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Two Microsoft employees have been dismissed after staging protests during the tech giant’s 50th anniversary celebrations at its Redmond, Washington campus. The employees — software engineers Ibtihal Aboussad and Vaniya Agrawal — interrupted high-profile sessions to criticise the company’s business links with the Israeli government amid the ongoing conflict in Gaza.

Aboussad disrupted a keynote address by Mustafa Suleyman, Microsoft's head of consumer AI, accusing the company of "selling AI weapons to the Israeli military" and claiming that "50,000 people have died." She was escorted out of the event venue and later informed via email that she had been terminated for “acts of misconduct,” according to a copy of the notice reviewed by Bloomberg. Microsoft called her actions “hostile, unprovoked and highly inappropriate.”

Agrawal interrupted a separate Q&A session featuring CEO Satya Nadella, along with former chiefs Bill Gates and Steve Ballmer. Though she had planned to resign on 11 April, the company made her departure effective immediately following the protest.

Both are members of No Azure for Apartheid, an internal group calling for Microsoft to end its cloud services contract with the Israeli government. They claimed they lost access to corporate accounts shortly after their protest on Friday.

The protests add to the growing wave of employee-led activism in the tech industry regarding corporate involvement in defence and international conflicts. Microsoft has yet to comment publicly on the dismissals.


<a href="https://www.storyboard18.com/digital/microsofts-satya-nadella-our-ai-business-has-surpassed-an-annual-revenue-run-rate-of-13-billion-up-175-yoy-54990.htm">Read More: Microsoft's Satya Nadella: Our AI business has surpassed an annual revenue run rate of $13 billion, up 175% yoy</a>

Microsoft sacks two employees for protesting at 50th anniversary event

Dettol’s parent company, Reckitt Benckiser India, has taken legal action against a dermatologist and two influencers, accusing them of making misleading and damaging remarks about its flagship antiseptic product. The company approached the Delhi High Court on 7 April, claiming that dermatologist Dr Manjot Marwah and influencers Raj Shamani and Ritik Chaturvedi made false and defamatory statements about Dettol Antiseptic Liquid (DAL) during a podcast and in related social media posts.

The controversy centres around a podcast episode titled "Skin Mistakes You Didn't Know! Tanning & Sunburn EXPOSED," published on 1 April, and an Instagram reel shared on 5 April with the caption "Never Use Dettol on your Skin." In these, Dr Marwah allegedly referred to Dettol as a “floor cleaner” and said it can “burn wounds and delay healing.” With over 780,000 Instagram followers, her statements quickly gained attention online. Reckitt argued that these claims are not only misleading but harmful, especially given the wide reach of the content.

In court, Reckitt’s legal counsel stressed that Dettol has been a licensed antiseptic for skin use in India since 1936 and qualifies as a drug under Indian law. They argued that calling it a floor cleaner was factually incorrect and damaging to the brand’s reputation. The lawyer also pointed out that the video and reel had already been viewed millions of times, potentially causing serious harm to the brand in a short span.

Dr Marwah had reportedly cited a report from the Philippines FDA to support her claims, but Reckitt dismissed this, stating that Dettol isn’t sold in the Philippines by its local affiliate, making the report irrelevant to the Indian market.

The court, however, did not issue any immediate order and gave the defendants another chance to respond, noting that they had already been served notices via email and WhatsApp. Justice Saurabh Banerjee remarked that while the dermatologist is entitled to her opinion, especially as a qualified professional, he wasn’t fully convinced at this stage that the content amounted to clear disparagement. The hearing is set to continue on 8 April.

This isn’t the first time online content about personal care products has sparked legal tensions. Just recently, YouTube and Instagram creators have faced increased scrutiny over product reviews and health advice, particularly when tied to rival brands or clinics. As the influence of digital creators grows, so too does the legal responsibility that comes with their reach.

