MAM
Changing nature of TV advertising in an interactive environment stressed at forum
MUMBAI: While in India interactivity in television is restricted to SMS, in the US it is a complex phenomenon for advertisers to deal with. Now you have a plethora of devices like the digital video recorder from Tivo which allows consumers to skip ads.
This will give rise to new business models in the American television advertising sphere. Some of the models that could work going forward were discussed at a seminar organised by 212NYC an interactive advertising organisation based in New York.
MSN’s Todd Herman was quoted in a report saying that one alternative for the ad community to guard against the ad skipping menace was to go online. For example MSN recently signed a deal with Fox Sports for content streaming. When a game is on users cannot skip a commercial. In the future MSN could give users the option of choosing the ads they wanted to see. What this alliance has done is to expand the online options for sports marketers. The site has personalisation options, interactive features and coverage of the biggest sporting events in the US. MSN claims to be attracting more than 350 million unique users worldwide per month.
Meanwhile OpenTV sales VP John Gee which deals with interactive television applications felt that television could still be an effective medium in the shifting landscape. He pointed out that advertisers have opportunities to embed interactive features in TV programming. For instance the company’s SpotOn product allows television ads to target certain set-top boxes.
Tivo’s Neil Strow noted that ad-skipping was prevalent. Tivo homes see users skip up to 80 per cent of commercials. The silver lining is that users also choose to watch long-form commercials placed by advertisers on the TiVo device. Some companies that have signed on with Tivo include beverage major Coca Cola.
For the uninitiated TiVo’s technology records TV programmes without the hassles of videotape. It lets users pause live TV, do instant replays and begin watching programmes even before the recording has finished. In the wake of its success other companies putting together a set-top box started doing the same thing. That of course is another story.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
