Govt spent Rs 1698.98 crore on ads in print, electronic media in last 3 years: I&B Ministry

The central government has spent Rs 1698.98 crore on advertisements in print and electronic media in the last three years, Information & Broadcasting (I&B) Minister Anurag Thakur has informed the Lok Sabha. "The amount committed for advertisements by the Government through print and electronic media during the period 2018-19 to 2020-21 is Rs. 1698.98 Crore," Thakur said while responding to a question in the lower house. He further stated that the primary objective of government advertising is to create awareness about its policies and schemes among the intended beneficiaries including the population living in far-flung and remote areas, through Print, Electronic & Outdoor Media. Bureau of Outreach and Communications (BOC) releases advertisements through various media vehicles on the basis of criteria laid down in the policy guidelines for release of advertisements and empanelment of concerned media which are also available on BOC’s website, he stated. The BOC undertakes awareness campaigns through different media vehicles, including print media, as per the requirements conveyed by the client Ministries/ Departments, the budget of campaigns as well as target audience. BOC has undertaken various strategies to rationalize advertisement expenditure including integrated campaign, theme-based campaign, increased emphasis on low-cost advertisements on digital platforms, using less print space with focused content and embedding information using QR Code, better positioning of campaigns for target beneficiaries, etc. Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

How ASCI rebooted itself in 2021 to fit in a digital-first world

When BBH and Publicis Worldwide CEO Subhash Kamath took on the charge of the Advertising Standards Council of India (ASCI) as its chairperson in September 2020, questions about the self-regulatory body’s relevance were many -- especially in the wake of the establishment of Consumer Protection Authority (CCPA) by the government. However, Kamath maintained that both parties can work together to better regulate the advertising industry in the country. He, along with his associates, embarked on an ASCI 2.0 mission, essentially to make the council more relevant and comprehensive for a digital world. And the year 2021 did see a slew of positive initiatives taken by ASCI to not just regulate but support the Indian advertising industry. Kamath tells Exchange4media, “When I took on the charge as ASCI chairperson in September 2020, we started working on ASCI 2.0 strategy, which aimed to make the council more than just a body to look at negative and misleading campaigns. Our idea has been to make ASCI a more engaging platform that can deliver some value to its partners and the advertising industry at large.” Here’s a look back at how ASCI stepped into a reformed version of itself, as Kamath mentions, to be more digital-savvy, sleek, smart, and a better partner for the industry. Focus Digital Kamath says that ASCI was always strong on traditional platforms but realised that it needs to be better equipped to deal with the digital world, which has been growing exponentially over the years. Therefore, in November 2020, ASCI introduced some guidelines for real-money online gaming in November 2020. Following that, the regulatory body announced draft influencer marketing guidelines in February 2021, inviting comments and suggestions from influencers, agencies, brands, and the general public as well. A comprehensive set of guidelines along with a website were launched in May 2021 and the regulations were made applicable from June 2021. As per ASCI, the regulations were welcomed positively by the industry and all A-list influencers were quick to follow the rules regarding marking the content as ads or sponsored posts across digital platforms. Also, people were quick to rectify any mistakes or make necessary changes in the posts when flagged by the regulator. Kamath notes that ASCI got around 400-500 complaints during the year. The regulator is also actively working on curating a set of advertising guidelines for crypto platforms to protect consumer interest. Building Thought Leadership “If you aim to curb the killing of elephants in an area, you just don’t try to stop the poachers but also educate the public against it,” Kamath quips explaining why ASCI put an increased focus on initiatives that could curate thought leadership within the advertising industry. Two key initiatives taken under this directive were the launch of ASCI’s ‘Gender Next’ report and the launch of ‘Advertising Advice’ services. In October 2021, ASCI with Futurebrands launched the ‘Gender Next’ report to highlight the progress in the portrayal of women in ads and also gaps between how ads portray women and how women see themselves or want to be seen. The report was created on the basis of a detailed analysis of 600 ads and broke down the findings on the basis of categories and most prominent stereotypes. Advertising Advice was launched with the aim to help brands check code violations right at the pre-production stage of campaigns before they end up spending huge amounts of money for an ad that might potentially be flouting the ASCI norms. Kamath shares, “While we always had this service to guide brands and agencies on scripts and formats of ads, people were not aware of it. That’s why we announced it this year as ‘Advertising Advice’, in September, to add value to the industry. We have had a positive reception since and have been consulted for 19-20 campaigns.” ASCI 2.0 In August this year, ASCI also unveiled a new brand identity to reflect the agenda of becoming more inclusive and future-facing. The regulatory body came up with a new logo, designed by Nihilent Ltd, depicting the idea of creativity with responsibility in a digital world, which is ever-evolving and dynamic. ASCI is also currently beta testing its new website, which is expected to launch in January 2021, with features that will make it easier for people to know about ASCI services and regulations, reach out with complaints, check the status of complaints, and get advice on campaigns. Kamath notes that going ahead, there is going to be a lot more activity on ASCI’s part, right from a heightened and improved digital presence to regulations around key emerging sectors like cryptocurrency and reports like ‘Gender Next’ around several other relevant topics like kids in advertising & industries that get most complaints like education, healthcare, and food & beverages. He also thanked his teams, partners, and extended board members for their support and guidance throughout the year and re-electing him as the chairperson for a second term as well, promising better actions and insights from the regulatory body in 2022 as well. Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