<a href="https://www.storyboard18.com/brand-makers/mukesh-ambani-lauds-women-entrepreneurs-highlights-isha-ambanis-leadership-impact-61735.htm">Read More: Mukesh Ambani lauds women entrepreneurs; highlights Isha Ambani’s leadership impact</a>

Dettol maker sues dermatologist and influencers over ‘defamatory’ podcast claims

The Indian Premier League (IPL) cricket matches are all set to begin from March 22. The match between Royal Challengers Bangalore (RCB) versus Kolkata Knight Riders (KKR) is anticipated by all fans of the sport. However, a notice by IMD for the upcoming match in Kolkata may 'dampen' the spirits of fans.

The India Meteorological Department (IMD) has issued an Orange Alert for South Bengal, including Kolkata, forecasting thunderstorms and rain from Thursday to Sunday. The weather is expected to worsen over the weekend, bringing strong winds, hailstorms, and lightning.

The adverse weather conditions could impact outdoor events, including the much-anticipated opening match, which faces the risk of being abandoned if conditions deteriorate further.

"Due to the presence favourable wind pattern & strong moisture incursion from Bay of Bengal at lower tropospheric levels, thunderstorm with lightning and strong gusty surface wind very likely to occur in some districts of West Bengal during 21-22nd March 2025," said the IMD statement.

The weather forecast indicates a 74% chance of rain on the opening day, with 97% cloud cover and a 90% chance of rain in the evening. This puts the match at Eden Gardens at risk, with the possibility of delays or even a complete washout. If the match is cancelled due to the unfavourable weather, points will be shared between KKR and RCB.

The opening ceremony will feature spectacular performances by Disha Patani and Shreya Ghoshal, setting the stage for an exciting start to the season.

Meanwhile, Kolkata Knight Riders’ home fixture against Lucknow Super Giants on 6th April has been relocated to Guwahati due to security concerns arising from Ram Navami celebrations in the city.

Read More: <a href="https://cms.storyboard18.com/brand-marketing/brands-to-invest-%e2%82%b9550-crore-in-influencer-led-campaigns-during-ipl-2025-qoruz-59760.html">Brands to invest ₹550 crore in influencer-led campaigns during IPL 2025: Qoruz</a>

Dark skies over IPL: Rain threatens Eden Gardens opener

DHL and the New York University Stern School of Business have released the latest DHL Trade Atlas 2025, providing a comprehensive analysis of the most important trends in global trade. The report reveals that Asia’s trade outlook remains positive, mirroring global trade, which is forecast to grow faster over the next five years compared to the preceding decade. In fact, a few countries in Asia – India, Vietnam, Indonesia and the Philippines – are expected to see especially strong growth. The South Asia as well as Southeast Asia regions are also set to outperform other regions in terms of trade growth. 

"As we look towards the future of trade in Asia, it's clear how trade growth has proven surprisingly resilient in the face of recent disruptions. With the ongoing diversification of supply chains that continues to reshape the commerce landscape, Asia has steadfastly emerged as a key player in the global market,” said Ken Lee, CEO – Asia Pacific, DHL Express. “However, we must approach this promising outlook with a measured perspective, recognizing the uncertainties and volatility that continue to characterize the global business environment. As businesses diversify supply chains, it is essential they stay innovative in their strategy and proactive in seeking out new routes to growth.”

Commenting on India’s growing role in global trade, R S Subramanian, SVP South Asia, DHL Express said, “The Trade Atlas underlines India's rapid expansion in global trade, positioning the country as a critical hub connecting the east and west. While we anticipate trade volume growth and an increase in global trade share, we remain cautiously optimistic about the future given the global economy's general volatility. Furthermore, South Asia is expected to grow its trade volume faster than any other region between 2024 and 2029, providing an excellent opportunity for its economies and businesses to improve their global stature."
 
