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<ul><li><keyword id="169284" type="ORGANIZATION" weightage="20" keywordseo="ASCI">ASCI</keyword> enters the next phase of evolution, unveils a new brand identity.</li><li>Advertising industry body invests in technology-led future to become more responsive, dynamic and inclusive.</li></ul>Freshfrom a series of new initiatives such as the <keyword id="11341642" type="UNKNOWN" weightage="20" keywordseo="Influencer-guidelines">Influencer Guidelines</keyword>, asci.social, the Guidelines for Online Real Money Gaming, the <keyword id="120108" type="ORGANIZATION" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI) has unveiled a new brand identity to reflect the agenda of becoming future-facing and more inclusive. ASCI has always been the conscience keeper of the Indian advertising industry, and in this new phase, it aims to expand its offerings and services that will help advertisers balance creativity and responsibility. In addition to its time tested and robust complaint management system and process, the three new dimensions of ASCI’s future activities are: 1.Helping advertisers with services that help them “get it right”. These include advisory services and research-based insight studies. ASCI has already embarked on a massive study <keyword id="11830844" type="UNKNOWN" weightage="20" keywordseo="gendernext">GenderNext</keyword>, that looks at gender depiction in advertising, and aims to provide new starting points for advertisers for more progressive gender depictions. ASCI is also in the process of overhauling its Advertising Advisory service, which will support advertisers at the pre-production stage. This approach will provide the necessary thought leadership, provocations and support to the advertising ecosystem to create more responsible advertising. 2.Gearing up for the digital age: ASCI recognizes that with the digital age, not only are consumers seeing more ads on the digital media, but also their expectations and interactions with advertisements and the media world is changing. The industry has reorganized itself to reflect this new reality. The coming together of marketing and information technology is determining how advertisements get created and consumed. Updating our guidelines and procedures to keep consumers safe in the digital age is of paramount focus for ASCI 3.Deployment of technology: Use of technology tools, machine learning and AI systems to track and measure advertising content is going to be a critical part of ASCI, going forward. Technology will help ASCI be more vigilant, more real time in overseeing the sheer explosion of advertising content. Deployment of technology in its complaint management system will also enable a smoother interaction between consumers, industry and other stakeholders with ASCI. <keyword id="212022" type="PERSON" weightage="20" keywordseo="Subhash-Kamath">Subhash Kamath</keyword>, Chairman, ASCI, said: “ASCI has stepped into the next phase of challenges that impact the interests of consumers in new ways. With new-age challenges posed by the digital age, it is imperative for ASCI to take a leap into becoming a contemporary thought leader and add greater value to consumers, industry and all our stakeholders. The new logo represents this very interesting phase of ASCI’s journey, and the vibrant and optimistic outlook of responsible advertising. Our ideology and aim remain unchanged; however, we are now on the path to becoming a more dynamic and future facing organization.” <keyword id="1112320" type="ORGANIZATION" weightage="20" keywordseo="KV-Sridhar">KV Sridhar</keyword>, Chief Creative Officer (Global), <keyword id="11830843" type="UNKNOWN" weightage="20" keywordseo="nihilent-ltd">Nihilent Ltd</keyword>, which designed the logo, said: “The colourful logo palette denotes the vibrancy of advertising and communication itself, as well as the diversity of ASCI’s stakeholders who have taken the oath to self-regulate and create ads with responsibility. The idea of creativity with responsibility is central to ASCI. The logo also reflects the dynamic nature of media platforms and the newer interesting ways in which communication is being created and consumed today. The elegant and inclusive font reflects an organization opening up to newer kinds of stakeholders, an organization that is collaborative and demonstrates leadership in bringing together the needs of different stakeholders. It signals that ASCI is gearing up towards this fast evolving and dynamic environment of consumers and advertising. Advertising veteran Roger C B Pereira, Founder Member, ASCI, said: The world today is remarkably different from when we started ASCI in 1985. However, what is noteworthy is that the twin principles of consumer protection and fostering creativity remain unchanged.

