MAM
PAD wins digital marketing mandate for ITC Aashirvaad Spices
Mumbai: ITC Aashirvaad Spices, a prominent name in the Indian spice industry, has chosen PAD as their trusted partner for an all-encompassing solution that includes packaging and launch campaigns for their upcoming product line. PAD has also been awarded the responsibility of managing its digital marketing mandates for the regions of Andhra Pradesh, Telangana and Karnataka.
PAD will orchestrate the introduction of their upcoming spices into the market, employing dynamic launch campaigns. These campaigns will blend a creative mix of marketing, advertising, and promotional efforts, with the objective of generating a buzz and cultivating interest among the target audience. Moreover, the approach will be meticulously region-specific, centring on the authentic essence of each locality. This region-focused strategy is poised to not only reach the target audience but, more importantly, to foster a profound resonance with their culture, thereby nurturing a robust and enduring connection with the local communities.
Furthermore, PAD will manage Aashirvaad Spices’ digital marketing mandates in the regions of Andhra Pradesh, Telangana, and Karnataka. Loose spice mixes in India are a fast-growing category, particularly in urbanized regions like Andhra Pradesh, Telangana, and Karnataka, where ITC Foods Group has a strong presence. This comprehensive approach includes overseeing the brand’s online presence across various digital platforms, curating engaging content, implementing effective digital campaigns, and closely monitoring the brand’s online reputation. The aim is to enhance Aashirvaad Spices’ digital footprint, ensuring that it aligns with the preferences and aspirations of its local customer base.
PAD Digital business head Tej Naidu shared, “Our collaboration with Aashirvaad Spices is particularly captivating, driven by their unwavering dedication to quality and innovation. This synergy is pivotal in cultivating regional awareness. Our approach prioritizes the creation of region-specific strategies, allowing us to tap into the genuine essence of each area. By incorporating local languages, we deepen the impact and effectiveness of brand communication with the audience. These collective efforts pave the way for heightened brand visibility, expanded market share, increased audience engagement, and, above all, unwavering brand loyalty. Our association with Aashirvaad Spices underscores our commitment to delivering culturally authentic experiences in vibrant regions.
PAD CEO and managing director Gautam Reddy stated, “At PAD, we are thrilled to be chosen as the strategic partner for Aashirvaad Spices. This partnership presents a wonderful opportunity to infuse creativity into their brand and create campaigns that will resonate with their audience.”
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