<strong>New leaders in trade growth: India, Vietnam, Indonesia, and the Philippines</strong>
Between 2024 and 2029, four countries in Asia are forecast to rank among the top 30 for both speed (growth rate) and scale (absolute amount) of trade growth: India, Vietnam, Indonesia, and the Philippines. 
In the next five years, India is anticipated to retain its third-place rank on the scale dimension as well as jump 15 spots to the 17th position on the speed dimension as its compound annual trade volume growth rate rises from 5.2% to 7.2%. Additionally, India may also deliver 6% of the world’s trade growth, behind China (12%) and the United States (10%). 
The prospects of Vietnam, Indonesia and the Philippines are bright as they have displayed substantial potential to benefit from supply chain shifts and diversification strategies. Vietnam is expected to maintain a 6.5% compound annual trade volume growth rate over the 2024-2029 period and promote one position to rank fifth on the scale dimension. Indonesia is predicted to retain 12th place on the scale rankings, while rising from 33rd to 25th in the speed rankings. More notably, the Philippines is set to leap 114 positions to rank 15th on the speed dimension, and rise from 68th to 30th on the scale dimension. 

<strong>South Asia and ASEAN to produce faster growth rates than other regions</strong>
South Asia and the ASEAN regions are forecasted to deliver the fastest trade volume growth among major world regions from 2024 to 2029 with CAGR of 5.6% and 5.0%, respectively. In fact, trade growth is also expected to accelerate substantially compared to the previous five-year period in these regions. Other regions such as North America and Europe are forecast to grow at rates of 2.7%. 

The DHL Trade Atlas also finds that the center of gravity of world trade has shifted. The shares of trade conducted by the world’s major geographic regions has changed since 2000, with the most dramatic change observed in Asian economies. Between 2000 and 2024, the share of world trade borne by South & Central Asia rose from 2% to 5%. However, a major region like Europe saw its share of world trade decrease from 41% to 36% for the same period. 
New record in long-distance trade as Asia becomes central to global production networks
Despite widespread interest in nearshoring and producing goods closer to customers, the DHL Trade Atlas 2025 demonstrates that trade has not become more regionalized overall. Actual trade flows indicate the opposite trend. In the first nine months of 2024, the average distance traversed for all traded goods reached a record 5,000 kilometers, compared to just over 4,500 kilometers in 2000. This long – run trend can be attributed to Europe and North America increasingly trading with Asia, as “Factory Asia” becomes central to global production networks. 

<strong>Faster global trade growth compared to the previous decade</strong>
Recent forecasts predict goods trade will grow at a compound annual rate of 3.1% from 2024 to 2029. This roughly aligns with GDP growth and represents modestly faster trade growth compared to the previous decade. Even if the new U.S. administration implements all of its proposed tariff increases and other countries retaliate, global trade is still expected to grow over the next five years – but at a much slower pace. 
“While threats to the global trading system must be taken seriously, global trade has shown great resilience because of the large benefits that it delivers for economies and societies,” said Steven A. Altman, Senior Research Scholar and Director of the DHL Initiative on Globalization at NYU Stern’s Center for the Future of Management. “While the U.S. could pull back from trade – at a significant cost – other countries are not likely to follow the U.S. down that path because smaller countries would suffer even more in a global retreat from trade.”

Read More: <a href="https://cms.storyboard18.com/brand-makers/a-customer-centric-approach-enables-business-growth-abhijeet-sonar-hansgrohe-group-59188.html">A customer centric approach enables business growth: Abhijeet Sonar, Hansgrohe Group</a>

India to drive 6% of global trade growth after US and China: DHL trade atlas 2025

Essencemediacom, has bagged the media mandate of Godrej Consumer Products Ltd (GCPL), one of India’s largest FMCG company. Essencemediacom will handle the media strategy, planning, buying and implementation for GCPL across traditional and digital media in the Indian market.  

Essencemediacom won the mandate for GCPL following intensive pitch spanning over 4 months. Starting from (April, 2025), Essencemediacom will take over responsibilities from the current media agency, Madison World. 