ASCI unveils a new brand identity to reflect the agenda of becoming future-facing and more inclusive

<ul><li>In our series, BTS with Insiders, we take a walk down memory lane, and give you an insider's view of some of the most iconic Indian ads.</li><li>This week <keyword id="1112320" type="ORGANIZATION" weightage="20" keywordseo="KV-Sridhar">KV Sridhar</keyword>, Global Chief Creative Officer of Nihilent Hypercollective takes us back in time and tells us some brilliant stories from the sets of Taj Mahal Tea's Waah Taj, Saint Gobain's Invisible Glass while he also talks about the <keyword id="9297051" type="UNKNOWN" weightage="20" keywordseo="Fevicol-bus-ad">Fevicol Bus ad</keyword> that he considers to be one of his most favorite campaigns. </li></ul> KV Sridhar aka Pops has been a part of the Indian ad industry for about 42 years now. Unsurprisingly, he is a chronicler of all things advertising in India. With his book 30 Second Thrillers that he launched a few years back, Pops took us behind-the-scenes of some of the most iconic ads our country has seen. We tried to do something similar on our show BTS with Insiders. Currently the Global Chief Creative Officer of Nihilent Hypercollective, Sridhar is a treasure-trove of anecdotes from the fascinating world of advertising and he regaled us with some stories during our conversation too. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Taj Mahal Tea’s Waah Taj In the latter half of the 80’s, Brooke Bond’s Taj Mahal Tea was facing a slowdown in terms of growth. The brand’s advertising, like most other brands during those days, was completely westernized. The task at hand for the brand at that time was to make the brand more Indian, and therefore more relevant and appealing to a far wider set of audience. KS Chakravarthy who the ad world lovingly calls Chax, has been Pops’ long-term partner. So the two of them along with account planner Dhiren Chadda used to work on the brand. Chadda had, time and again, told Pops that there was a need to attune the brand to middle-class Indian sentiments. And he used to say, “It should be fine and refined like a Chiffon saree.” However, Pops shares that his idea of Indianness was very different. “I wanted it to be like a cotton or a jute saree, which is the fabric of India,” he explained. The agency wanted to Indianize the brand as well as make a statement that its quality is impeccable. And that is where <keyword id="8925" type="PERSON" weightage="20" keywordseo="Zakir-Hussain">Zakir Hussain</keyword> came into the picture. Pops added that Hussain and his tabla were an analogy for the perfectionism that goes behind making the perfect tea, and the critical role of a tea-taster. And while not many people knew what Zakir Hussain looked like (since TV was just making an entry into Indian homes and most people had heard the maestro on the radio till then), Pops said that he was completely Indian in the way he looked, smiled or when it came to his music. Pops also shared some treasured moments from the time they filmed the ad, when Hussain played ‘Happy Birthday to you’ on the tabla for Chax whose birthday fell during the shoot days. “Those days, it took us a lot more time to finish work on films. But at the end of the day, if we enjoy doing it, people will enjoy watching it. Even today, Zakir Hussain says people use <keyword id="9297050" type="PERSON" weightage="20" keywordseo="waah-ustad">Waah Ustad</keyword> when he performs and he secretly cherishes being called that,” shared Pops. Saint Gobain’s Invisible Glass This was an ad that Saint Gobain did in around 2000. At that time, Pops was a part of Lintas. On a trip to their Chennai office, he discovered that the creative team there had spent all the money that the client had given them on the announcement of a factory inauguration on double spread newspaper ads. And the remaining money was then used on newspaper campaigns announcing a visit by the French ambassador. “That’s when I realized they had used up their 2 years’ budget in 2 days. I felt very bad and asked the team to take me to the client. Lintas is the most audacious agency I’ve ever worked with. I went to the client. B Santhanam was the Managing Director of