MAM
Trai paper on ad time cap should have grievance redressal system
NEW DELHI: The income a pay (encrypted) channel earns from advertisements should be linked to the subscriber income, thus making it mandatory that broadcasters earning high subscription are forced to reduce the advertisements, according to the Consumer Education and Research Society (CERS).
The CERS, a consumer rights body, has also demanded that the Telecom Regulatory Authority of India should make provisions for a grievance redressal mechanism for TV viewers and the consumers of cable TV. In case a TV channel flouts the Trai norms, there must be a simple and easy- to-use mechanism to handle consumers’ complaints.
The comments of the CERS are contained in a letter to Telecom Regulatory Authority of India (TRAI) Advisor (B&CS) Wasi Ahmad with regard to the recent consultation paper issued by the regulator on advertisements on the electronic media.
When pointed out that the Advertising Standards Council of India has a system of monitoring advertisements, CERS chief general manager Pritee Shah told indiantelevision.com that Asci only dealt with content and not duration of ad space.
In the letter, Shah who is also Editor of ‘Insight’ said consumers would not like to compromise their TV viewing experience if they pay for the service.
While welcoming the suo motu initiative of Trai in this regard, the CERS said the proposed stipulations do not mention any norms for the local cable operators who continuously show ads in addition to regular ads shown by channels.
It said for children-specific channels and programmes, the ad duration should be further decreased from 12 minutes for free to air channel and six minutes for pay channels to six minutes for FTA channel and 3 minutes for pay channels. Advertisers target children – who are more susceptible to false and misleading claims shown in TV ads – to influence the purchasing decision of parents. In Australia, she said the restriction on ads is very stringent, where no commercial may be broadcast in the pre-school children’s classification zone. In New Zealand, TV ads are banned on Christmas day, Good Friday, Easter Sunday, etc., and also advertising of unhealthy products like alcohol is banned.
Shah suggested that similarly, Trai may also curb TV ads during festivals like Diwali, Holi, Christmas, Eid and New Year. Heavy advertising during the festivals leads to over consumption and wastage of resources, which is against the principles of sustainable living, she said.
Inserting ad breaks during a live show/ programme reduces its viewing experience. Similar to sports events, advertising should only be inserted at natural breaks in programmes such as concerts and live events. She pointed out that Norway has a similar provision on ad breaks.
CERS has said the proposed stipulations under section 1.23 of the consultation paper are commendable and they should be implemented strictly. “The release of the consultation paper has not been publicised in the media. Only the Trai website visitors are aware of the document and the proposed changes in the rules for advertising on TV channels. Consumers and viewers of TV channels are the single largest stakeholder group and they must know the development. Trai should first publicise the consultation paper and the proposed stipulations through the media,” Shah said.
The efforts of Trai would make a difference if people know the new guidelines. “Once the stipulations are finalised, Trai should ensure that every TV viewer knows them, so that they can act like a watchdog,” Shah added.
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