Harshdeep Chhabra, Head - Global Media, Godrej Consumer Products Ltd (GCPL), said, “Godrej Consumer Products Ltd is on a growth trajectory driven by expansion into newer categories and introduction of innovative brands while continuing to focus on achieving volume growth ahead of the industry. In line with our growth vision, we are delighted to have Essencemediacom as our new media agency partner. We are certain that their depth of experience in both traditional media and digital media will help us create a much bigger impact and help drive innovation across our product categories.”

He further added, “Madison World has been our trusted media partner for over 20 years and contributed immensely to the GCPL growth journey. We thank them for helping shape the direction our brands have taken over the years.”

Navin Khemka , CEO Essencemediacom South Asia, said, " We are excited to be appointed the media partner for Godrej Consumer Products, one of the largest FMCG advertisers in the country today. We feel privileged to be part of their journey, bringing our expertise and depth in media planning, coupled with cutting edge technology for best in class media solutions. We are confident of leading GCPL in the future of their transformation journey, led by a combination of efficiency , effectiveness & innovation across media and consumer segments.”

Essencemediacom bags the media mandate for Godrej Consumer Products in India

Liquor giant United Breweries Limited (UBL) has credited sponsorships in events like the Indian Premier League for the strong growth of its Kingfisher brand in India. In a BSE filing, UBL said Kingfisher grew by a mid-single-digit boosted by increased sponsorship investment including the IPL for cricket in the December quarter of 2024.

Kingfisher Ultra and Heineken Silver, grew in the mid-thirties, gaining segment market share, UBL added.

The alcohol maker said that the company's net revenue grew in the low teens with beer volume growth of a high-single-digit in India.

Meanwhile, UBL's parent company Heineken reported 2024 earnings on Wednesday. The net profit of Heineken was up 7.3 percent to €2,739 million before exceptional items and amortization (beia). The net revenue of the brewing firm stood at €36.077 million--up 5 percent in 2024.

"We delivered solid results with broad-based growth and profit expansion in 2024. Beer volume grew organically by 1.6%, and net revenue (beia) was up 5.0 percent with strong operating profit (beia) growth of 8.3 percent. Premium volume grew 5 percent, led globally by Heineken, which was up 9 percent. Mainstream beer volume rose 2 percent, spearheaded by the leading brands in our largest markets, including Amstel in Brazil, Cruzcampo in the UK, and Kingfisher in India," Dolf van den Brink, Chairman of the Executive Board of Heineken NV said.

The brewery giant has anticipated that ongoing macroeconomic challenges, including weak consumer sentiment in Europe, volatility, inflationary pressures currency devaluations across developing markets, and broader geopolitical fluctuations may affect consumers in 2025.

Heineken has intended to increase in support of its brands and for marketing and selling investments to grow ahead of revenue. The company forecasts an organic growth in operating profit of 4-8 percent for 2025.

UBL credits IPL, other sponsorships for Kingfisher's strong growth in December quarter

Prime Minister Narendra Modi recently met with top gaming content creators and esports players in India. The entire gaming ecosystem celebrated this recognition from the Indian government and expected a boost to esports and gaming industry. However, the esports industry is currently experiencing a slowdown, causing some organizations to shut down and others to struggle with creating profitable revenue models.

According to a report by AWS and Lumikai, India’s esports sector is projected to grow from $40 million in 2022 to $140 million by 2027, with a Compounded Annual Growth Rate (CAGR) of 32 percent. The report also found that the number of esports players in India grew from 150,000 in 2021 to 600,000 in 2022, and is expected to reach 1.5 million by 2027.

<strong>Slowdown in Esports</strong>

In India, the esports ecosystem revolves around two major game titles, Krafton’s Battleground Mobile India (BGMI) and Riot Games’ first-person shooter (FPS) game Valorant. Valve’s Counter-Strike 2 has yet to make a significant impact. Several organizations that host esports tournaments have shut down due to a lack of brand sponsorships. In the recent past, esports organizations such as Enigma Gaming and 7Sea Esports have shut business operations. Dismantling entire roster for game titles such as Valorant has become quite normal for multiple esports organizations in India due to heavy costs involved to sustain a team of players. 