IRS Key trends-REGIONAL LANGUAGES

TOP PUBLICATIONS -REGIONAL LANGUAGES (CONTD..) TELUGU IRS 2017 Eenadu 15848 Sakshi 9341 Andhra Jyothi 6354 Namasthe Telangana 3196 Vaartha 672 PUNJABI IRS 2017 Jag Bani 4149 Ajit 4013 Punjabi Tribune 793 Punjabi Jagran 628 SachKahoon 293 ORIYA IRS 2017 Sambad 6594 Samaja 5630 The Prameya 3695 Dharitri 3542 The Samaya 1097 TAMIL IRS 2017 Daily Thanthi 23149 Dinakaran 12083 Dinamalar 11659 Maalai Malar 3074 The Hindu 2890 URDU IRS 2017 Inquilab 778 RoznamaRashtriyaSahara 307 Akbar-e-Mashriq 284 The Munsif 228 Siasat 221

THE TOP 20 DAILIES : ALL LANGUAGES

LAST 1 MONTH READ (TOTAL READERSHIP) TR OF PUBLICATIONS(U+R) IRS 2017 DainikJagran 70377 Hindustan 52397 Amar Ujala 46094 Dainik Bhaskar 45105 Daily Thanthi 23149 Lokmat 18066 Rajasthan Patrika 16326 Malayala Manorama (Daily) 15999 Eenadu 15848 PrabhatKhabar 13492 The Times Of India 13047 Ananda Bazar Patrika 12763 Punjab Kesari 12232 Dinakaran 12083 Mathrubhumi 11848 Gujarat Samachar 11784 Dinamalar 11659 Daily Sakal 10498 Sandesh 10352 Patrika 9823

Sir Martin Sorrell steps down as WPP CEO

Sir Martin Sorrell has resigned from his post as CEO WPP with immediate effect. According to a statement from WPP, Chairman Roberto Quarta, has taken over as the executive chairman until the appointment of a new CEO. "As I look ahead, I see that the current disruption we are experiencing is simply putting too much unnecessary pressure on the business, our over 200,000 people and their 500,000 or so dependents, and the clients we serve in 112 countries. That is why I have decided that in your interest, in the interest of our clients, in the interest of all shareowners, both big and small, and in the interest of all our other stakeholders, it is best for me to step aside," he said in the statement. Sorrell also mentioned that a new generation of management, led by Mark Read and Andrew Sorrell WPP corporate development director and COO, Europe, have been appointed as joint chief operating officers of WPP.

ZEEL appoints Punit Misra as CEO domestic broadcast business

ZEEL appoints Punit Misra as CEO domestic broadcast business Prior to this, Misra was ED - sales and customer development for HUL. Zee Entertainment Enterprises Limited (ZEEL) has appointed Punit Misra as the chief executive officer (CEO) of domestic broadcast business. Misra will report to Punit Goenka, managing director (MD) and CEO, ZEEL. He will look after the entire domestic broadcast business, which includes all the entertainment channels. The appointment will be effective for October 1, 2016.Punit Misra Amit Goenka is the CEO, International Broadcast Business and is looking after the international business of ZEEL. Prior to this, Misra was executive director (ED) - sales and customer development for Hindustan Unilever (HUL). Misra joined HUL as a management trainee in 1996 and has worked in leadership roles across customer development, brand building, brand development and general management within HUL, as well as in the global customer development team of Unilever. His experience at HUL spans across categories like home care, personal care and foods through various roles in customer development and marketing. Prior to his appointment as ED - sales and customer development for HUL, Misra was vice-president in the global Unilever Customer Development team. In that capacity, he was the Unilever lead for route to market, traditional trade channels, and customer development IT innovation.

