InspiRAYtion: Schrodinger’s Agency

Make no mistake, creativity is like watching for a ship at night. If you look for it dead ahead, you will never spot it. But if you’re relaxed and looking sideways, you’ll catch it. (Image: manja-vitolic via Unsplash)

“If you were somewhat awake through school, you’d know about Schrodinger’s Cat. Advertising being at the intersection of Commerce and Art, renders all agencies Schrodinger’s Agencies,” writes Rayomand J Patell in this week’s InspiRAYtion.

Unified system to address misleading ads underway

Rather than a move away, experts foresee a recalibration of expectations, with clients seeking more transparency and agencies responding with stronger governance and accountability from media buying agencies, after the CCI probe into ad firms.

Single system will help the government to streamline customer complaints because the current framework of multiple redressal platforms cause delays.

BMC releases ad hoarding policy; Revises SOPs, specifies liability

Both the Maharashtra government and the Bombay High Court have come down heavily on the illegal ad hoardings.

The new draft released by BMC on outdoor advertising policy includes insurance cover up to Rs 1 crore; DOOH provisions include prohibiting video content in the right of way and multiple static images with a dwell time of a minimum of eight seconds.