the brand. And I apologized to him. I told him we had wasted the money and this is not the way we use available funds. I told him we needed to build the brand and make sure the right people know about your brand. There was a need to tell people about the products they were making, it was our job to turn those products into brands. So I told him, tell me what money you have and we will try and make up for the silliness we have done,” shared Pops. That’s how one of the brand’s most well-known campaigns in India came about. “We did this commercial at a time when the average cost of each commercial used to be between Rs 30-60 lakh. However, I produced this commercial for 6 lakh with one of the best directors we have, <keyword id="271660" type="PERSON" weightage="20" keywordseo="Ram-Madhvani">Ram Madhvani</keyword>. We shot the ad in Renaissance Hotel in Powai. The woman in the ad was actually a carpet exporter with a permit to work. She did the film almost for free. The two men in the ad are actually cooks in roadside carts. We virtually spent nothing on the ad, we had actors, we created an original music track. Suzanne Caplan Merwanji, who is one of the most well-known production stylists in Bollywood styled the film for us. Everybody did it because I said there was no money, and they wanted to do it for me. Ram used to call it a Pops Relief Fund,” added he with a laugh. The strategy was to own a generic benefit and talk about what they are good at. The strategy worked, and did wonders for the brand. “We shot the ad in less than 8 hours but it went on to make them one of the most successful brands in the company. We wanted to make it look international because it was the first time a brand came to India and said it wanted to look international. Otherwise most brands would say they wanted to sound and look Indian. But we had to desperately do this because a lot of dealers used to think that its an Indian company and they used to think the name of the company was Sant Gobin and that it was a Ludhiana-based company. So we added that international touch and the ads that followed also had a bit of an international look and feel,” added Pops. On <keyword id="6375200" type="UNKNOWN" weightage="20" keywordseo="PIYUSH-PANDEY">Piyush Pandey</keyword>’s Fevicol Bus ad While every episode creators talk about three ads they have worked on, Pops said he also wanted to talk about one of his most favorite ads of all times. And that’s how we got talking about Fevicol’s Bus ad, that has to be one of the most iconic ads created by Piyush and <keyword id="1397913" type="PERSON" weightage="20" keywordseo="Prasoon-Pandey">Prasoon Pandey</keyword> for brand Fevicol. “I love advertising and I consider myself belonging to the family of Indian advertising. This is one ad I have loved because of the craft of it. All Fevicol ads are brilliant but this craftsmanship is flawless. That year when this campaign was released, I was a part of a lot of international juries and I had spoken about the culture of India and why this was so relevant and I defended the ad at a lot of juries,” he reminisced. About what he found unmatched about this ad, Pops said, “Apart from the colourful world that the ad creates, there are a few more things I like about the ad. The ad was shot in Pushkar which is a favorite place of both Piyush and Prasoon because its half the coloufulness of Rajasthan and half desert. But there were a lot of stories. There were close to 120 people sitting on that bus, with animals as well. But it wasn’t just about getting people, it was also about placing people where they were placed. The bus needed to sway to make the entire thing more beautiful. They could only shoot for 3-4 hours in the day to get the perfect light. So to get the sway, they dug the road, but it did not exactly sway. They then put speed breakers but even that did not make the bus sway the way Prasoon wanted it. Then they went and created ditches on alternate sides, leaving some gap. And that’s what made the bus sway the way it did in the film.” The effort which went into making the campaign made it what it is, and even today Fevicol’s Bus ad is one of the most iconic gems to come out of Indian advertising.

