ASCI processes 1,000 misleading ad complaints

Advertising space watchdog Advertising Standards Council of India’s (ASCI) processed more than 1,000 complaints against misleading advertisements on behalf of the Department of Consumer Affairs (DoCA).

On 18^th March, 2015, the DoCA appointed ASCI to monitor the web portal www.gama.gov.in aimed at addressing misleading advertisements and arresting unfair trade practices. GAMA stands for grievances against misleading advertisements.

“The need for government and self-regulatory body like ASCI to work together to provide effective and timely grievance redressal to consumers is key to tackle the issue,” commented C. Viswanath, Secretary, DoCA.

GAMA has received more than 1,000 complaints from individuals and consumer organisations like Consumer Education and Research Centre (CERC) which were processed by the ASCI.

“ASCI was entrusted with the responsibility of GAMA complaints processing. This co-regulation initiative between the government and ASCI has further enhanced effectiveness of protecting consumers,” said Benoy Roychowdhury, Chairman, ASCI.

Misleading publicity against products and services ranging across telecom, banking, consumer durables, e-commerce and others sectors emanating from TV, print, online and other digital medium were complained upon.

The ASCI’s Consumer Complaints Council (CCC) upheld complaints against some leading brands forcing them to withdraw the publicity material or modify it appropriately within the stipulate period.

The complaints are handled through a three-tier system. First, the complaints get processed by ASCI, the second level escalates non-compliance to a sub-committee headed by the joint secretary DoCA under the Inter Ministerial Monitoring Committee (IMMC), while at the final stage, the empowered regulator will act against persistent offenders, the statement added.

Source: IndianMediaBook - Media

Vistara rolls out #NewFeelingOfLove in asscociation with Ki & Ka

Vistara rolled out a new campaign #NewFeelingOfLove in association with upcoming Bollywood movie Ki & Ka. As a part of the association with Ki & Ka, snippets of Vistara’s exemplary on-ground and on-board experience have been integrated in the movie.

To kick start the promotions, Vistara has launched a joint ad film featuring Kareena Kapoor Khan and Arjun Kapoor where they share their experience of flying Vistara’s Business Class and invite the masses to book their next flight before 26^th March on the airline to win a chance to meet them.

Speaking about the association with a Bollywood venture, Phee Teik Yeoh, CEO, Vistara said, “Cinema has always inspired the lives of people which led us to believe that it is a method to reach out to a wider audience. Partnering with Ki & Ka provided us with a platform to showcase our premium cabins, world class dining experience, inflight entertainment, seamless and personalised service both on the ground and in the air, which makes us unique to flyers, young and old, across India.”

This association of the airline with the movie is coherent as the narrative is about challenging the traditional gender roles outlined in Indian society and reigning in a new language of love, just like Vistara is redefining the air travel experience in Indian skies and bringing in the new feeling to its customers.

Vistara is rejoicing this partnership with the launch of its official Instagram handle today to celebrate this #NewFeelingofLove. The airline will be conducting social media contests on all its channels where the winners of the contest will get an opportunity to meet the star cast of Ki & Ka and autographed merchandise by them.

Vistara’s promotional campaign around the movie will reach out to Bollywood buffs as well as business and leisure travellers through ATL, BTL and digital activations which include special baggage tags for Vistara customers, meet and greet with the movie stars, bloggers outreach program, exclusive movie screening in Delhi and Mumbai for Vistara’s frequent flyers, partners and employees.

Source: IndianMediaBook - Media

Godrej Lal Hit announces the last leg of Super Hit Vacation campaign

Godrej Lal Hit unveiled its new edutainment campaign called Super Hit Vacation which leveraged on the topicality of summer vacation to deliver the core message that cockroaches spread food poisoning. Keeping this thought in mind, Godrej Lal Hit with its new campaign addressed young mothers about the importance of a safe and healthy summer vacation in three phases.

Speaking about the campaign, Ajay Dang, Head Marketing, Home Care, Godrej Consumer Products Limited said, “A mother always wants her children to be healthy and happy and she is absolutely regimental to achieve the same. But lack of awareness that cockroaches pose a serious health hazard coupled with her daily cleaning regimen creates a false sense of security in her mind. Changing habit in low involvement categories like ours requires a compelling and refreshing take on the situation to make consumers acknowledge the need for change. Lal Hit has leveraged the topicality of summer vacation as a creative device to reach out to mothers and inform them how cockroaches can ruin their vacation plans by spreading food poisoning, when her kids are eagerly waiting for vacations to unwind post gruelling exams.”

The third phase of the campaign concluded with visits to the finalists’ houses in Mumbai and Delhi by celebrity mom Tisca Chopra, who plays the balance of a perfect mother in reel and real life. She was seen interacting with the finalists of the radio and on-ground contest. She discussed on issues of food poisoning and other health issues which takes place during summers and the main reason being the invasion of cockroaches in homes from outside.

They discussed about how as mothers just relying on regular cleaning regimen is not enough and not paying attention to the hidden cockroaches that contaminate food and utensils leads to food poisoning. They also spoke about their experience of using Godrej Lal Hit which acts as a specialist solution in killing even the hidden cockroaches through its unique deep reach nozzle.

