a rather important aspect of this, and has been emphasised several times in the Didigtal Personal Protection Data (DPDP) Act .

A report by Moneycontrol quoted a government official saying that among steps to escalate security for the youngsters, emerging digital identity frameworks such as the Apaar ID — a unified national digital ID for students — and state-level family IDs can be used to verify parents or guardians for processing children's data under the draft Digital Personal Data Protection Rules.

The Automated Permanent Academic Account Registry (APAAR) ID is a student identification system that is part of the "One Nation, One Student ID" programme.

While a centralised family ID system does not yet exist at the national level, several states, including Haryana, Andhra Pradesh, Tamil Nadu and Rajasthan have already implemented state level local identification systems for families. These frameworks can be integrated into the verification process for parental consent under the DPDP Rules.

Adopting verifiable parental consent mechanisms to safeguard children's personal data is an important aspect of the draft of the DPDP Act. Data fiduciaries store, collect and process personal data, and are now responsible for ensuring its protection under the DPDP Act. The draft says that the data fiduciaries must implement technical and organisational measures to verify the identity of parents or guardians. This also includes checks using government-issued IDs or digital tokens linked to trusted services such as digital locker providers. 

There are still questions about how state-level systems will share data and protect privacy. The DPDP Rules aim to tackle these issues by requiring strong security measures and appointing consent managers to oversee data handling and ensure compliance with audit standards.

Union Minister Ashwini Vaishnaw assured on January 7, that privacy will remain central to the rules of the Act. He said that virtual tokens used for verifying children's data will be temporary and deleted after a single use. The DPDP rules draft was released for consultation on January 3, and is open for people to send their feedback and suggestions till February 18.

Guardian Verification for Children’s Data Under DPDP May Involve Apaar IDs

Voltas, India’s has launched its summer campaign titled 'Shor Kam, Kaam Zyada' to promote the company's new Voltas SmartAir AC series. The campaign was created keeping the consumer insights, which clearly voted for connectivity, comfort and convenience as the main drivers for their AC purchase.

Voltas has reintroduced the protagonist Murthy in a new campaign. Murthy, who has won many hearts with his calm persona and his witty dialogues, has returned to promote Voltas' latest line of SmartAir ACs.

The new campaign features Murthy keeping his cool when faced with his chatty brother-in-law, emphasizing the striking contrast between him and the noiseless efficiency of Voltas ACs. The tagline "Shor Kam, Kaam Zyaada" brilliantly catches the core of the campaign and delivers the message without creating a fuss. The campaign, which revolves around two quirky advertisements, is a delight to watch, with Murthy's timeless charm taking centre stage alongside Voltas' SmartAir ACs.

Commenting on the new campaign, Deba Ghoshal, Vice President & Head of Marketing, Voltas Limited, said, “Yes he is back! Quietly and effortlessly like our new product offering. And this time, more witty, more sharper and more contemporary. Check out our teasers to get an idea of what is planned ahead for this summer. Voltas ACs have always been a popular and a leading choice among consumers, and over the past decade, Murthy has become synonymous with the brand. However, this time it’s all about being smart, yet silent – Shor Kam, Kaam Zyada!   

Ritu Sharda, CCO, Ogilvy India (North) says, “Bringing back Murthy felt natural - given the fact that Voltas and Murthy have always clicked and Murthy’s witty aura left a lasting impression last time around. With Summers approaching at warp speed and Murthy’s chatterbox brother-in-law ready to turn up the heat, the campaign seemed like a perfect way to break the ice.”

The campaign, besides being on television and digital, will find its way across various print, radio and OOH opportunities this summer.





TATA Voltas summer campaign 'Shor Kam, Kaam Zyada' sees return of iconic Murthy character

The government is gearing up to release the draft rules for the Digital Personal Data Protection Law, with the official notification scheduled for January. 

According to reports, this information was shared during a stakeholder meeting convened by the Ministry of Electronics and Information Technology (MeitY) and chaired by Minister of State for Electronics and Information Technology, Rajeev Chandrasekhar.

After releasing the draft rules for consultation, the government intends to allocate a week for industry stakeholders to provide feedback.

Representatives from various IT companies, along with major social media platforms such as Meta, Google, and Snap, were present at the December 20 meeting. Reports also suggest, several US-based companies requested an extension for the consultation period, citing the ongoing holiday season in other countries.

Key focus areas for meeting were topics such as the rights of data principals, children's data, consent mechanisms, notice procedures, and other provisions outlined in the DPDP Law, which was passed by Parliament in August.

Mechanism for reporting data breaches were also discussed at the meeting. 

Government prepares to release Digital Personal Data Protection Law Draft Rules; January notification expected

Just a few weeks back, one of the leading social media platforms agreed to pay $150 million over the misuse of consumer-consented data. Since the GDPR took effect in May 2018, we’ve seen over 900 fines issued across the European Economic Area (EEA). If we carefully analyze the nature of the fines and how it could have been avoided, it broadly falls across two areas:

Get Data: Ensure that when you can accept consent in one click, you should enable refusal in one click as well; not once but session-based, with real-time control.

Use Data: Commit to protect it well, clarify the purpose of usage and be transparent about it; above all, never process sensitive information on health, religious belief, etc.

While data owners and processors are making significant investments towards technologies that help them get data, very little is being done by them today that mitigates risks while using it. Not just social media platforms, many brands have failed to uphold their consumers’ privacy while using them.

Getting data is just the start. A good start, that is. It is the usage that needs to be safe, secure, and transparent. It is important to note that most of the fines awarded by GDPR and FTC in the recent past are towards misusing the data and not while getting the data.

Platforms need consumer data for one and only purpose. Gain better insights so that they can nurture and grow their user base. And while doing so, grow the economic value of the relationship through offering personalized experiences.

How can we personalize content to our consumers without using their data? All things being equal, it is the personalization of the user experience that differentiates one platform from the other. How can we incentivize them to come to our platform again and again? Will they pay for our content? Should we look for sponsors (read advertisers) to manage this value exchange till we reach a critical mass? What can we offer our sponsors in return for their support? And so began the invisible contract between brands, platforms, and consumers in exchanging value with each other.

- Give me quality content for discounted prices or for free in return for using my data

- Give me quality reach for my brands in return for sponsoring this value exchange

- Give me quality yield per consumer in return to produce good content

This three-way relationship between brands, platforms and consumers is the most critical part to understand in digital marketing today. Personalization that upholds privacy compliance needs to recognize this three-way relationship, and constantly update the purpose of using the consumer data and be transparent about it.

This means, not just the platform, the brand that is exchanging value with the platform needs to jointly work together in managing consent and permissions. Systems of engagement need to re-architect their technologies to be able to do this. While data encryption is already becoming table stakes, advertising technologies will quickly need to ensure that the efforts towards personalization do not explicitly trace it back to the consumer during the engagement.

There are very many approaches towards the same, but the jury is still out on which one succeeds.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our theme for this month is Stacks &amp; Strategies, a martech and adtech spotlight on how decision makers and marketers are advancing the adoption of new technologies and tech-driven strategies in the brand marketing ecosystem. From the defining trends and preparing for a cookiepocalypse to how progressive martech strategies help fast track business and brand growth. Catch this special on Storyboard18.

ADVERTISING AND DATA PROTECTION