#BTSwithInsiders: When KV Sridhar spoke to us about the ads closest to his heart

<ul><li>This year saw many new-age platforms invest on <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword>. Now with its suspension, brands are reworking on their marketing strategies for the ret of the year.</li><li><keyword id="10245463" type="COMPANY" weightage="20" keywordseo="coinswitch-kuber">CoinSwitch Kuber</keyword>, which saw its registrations go up by 4X after its IPL ads, now wants to focus on creating unique campaigns that would get crypto mainstream attention like mutual funds or stocks do, engage with thought-leaders in the finance space and come up with more social media-led influencer marketing to reach out to its target audience, <keyword id="10180576" type="PERSON" weightage="20" keywordseo="ashish-singhal">Ashish Singhal</keyword>, CEO and Co-founder, CoinSwitch Kuber. </li></ul>Every year, the <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) becomes an advertising blitzkrieg that more and more brands want to invest in. Owing to the fact that the league has massive following across the country, it becomes one of the most effective properties to associate with, if you are trying to build awareness amongst consumers. For the last two years, we have been seeing more and more digital-first brands come on board as advertisers and sponsors to make the most of this advertising extravaganza and this year was no different. This year, Star Sports, the official broadcaster of the VIVO IPL 2021 had roped in 18 sponsors and over 100 advertisers across multiple brand categories. We saw several new-age brands from categories ranging from e-commerce, gaming, edu-tech and e-wallets go all out with high-decibel campaigns. Even brands from categories like <keyword id="11278990" type="UNKNOWN" weightage="20" keywordseo="crypto-investment">crypto investment</keyword> platforms joined the brandwagon, to educate people about its offerings and build awareness among its target audience. This year, CoinSwitch Kuber, a crypto investment platform, launched its IPL campaign right at the start of the league on Disney+ Hotstar. The campaign, ‘Trade Kar, Befikar’ which featured actor <keyword id="696531" type="PERSON" weightage="20" keywordseo="Kunaal-Roy-Kapur">Kunaal Roy Kapur</keyword> had been conceptualised by KV Sridhar aka Pops-led Nihilent. The brand was the first from the space to launch an extensive campaign. The ad was aimed at young, tech-savvy Indian consumers who are open to experiment when it comes to investments. Its attempt was to evangelize cryptocurrencies as an alternate asset class and build equity amongst Indian investors. While the aim was to build awareness around the platform with the IPL campaign, the league's suspension brought the brand's plans to a halt. However, it already has a plan in place on how it wants to reach out to its audiences now. We recently caught up with Ashish Singhal, CEO and Co-founder, CoinSwitch Kuber to understand the brand's strategies to grow its presence in the segment. We also spoke to Singhal about its marketing plans, now that there is an uncertainty about whether IPL will be played at all this year. Here's what he had to say: Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Cryptocurrency is still very new as an investment option in India and people aren't really sure how it all works. What has your experience been so far? How have you been educating consumers?" text="Q) Cryptocurrency is still very new as an investment option in India and people aren't really sure how it all works. What has your experience been so far? How have you been educating consumers?">Q) Cryptocurrency is still very new as an investment option in India and people aren't really sure how it all works. What has your experience been so far? How have you been educating consumers?</cmsannotation> Cryptocurrencies in India are still at a very nascent stage but have been gaining a lot of traction lately. As a platform, we have been heavily investing in user education. A huge chunk from our recent funding rounds would go towards providing investors with the right information about cryptocurrencies, clarifying their most common doubts and explaining how they can safely invest in this new asset class. We have recently launched a slew of initiatives including video campaigns, Ads on Disney+ Hotstar, partnership with OTT platforms like TVF. Along with this, we are also revamping the content on our blog KuberVerse and YouTube channel to educate our users about crypto, investing and blockchain. We have increased the usage of infographics in our communication for easy understanding and have tried to incorporate vernacular content as well. <cmsannotation type="cmsannotation" annotationid="Q) Your ads had been running from the very beginning of IPL. What kind of response did you get? Was there a visible increase in your download numbers post IPL?" text="Q) Your ads had been running from the very beginning of IPL. What kind of response did you get? Was there a visible increase in your download numbers post IPL?">Q) Your ads had been running from the very beginning of IPL. What kind of response did you get? Was there a visible increase in your download numbers post IPL?