The campaign Super Hit Vacation’ has reached out to mothers across the nation through a mix of press, digital & radio media. The campaign commenced on 7th March in Mumbai & Delhi supported by an on-ground activity and which will culminate on 22nd March, 2016.

The campaign started with a radio contest on Big FM and mothers with correct entries were invited to Super HIT Vacation party in Mumbai & Delhi to participate in exciting activities and games like shopping simulations, dumb charades etc. to win prizes. 6 winners from on-ground contest were evaluated for the final round.

The final round saw Tisca Chopra visiting the finalists’ homes and evaluates them on their preparedness for safe and healthy summer vacations. The winner would get an exciting opportunity to appear on television and win gift vouchers worth Rs.50,000. While the digital leg of the campaign that launched Super Hit Vacation e-contest for netizens evoked participation and the adjudged winner to win gift vouchers worth Rs.25000.

The creative line summarizes the key consumer benefit of Lal Hit kuynki garmi ayegi, cockroach layegi.

Source: IndianMediaBook - Media

MakeMyTrip refreshes its logo & rolled out a new campaign featuring Ranveer & Alia

MakeMyTrip, the travel company unveiled its new campaign with its brand ambassadors Ranveer Singh and Alia Bhatt. The new brand campaign aims to drive consumers to shift from offline to online for hotel bookings. As part of this campaign and in a move to further strengthen its brand imagery, the company has also refreshed its logo.

Speaking about the new campaign, Rajesh Magow, Co-Founder & CEO-India said, “The Indian hotels market is still highly underpenetrated and fragmented and we have made aggressive efforts to tap into this segment. Our current campaign is also reflective of our larger business strategy of rapidly growing our hotels business. With this campaign, we seek to bring new customers into the online hotel category .Our value proposition is that whatever be the customer need, they can find a hotel of their choice on MakeMyTrip – quicker and cheaper and our new campaign completely resonates with this philosophy.

The campaign highlights compelling and relevant benefits of booking hotels on MakeMyTrip such as widest range of hotels to choose from, great deals, trust and reliability – all of which are key drivers of online hotel bookings. The high decibel national multi media 360 degree campaign will heavily be promoted on TV, Radio, Outdoor, Social Media and Digital Platforms from 20th March.

Commenting on the new campaign, Saujanya Shrivastava, CMO, MakeMyTrip said “As market leaders, we have taken on the task of online hotel category expansion. The campaign seeks to catalyse the shift of offline to online by providing tangible reasons to non-users and fence sitters to come to MakeMyTrip for their hotel booking requirements.”

The campaign marks the debut of our new brand ambassadors Ranveer and Alia. They truly represent the new age Indians – confident, bold and dynamic. They are a great fit with the brand and we are sure that through this campaign, we will also inspire more of India to travel.

“MakeMyTrip has become a mainstay for Indian travellers, has strong equity and has fuelled the travel ambitions of customers. The new logo is a reflection of an ecosystem that has evolved over the past decade – younger audiences, high mobile penetration and high customer propensity to undertake leisure travel. The new logo is younger, fresh and future ready,” added Shrivastava.

The story of the characters in the campaign has been brought to life by Publicis Capital, directed by Amit Sharma.

Talking about the creative concept, Bobby Panwar, Managing Director, South Asia, Publicis Worldwide said, “We focused on a singular fact that the brief pointed to – a large part of travellers prefer to walk into a hotel and book. They believe that they can get a better deal ‘directly’. The idea was create dissonance in these over confident travellers and dramatically highlight the inadequacy of this ‘direct’ approach while reinforcing the MMT advantage. The presence of Ranveer and Aliya allowed us to create the histrionics required for this dramatization.”

The campaign will have 360 degree approach, activating every possible touch point with the consumer. It will be supported by an all rounded TVC campaign including GECs, News channels and high impact print exposures and a prominent presence across the IPL.

There will be a targeted outdoor plan; along with activations in the digital platforms as well. The TVCs will be on air for a period of eight weeks on GECs, news channels and movie channels.

Credit

National Creative Director: Joy Mohanty

Production house: Chrome Pictures

Director (film): Amit Sharma

Producer: Poonam Wahi

Voice Over: (if any) Ranveer Singh

Duration: 40 secs

Language: Hindi, Telegu, Tamil and Kannada

Source: IndianMediaBook - Media

Radio Choklate partners with Yash Raj for Odia anthem of Fan

Radio teamed up with Yash Raj Films for the Odia version the Shahrukh Khan starrer Fan anthem Jabra.

Rendered by Odia singer Biebhu Kishore and with Odia lyrics translated by Guru Prasad Satpathy of Radio Choklate, the song has garnered for itself major fan following. In just a couple of days, the Odia Fan video has over a lakh views on social media.

Speaking about the association, Tanaya Patnaik, Executive Director, Radio Choklate, said “We saw the remake of the anthem in so many Indian languages and then it struck us that we can actually pull off the Odia version. We recorded the song and shot the sequence in just a day and sent it to Yashraj. They liked it a lot and decided to release it as the official Odia Fan Anthem.”

Prior to this, the Fan anthem Jabra has been released in multiple regional languages such as Telugu, Bhojpuri, Punjabi, Bengali, Tamil and Gujrati.

Source: IndianMediaBook - Media