Brands
Online could deliver TV advertising: Starcom CEO Klues
SCOTSDALE, Arizona: The media-buying divisions of Publicis Groupe’s Starcom MediaVest Worldwide wants online media to be included in upfront buys and its CEO Jack Klues has called for more use of digital ad strategies. Klues gave this clarion call while addressing an audience of 500 online media buyers and sellers at the iMedia Summit being held in Arizona.
Starcom associates is broadening their upfront services this year to enable marketers to repurpose their TV advertising on the Internet, according to Klues. The owner of the world’s largest media-buying company mentioned that it was time to use online as a way to deliver television commercials for the clients.
Klues urged those who owned the most powerful pathway to consumers, that the industry has ever seen, to quantify it. He also urged online media owners to package their data and give media buyers a selling point they couldn’t refuse.
Traditional media strategists must work collaboratively with their online counterparts or risk being left behind as changes in the media landscape accelerate around them, was the warning given by Klues. He, however, conceded that many traditional and interactive media players consider TV to be a dinosaur which eats into budgets available for other traditional and new media.
Starcom CEO also admitted that offline might get more eyeballs but online gets the right eyeballs plus more immediate and measurable results.
Backing up his comments, Klues mentioned that research conducted by Starcom showed that young people view online news with better credibility as compared to that from offline sources. Starcom handles clients Nintendo and the US Army which rely heavily on online marketing programmes.
Brands
Philips Avent appoints Yami Gautam Dhar as brand ambassador
New campaign urges parents to choose science-backed sterilization over traditional boiling.
MUMBAI: Indian parents have long believed that boiling baby bottles keeps germs at bay, but Philips Avent is gently suggesting it’s time to turn up the heat on that tradition with science. Philips has launched a new campaign highlighting the importance of sterilization in infant care, positioning its Philips Avent Sterilizer as a more effective solution than the age-old practice of boiling. The campaign, which also announces acclaimed actor and new mother Yami Gautam Dhar as the brand ambassador for Philips Avent in India, draws on a powerful cultural insight: the deep-rooted Indian tradition of protecting children from the evil eye (nazar).
The film cleverly connects familiar customs such as using salt, chillies, applying a black tika, or evil eye bracelets with modern parenting realities. While these traditions offer emotional comfort, the campaign gently points out that they may not be enough to protect against germs and infections. Backed by a recent survey, Philips claims the Avent Sterilizer delivers up to 2X better germ protection compared to boiling, along with fewer reported illness episodes among infants.
Philips Personal Health, Country Head Shukla said many parents still rely on boiling without realising the difference in effectiveness. “Our survey findings indicate fewer reported infant illness episodes in homes using the Philips Avent Sterilizer. With this campaign, we want to empower parents with knowledge and solutions that combine science with care,” he noted.
Welcoming Yami Gautam Dhar, Shukla added that as a new mother herself, she brings authenticity and relatability to the message, balancing trusted traditions with informed choices.
Yami Gautam Dhar said motherhood makes every decision feel significant. “Learning about proper sterilization was an important part of my journey. The Philips Avent Sterilizer offers up to 2x better germ protection compared to boiling, making everyday baby care safer and easier. I’m proud to partner with a brand that supports parents in making informed choices.”
The Philips Avent Sterilizer is available across leading e-commerce and quick commerce platforms including Amazon and Firstcry, major baby care retailers, and select electronics stores across India.
In a country where protecting little ones is both a cultural duty and a daily ritual, Philips Avent is serving up a modern twist: keep the love, add the science because when it comes to germs, a little extra protection can go a long way.