</cmsannotation> The response to our ads has been great. It was our effort to create greater visibility and awareness for crypto as an asset class. This,along with the simplicity that our platform offers has attracted a lot of users. CoinSwitchKuber’s registrations have gone up by 4x. <cmsannotation type="cmsannotation" annotationid="Q) What part of your annual marketing budget had you invested on IPL?" text="Q) What part of your annual marketing budget had you invested on IPL?">Q) What part of your annual marketing budget had you invested on IPL?</cmsannotation> We had planned to allocate 20% of our annual marketing budget to this. <cmsannotation type="cmsannotation" annotationid="Q) With the suspension of IPL, what will your marketing strategy for the rest of the year look like?" text="Q) With the suspension of IPL, what will your marketing strategy for the rest of the year look like?">Q) With the suspension of IPL, what will your marketing strategy for the rest of the year look like?</cmsannotation> With IPL cancelled halfway through, we are exploring other swim lanes to gauge user attention and educate them about crypto. Our strategy would now revolve around the following: 1) We will fundamentally focus on understanding users about their needs and how their needs are evolving. 2) Focus on unique campaigns that would get crypto mainstream attention as mutual funds or stocks do. 3) Engage with thought-leaders in the finance space. 4)Social media-led influencer marketing will be important for us. <cmsannotation type="cmsannotation" annotationid="Q) It's been close to a year since the launch of CoinSwitch Kuber. Walk us through your experience so far. What kind of uptake have you seen so far?" text="Q) It's been close to a year since the launch of CoinSwitch Kuber. Walk us through your experience so far. What kind of uptake have you seen so far?">Q) It's been close to a year since the launch of CoinSwitch Kuber. Walk us through your experience so far. What kind of uptake have you seen so far? </cmsannotation> Within just 10 months of our launch, CoinSwitch Kuber has become India’s largest cryptocurrency investment platform. In the last 3 months, we have registered a growth of 400%. We are backed by some of the leading investors such as Tiger Global, Paradigm, Ribbit Capital and Sequoia India, some of who have played a key role in building the global crypto industry. At present, we have over 5 million users on our platform and hope to onboard 15 million users by the end of this year. We also plan to double our team headcount from 150 to 300. <cmsannotation type="cmsannotation" annotationid="Q) Can you give me a sense of your consumer demographics, in terms of age, gender, geographies? Do you anticipate people from smaller cities will open up to investing on your platform too, in the near future?" text="Q) Can you give me a sense of your consumer demographics, in terms of age, gender, geographies? Do you anticipate people from smaller cities will open up to investing on your platform too, in the near future?">Q) Can you give me a sense of your consumer demographics, in terms of age, gender, geographies? Do you anticipate people from smaller cities will open up to investing on your platform too, in the near future?</cmsannotation> While the majority of our users are below 35, we have also been witnessing a lot of traction from senior citizens and users above 45 years of age who are keen to explore this asset class. Interestingly, as much as 45% of users come from smaller cities (Tier 2 and Tier 3). <cmsannotation type="cmsannotation" annotationid="Q) People are still trying to find their way around cryptocurrency. How safe is it for people to invest in cryptocurrency, considering the government hasn't yet come up with clear guidelines?" text="Q) People are still trying to find their way around cryptocurrency. How safe is it for people to invest in cryptocurrency, considering the government hasn't yet come up with clear guidelines?">Q) People are still trying to find their way around cryptocurrency. How safe is it for people to invest in cryptocurrency, considering the government hasn't yet come up with clear guidelines?</cmsannotation> Investing in cryptocurrencies is similar to investing in any other asset class and one should invest the amount basis their risk appetite, a fact that holds true for stocks as well. When regulated, crypto will immensely contribute towards the Indian economy and we are hopeful that the regulators are taking cognizance of this fact.