Ashwin Haryani, Country Head at Ampverse DMI, said, “Esports was at an all-time high after BGMI was unbanned, and the industry was leaving no stone unturned. However, none of these intellectual properties (IPs) are profitable yet, even with brand sponsorships and media rights. Therefore, IPs are conducted by publishers and continue year after year, but other Tournament Organizers (TOs) only conduct IPs when there is enough brand support.”

Devam Vyas, Vice President-Esports at Gods Reign, explained the reasons behind the slowdown: “The slowdown in major esports tournaments over the past six months can be attributed to several key factors. Primarily, the regulatory landscape in India has been in flux, with the government working towards clearer guidelines for the industry.” 

He added, “This period of uncertainty has made organizers hesitant. Moreover, the post-pandemic economic situation has led to more cautious spending by brands, impacting sponsorships and event funding. Together, these factors have created a temporary lull in large-scale tournaments.”

Rohit Agarwal, Founder and Director, Alpha Zegus noted, “Compared to last year, until 2022-23, about a year and a half ago, there were large-scale tournaments with 8-10 TOs in the ecosystem. There was a time when TOs were organizing tournaments with prize pool ranging from Rs 1 lakh to 1 crore. The frequency of the tournaments was such that esports players raised concerns about rest and stress.”

Agarwal continued, “Now the situation is such that these TOs have either shut down their operations or have reduced the frequency and prize pool. The outlook for esports appears grim.”

<strong>Toxicity Keeps Brands Away</strong>

Currently, only a handful of endemic brands are steadily investing in esports IPs in India, including Intel, AMD, Acer, HP, and Asus. While a few non-endemic brands such as Red Bull, Philips, and TVS have been actively shown interest towards esports properties.

When asked if toxicity in gaming and esports is deterring major brands from investing in tournaments, Shiva Nandy, CEO and Co-founder of Skyesports, said, “Toxicity has been a big issue since the inception of gaming. Online communities can be very positive but can also be harmful due to a few bad apples. Fortunately, with more brands and mature investors entering the space, we have seen a significant reduction in overall toxicity from gaming creators as they are now being held more accountable for their words. It will only decrease further from here.”

Varun Bhavnani, Co-founder of Entity Gaming, elaborated on toxicity being used as a tool to gain traction on streaming platforms and social media and said, “Gaming worldwide has never been free of toxicity. I don’t want to harp on it; it’s something you will see in all forms of esports and traditional sports. The love-hate relationship between fans is always going to be there. I have witnessed first hand how the industry has evolved, with individuals, in the name of content creation and free speech, building fans through trash-talking, cussing, and demeaning others for clickbait views.” 

Bhavnani added, “But I am hopeful that a new wave of talent in our community will step back, find a unique identity, and innovate content creation in the true spirit of gaming.”

<strong>Who is to Blame?</strong>

Multiple stakeholders in the industry believe the slowdown in esports is due to various reasons, including lack of funding, exorbitant player salaries, restrictions from game publishers on hosting tournaments, reduced investment from brands, and short-term vision by esports organizations.

When asked who is to blame for the decline in esports revenue in India, Manoj Kasyap, owner of Velocity Gaming, said, “I believe the entire ecosystem is to be blamed for the decline in esports in India. Earlier, we used to play two tournaments a month, but now that has drastically reduced. In the last four years, we have seen atleast five different organizations shut down their operations in India, mainly due to short-term vision for quick gains. This has affected the esports ecosystem in India.”

Kasyap further said, “Publishers should give opportunities to TOs to organize tournaments. Currently, we don’t have too many game titles to rely on. We have also spoken to the Riot Games team in India about this issue, but that is the norm globally for them.”

