MAM
P&G, Ernst & Young, Pepsi opt for Ad-ID
MUMBAI :Marketing companies Procter & Gamble, Ernst & Young LLP and Pepsi have become the first to annouce their deal with the Ad-ID (Advertising Digital Identification) system.
Ad-ID is the new digital identification system for advertising designed by the American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA). It generates unique codes to accurately check scheduling, placement, billing, and to verify schedule details.
The system, currently in a beta test, is slated for a January launch. During the introductory period, efforts will be concentrated on gaining universal adoption of the Ad-ID system as the standard industry identifier.
The code system can be used in all digital media and across all digital environments,and will help companies identify advertising for all media and consisits of 12 character. It is anticipated that this software innovation will emerge to facilitate industry wide improvements and may also include real time verification, ROI analyses, and global campaign tracking.
In addition to generating unique codes, the Ad-ID system will also serve as a central, permanent repository of information about each advertisement. It will generate a database as to who created and produced it, where and when it is scheduled to run, and any clearance or legal issues, says an official release.
P&G, one of the early adopters of Ad-ID, was largely responsible for the creation of the ISCI coding system 32 years ago. P&G Global Marketing Officer Jim Stengel says Ad-ID will help the company ensure that the right message is delivered in the right context and at the right time to the consumers.
Brands
HP launches Smart Champs learning game show with JioStar for students
Sanya Malhotra hosts quiz series blending fun, learning and prizes
NEW DELHI: HP India has teamed up with JioStar to launch HP Smart Champs, a new learning-based game show designed to make education engaging for school students across the country.
Hosted by Sanya Malhotra, the 10-episode series brings together students from Grades 5 to 9, who compete in teams through quiz and puzzle-based challenges that test knowledge, logic and teamwork. The show will begin streaming on JioHotstar from April 11 and will premiere on Nick on April 18, with weekend episodes airing at 7 PM.
Powered by HP Smart Tank printers, the format integrates print-based learning into the gameplay, using worksheets, clues and visual problem-solving tools to encourage hands-on participation. The idea is to move students beyond rote memorisation and towards more applied, curiosity-led learning.
The competition promises high stakes, with winners set to receive a cash prize of Rs 10 lakh, while runners-up will take home Rs 5 lakh. Additional rewards include HP AI laptops, Smart Tank printers and accessories, while the winning school will be awarded an HP Smart Tech Lab.
Speaking about the initiative, HP India managing director Ipsita Dasgupta said, “At HP, we believe nurturing India’s youth is key to the country’s progress, and technology plays a foundational role in enabling this. With HP Smart Champs, we wanted to create something beyond traditional learning, a fun-filled platform where curiosity, creativity and critical thinking take centre stage.”
On the show’s reach, JioStar head entertainment sales Mahesh Shetty said, “HP Smart Champs reflects how children today learn through exploration and experience. With Nick and JioHotstar, we are creating a multi-screen approach that is both engaging and meaningful.”
Highlighting the role of print, HP India senior director print Satish Kumar said, “The show brings print-based learning to life in an engaging format, helping students develop deeper understanding through hands-on experiences.”
The journey to the finale began with participation from over 1,000 schools across 26 cities, narrowing down to 34 finalists who will compete in a studio showdown in Mumbai.
With its blend of entertainment, education and technology, HP Smart Champs is positioning itself as more than just a quiz show. It is a nationwide push to make learning interactive, accessible and, above all, a lot more fun.
