Category: Advertising

Firm offers AI-powered assistance to advertisers dealing with SC’s directive on self-declaration certificate

The survey reveals that Indian businesses are optimistic about the future, especially with the advent of generative AI (GenAI). (Photo: Unsplash)

Gurugram-based mFilterIt has come out with an AI-powered solution, to empower companies to protect their brands, maximize campaign effectiveness, and achieve their marketing goals

Nykaa Fashion’s latest campaign ‘Stay Stylish’ draws inspiration from reverse fangirling

As part of the campaign's debut digital film, Janhvi is deeply engrossed in a chilling horror sequence when she abruptly brings the shoot to a standstill. What captures her attention amidst the eerie atmosphere? Nykaa Fashion’s outfit on the Assistant Director. She couldn’t resist her question – Where’s your outfit from? In a twist of fate, a hair-raising moment turns into an unexpected fan-girl encounter.

Commenting on the campaign, Nihir Parikh, CEO, NykaaFashion.com said, “With a curated collection from 650+ international brands and beloved homegrown favourites, we’ve got everything one needs to stay ahead in the fashion game.”

India’s self-declaration mandate: A win for consumers, a burden for marketers?

Over time, the mandate could drive a broader evolution within the advertising industry towards higher ethical standards and greater self-regulation. This evolution could lead to the development of industry-wide best practices, fostering a more mature and responsible advertising ecosystem, writes Yasin Hamidani, Director, Media Care Brand Solutions.

The mandate will also create a level of playing field by holding all advertisers to the same standards. This can prevent unethical practices that give some companies an unfair advantage, writes Yasin Hamidani, Director, Media Care Brand Solutions.

D2C brands take direct hit, influencer agencies ‘not fully aware’ of self-declaration certificate mechanism

The survey reveals that Indian businesses are optimistic about the future, especially with the advent of generative AI (GenAI). (Photo: Unsplash)

While the influencer marketing agencies are still grappling with the SDC mechanism, not entirely aware of the Order; direct-to-consumer brands have been significantly impacted on the front of user-generated content and daily creatives.

Despite 10K ‘self-declaration certificates’ uploaded, it’s not ‘business as usual’ for advertisers

Majority of brands are cautious and are taking a wait-and-watch approach towards this new mechanism. Furthermore, some are also waiting for the first movers to pick up the baton and work towards it. (Photo by Firmbee.com on Unsplash)

The Supreme Court directive to upload a ‘self-declaration certificate’ for every ad has significantly reduced the volume of ads for advertisers. They prefer to err on the side of caution at the moment, but they also face challenges from a ‘laggy and cumbersome’ mechanism.