Explaining the decline in the esports scene, Agarwal said, “Multiple stakeholders are to blame for the slowdown in esports. Tournament organizers at one point went overboard with the number of tournaments they hosted and raised the benchmark of the prize pool, but now they are facing issues in raising such huge amounts to organize large-scale events. Brands have decreased their spending on esports and are exploring new avenues to gain returns on investment (ROIs).”

Agarwal further said, “Another major issue was player salaries. An organization requires an investment of around Rs 15-20 Lakhs per month to sustain a roster. At some point, the organization’s owner would like to break even as they hardly recover from such investments. Failing to sustain for longer, they shut down operations.”
 
Haryani says, “The ban of BGMI definitely caused a thunderstorm in the industry. But post that, esports teams, tournament organizers, and players are definitely responsible for the declining scene. To some extent, even the publishers are to blame, as some games are still banned and not complying with Indian rules and regulations set by the government.”

Comparing the esports industry in the South Asia region with India, Haryani said, “Regions like Thailand, the Philippines, Vietnam, and Indonesia, where Ampverse is present today, are very similar to India in terms of being mobile-first nations in esports. Mobile games dominate there as well; however, esports is slightly more mature there. Brands are more open to investing in esports and have access to real talent as well. India has yet to catch up with other parts of the world, and the day we start doing so, the tables will turn quickly.”

Despite the slowdown, there remains a significant potential growth in India. It would be interesting to watch how the Indian esports ecosystem will leverage the festive season with multiple brands looking to gain eyeballs from GenZ and millennials.

Indian esports ecosystem slows down. Who is to blame?

Advertisements have always been a great way for brands to market their products and services. However, it has always been a hit or miss situation. Not all brands come up with great advertisements. Some have positive lasting impacts and some we would just love to forget. Storyboard18’s weekly ad reviews filter through the past weeks ads, letting you know which ones were the best and which ones weren’t quite up to mark. We provide you with completely unbiased and unfiltered opinions that are fun to read and paint a clear picture. Read on to find out which ads were in our professional opinions, MAST and which were MEH in this week’s Mast & Meh.

<strong>MAST</strong>

<strong>Brand</strong>- Coca-Cola

<strong>Agency</strong>- Ogilvy India

<iframe width="560" height="315" src="https://www.youtube.com/embed/BTFsWPTwddo" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

F&B ads that successfully make your mouth water and crave for the product are usually considered good ads. Aren't they? This new spot from Coca-Cola is quick to grab attention and stirs an emotional response. By the end of the ad, you'll find yourself yearning for a swig of Coca-Cola. The ad stars Tiger Shroff who has been on board as the youth icon for Coca-Cola Zero Sugar. Shroff does his part well. The icing on the cake however is the background score from 90s Bollywood. “Hotho bas tera naam hai” adds nostalgia and some extra fizz to the spot.

<strong>MEH</strong>

<strong>Brand</strong>- SKINN By Titan

<strong>Agency</strong>- Supari Studios

<iframe width="560" height="315" src="https://www.youtube.com/embed/E2O2VWKCV-M" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The new spot from Skinn by Titan promoting their latest range, Skinn Noura, is not necessarily a bad ad, but it lacks novelty. The campaign aims to highlight how the right perfume can elevate everyday experiences to the extraordinary. But the visual representation of flowers in a perfume ad is an overdone concept. While the new range of perfumes is inspired by flowers, the ad fails to bring a fresh perspective to the table. Additionally, the background score is not catchy enough for retention and pales in comparison to the iconic Titan melody that has survived decades, generating great brand recall.  

<strong>MAST</strong>

<strong>Brand</strong>-  Amazon.in | Aaj kya Khareeda? 