Ogilvy takes Gulabo and Paro on a ride in the new ad for Bajaj Platina ComforTec

Ogilvy takes Gulabo and Paro on a ride in the new ad for Bajaj Platina ComforTec The ad takes the communication in the entry-level commuter bikes segment from being a mileage story to a comfort story. Most bike ads hinge upon mileage supremacy and competitive pricing. But, the latest Bajaj Auto ad has a different story to tell. The two-wheeler manufacturer, in the ad campaign for its freshly launched two-wheeler Platina ComforTec in the entry level 100cc commuter bikes segment, promises riders 20 per cent less jerks as compared to other bikes in the 100cc segment. In short, a comfortable ride, despite the potholes and the bumps. Conceptualised by Ogilvy & Mather, the ad campaign 'Jhatka Mana Hai' tries to differentiate the Platina ComforTec from its competitors on the basis of superior riding comfort, while positioning the bike as 'the most comfortable one in the category'. And, it does so in a most endearing way, using dancing Tanjore Dolls, metaphorically, who bear the 'jhatkas' (shocks) on the bike ride. Bajaj's new campaign for Platina Comfortec 'Jhatka Mana Hai' In the TVC, the two Tanjore Dolls Gulabo and Paro are off on a bumpy ride. While Gulabo, perched on the Platina ComforTec, twirls gracefully, Paro, who is seated on some other bike, fails to survive the ordeal. The ad highlights the Platina ComforTec's promise of '20 per cent less jerks as compared to its competitors'. Bajaj's new campaign for Platina Comfortec 'Jhatka Mana Hai' Speaking about the campaign, Sukesh Kumar Nayak, executive creative director (ECD), Ogilvy & Mather, says, "We wanted to shift the focus of the communication from a mileage story to a comfort story. A compelling and memorable creative was therefore necessary to make the ad dramatic so that it registers in the minds of consumers." Bajaj's new campaign for Platina Comfortec 'Jhatka Mana Hai' Commenting on the challenges faced during the execution of the ad film, Nayak says, "This is a classic case of re-inventing a price sensitive category known for its functional benefits. Not talking about mileage in this category is a big shift." Bajaj's new campaign for Platina Comfortec 'Jhatka Mana Hai' The campaign targets people who travel long distances frequently, such as daily commuters, traders, and self-employed youth from small towns and rural India. The media plan has been designed in such a way that the television commercial communicates the product's benefits, the print ads amplify the message with more information on the features and availability, and on-ground activations help customers experience the comfort. Sumeet NarangSukesh Kumar Nayak According to Sumeet Narang, vice-president -- marketing, Bajaj Auto, Platina ComforTec addresses the need for comfort, which until now, has not been addressed, and which is a pain point for users. "Given the conditions of roads, particularly in rural areas, people have accepted discomfort as a part and parcel of riding a bike, and learned to live with it. Here, we saw a great opportunity for the brand," says Narang, adding, "While mileage is something a customer takes for granted while buying the Platina, it was now time to offer a second benefit, which no one is either offering or talking about." The demonstration of the bike will be held in more than 100 towns across the country. People will be urged to take the 'Comfort Challenge', wherein they will first ride their own bikes, and then ride the Platina ComforTec, with chest-mounted cameras, on specially designed tracks. This will capture the movement of the bikes and present the comfort proposition. Launched at a starting price of Rs 43,541, Bajaj Platina ComforTec competes with brands such as Hero Splendor Pro and HF Deluxe, Honda Dream Yuga, and TVS Sport. With a reworked suspension, seat, and foot pad, it claims to offer a smoother ride with 20 per cent less shocks and jerks as compared to other brands. Narang informs that in the 100cc segment, Bajaj Platina, with over 65 lakh customers, is currently the No.2 brand after Hero HF Deluxe. However, with Bajaj CT 100 also operating in the entry-level category, the two-wheeler giant is giving tough competition to Hero Motocorp in terms of volume, he claims. Smooth Ride Saji Abraham Saji Abraham, executive director at Lowe Lintas, finds the 'torture test' execution interesting. "It is also a clever strategy as it sidesteps the mileage debate while giving the consumer a fresh parameter to evaluate a bike," he says. Abraham, however, thinks that if the benefit is real, a more convincing demonstration could have been carried out. He makes his point with the example of the classic Union Carbide ad (1968) for an insulation material called 'Super Insulation' where a life was at stake. "That could have, perhaps, pushed the demonstration, which is still in the advertising space, into a far more believable territory," he remarks.