After our IPL campaign, registrations have gone up by 4X: Ashish Singhal, CoinSwitch Kuber

<div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image"><a title_source="Conway Chamber of Commerce / YouTube" title_caption="Acxiom CEO Scott Howe." class="zoomin" href="https://static-ssl.businessinsider.com/image/5374b33a6bb3f7c171360e25-960/scott-howe-3.png"></a><a href="https://www.youtube.com/watch?v=ADEV8vgrm_E">Conway Chamber of Commerce / YouTube</a>Acxiom CEO Scott Howe.</div></div></div>Good morning, AdLand. Here's what you need to know today:
Data management giant Acxiom <a href="http://www.adexchanger.com/data-exchanges/acxiom-to-buy-liveramp-for-310m/">will acquire B2B software company LiveRamp</a> in a deal worth $310 million. LiveRamp's software helps companies match their offline customer data with online audiences to better target their <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>. LiveRamp CEO Auren Hoffman says his company <a href="http://blog.liveramp.com/2014/05/14/acxiom-signs-agreement-to-acquire-liveramp/">will continue to work with its existing data management clients</a> and hopes to work with "every marketing application in the world."
Ogilvy &amp; Mather New York <a href="http://www.mediabistro.com/agencyspy/ogilvy-appoints-new-ed-of-content-production_b65556">hired Jenny Gadd as executive director of content production</a>. Gadd most recently served as head of integrated production at Johannes Leonardo.
Freelance creative director Paul Caiozzo <a href="http://adage.com/article/agency-news/goodby-appoints-paul-caiozzo-n-y-ecd/293216/">joined</a> Goodby, Silverstein &amp; Partners. Caiozzo will start off working on the Comcast/XFINITY account, but his role will also include drumming up new business for the agency.
TD Ameritrade <a href="http://www.adweek.com/news/advertising-branding/havas-unit-wins-td-ameritrades-creative-account-157621">tapped Havas Worldwide to be its lead creative agency</a>. TD Ameritrade's annual media spend is estimated to be $100 million.
Cognac brand Remy Martin <a href="http://www.campaignlive.co.uk/news/1294287/remy-martin-seeks-global-ad-agency/">is looking for a new global advertising agency</a>.
Heinz <a href="http://adage.com/article/agency-news/heinz-taps-ipg-omnicom-shops-global-media/293214/">chose UM to run its media buying and planning in the U.S. and Canada</a>, and Omnicom Media Group to run its international business.
Intuit <a href="http://adage.com/article/btob/intuit-small-businesses-national-ads/293219/">made commercials for the three runner-up semifinalists</a> in its Super Bowl ad giveaway contest: egg producer Locally Laid Egg Company, fertilizer company POOP-Natural Dairy Compost, and all-natural dogfood maker Barley Labs. The accounting software company paid for a commercial for girls building toy company GoldieBlox during this year's game.
SapientNitro <a href="http://www.mediabistro.com/agencyspy/sapientnitro-names-new-chief-creative-officer-for-india_b65534">named KV "Pops" Sridhar to the post of CCO in India</a>. Sridhar was most recently CCO at Leo Burnett - India &amp; Subcontinent.
Previously on Business Insider Advertising:
<ul>
<li><a href="http://www.businessinsider.com/big-food-is-fighting-a-frozen-foods-crisis-2014-5">Big Food Is Fighting A Frozen Foods Crisis</a></li>
<li><a href="http://www.businessinsider.com/ginny-bahr-ad-agency-jwts-longest-serving-employee-2014-5">Meet Ginny Bahr: She Has Worked At Ad Agency JWT Since The 'Mad Men' Era And Isn't Quitting</a></li>
<li><a href="http://www.businessinsider.com/lets-face-it-dick-costolo-has-lost-his-grip-on-the-twitter-story-2014-5">Let's Face It, Dick Costolo Has Lost His Grip On The Twitter Story</a></li>
<li><a href="http://www.businessinsider.com/ikeas-new-family-tree-ad-2014-5">Ikea's New Ad Puts A Twist On The Traditional Family Tree</a></li>
</ul>

Big Data Giant Acxiom Makes $310 Million Acquisition [THE BRIEF]

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ASCI unveils a new brand identity to reflect the agenda of becoming future-facing and more inclusive

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#BTSwithInsiders: When KV Sridhar spoke to us about the ads closest to his heart

Samarpita Banerjee

After our IPL campaign, registrations have gone up by 4X: Ashish Singhal, CoinSwitch Kuber

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Big Data Giant Acxiom Makes $310 Million Acquisition [THE BRIEF]

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