<strong>Agency</strong>- OgIivy India 

<iframe width="560" height="315" src="https://www.youtube.com/embed/wvku-9L6J8w" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

<iframe width="560" height="315" src="https://www.youtube.com/embed/cIsK8Gsqi0k" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The new campaign from e-commerce giant Amazon India scores high on relatability. The brand's push to make consumers aware that they can find all their daily needs on its platform couldn't have been done better. Amazon establishes its product offerings clearly yet not in a commercial-y way. It's a light-hearted and simple script that hits the right spot. It checks all the boxes to be a Mast ad. 

<strong>MEH</strong>

<strong>Brand</strong>- Mountain Dew |  ‘Darr ke Aage Jeet hai’

<strong>Agency</strong>- Studio Simple

<iframe width="560" height="315" src="https://www.youtube.com/embed/YipOz16CpaI" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Apart from the iconic tagline, everything about this commercial was meh. It felt like the brand rehashed an old script. A macho hero, a flying bike, an aeroplane, over-the-top stunts, haven't we all seen these action sequences multiple times before? The tagline can be re-visualised in keeping with modern times, adding more value to the brand. Do the new. 

<strong>MAST</strong>

<strong>Brand</strong>- Country Delight 

<strong>Agency</strong>- In-house

<iframe width="560" height="315" src="https://www.youtube.com/embed/66qU2h-r6t0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The latest Country Delight ad campaign takes an emotional route to connect with consumers. The spot features a young man preparing tea, recalling how his mother would always claim to love black tea when he was young. The reality however was that she prioritised letting her children consume milk during their growing up years over enjoying a cup of milk tea. Now that the son has grown up and secured a good job, he wants to give his mother the best milk tea that he can afford. Here the brand's promise of best milk comes in while also promoting the brand's VIP membership. This one tugs at the heartstrings. 

<strong>MEH</strong>

<strong>Brand</strong>- Stayfree

<strong>Agency</strong>- DDB Mudra Group

<iframe width="560" height="315" src="https://www.youtube.com/embed/TsTGrN7isuk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

The Stayfree ad plays to the category codes therefore there are no surprises here except a fresh celebrity face (Kiara Advani). The ad shows Advani choosing to deliver bakery orders herself despite being on her period as the delivery boy bails on her. Her colleague points this out but she seems confident and secure because of the Stayfree napkin. We have seen many iterations of sanitary napkin advertising where the protagonist seizes the day despite being on her period and this latest one goes in that list. Nothing new and clutter or stereotype breaking. 

<strong>MAST</strong>

<strong>Brand</strong>- HK Vitals

<iframe width="560" height="315" src="https://www.youtube.com/embed/ASPurZfHmmE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

A celebrity endorsement which goes beyond the act of ‘show and tell’, explaining the product’s benefits with the help of a decent script is definitely worth the watch. HK Vitals’ recent campaign is one among them. The ad features Yami Gautam Dhar, who does a great job in playing her part. What scores the ad film a Mast is scenarios which gel well with her explanations heard in voiceover. This one’s a good watch. 

<strong>MEH</strong>

<strong>Brand</strong>- Mamaearth

<iframe width="560" height="315" src="https://www.youtube.com/embed/c4Omwv-t1Uk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Another example of a lazy script that fully banks on celebrity endorsement. Shilpa Shetty’s presence in the commercial was of no real value except her face value. Moreover, the very act of Shetty introducing the product and signifying its benefits reduces the ad to just being a mere ‘show and tell’ exercise. The ad scores a Meh for us.

<strong>MAST</strong>

<strong>Brand</strong>- TOEFL 

<iframe width="560" height="315" src="https://www.youtube.com/embed/drJbZqH7_Y8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Every kid wants to exceed their parents expectations and make them proud. But that doesn’t always happen. Does it? TOEFL’s latest ad highlights this in a very comical way. A father is seen showing his son the photo frames of his ancestors with their test band scores written below it. The score gradually increase every generation, indicating that the son would finally fulfil everyone's dream of going abroad. But, his score ends up being lower than all others’. This is a nice and refreshing take on an educational spot. It gets a Mast from us. 



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