Brands
ASCI and Futurebrands launches ‘Wielding Influence, Nurturing Trust’ study at the #GetItRight Brand Influencer Summit
Mumbai: The Advertising Standards Council of India (ASCI), in partnership with Futurebrands, unveiled the ‘Wielding Influence, Nurturing Trust’ report at the #GetItRight ASCI Brand Influencer Summit 2023 in Mumbai on Monday. The report discusses the best ways for influencers to build lasting relationships with consumers so that influencer-led brand growth is equitable and profitable for all stakeholders.
The study brings together multiple perspectives that offer new insights into how influencers and brands can foster a culture in which they are genuine in their communication and build enduring engagement with consumers. The report highlights an opportunity for influencers to be engaged at earlier stages as stakeholders in the communication process. It also identifies six major influencer archetypes that allow for a more meaningful way to look at influencers than merely their followers or category affiliations. At a time when the creator movement is gaining significant momentum, the report provides a new paradigm of “informed trust” that allows for a ‘Trust Trinity’ that shapes effective production and consumption of content built on a foundation of authenticity and transparency. The study asserts that trust between consumers and influencers is the core of the relationship, and that it’s not a one-time event but a long-term process.
The summit saw a keynote address by ministry of consumer affairs secretary Rohit Kumar Singh. It hosted top influencers such as trans icon and influencer Sushant Divgikar, Indian fashion icon Masoom Minawala, digital creator and cultural ambassador for India Kamiya Jani, food writer and actor Kunal Vijaykar, digital content creator Viraj Gelani, young finfluencer Anushka Rathod and India’s skin-positive influencer Prableen Kaur.
Comedian, actor and musician, Vir Das enthralled the audience with his unique satirical one-liners during an engaging fireside chat with journalist Anuradha Sengupta.
The other sessions were anchored by prominent experts such as Mukta Lad, Parul Ohri and Subhash Kamath.
The day-long event was filled with discussions, case studies, workshops and mentoring sessions, and offered budding influencers opportunities to network and shape their careers.
The summit ended on a high note with participants mesmerised by the soulful music of Ankur Tewari in a special performance by Coke Studio Bharat.
ASCI CEO & secretary Manisha Kapoor said, “Besides laying down guidelines to protect consumers, ASCI is also committed to help the advertising ecosystem GetItRight, the study and the summit are a step in that direction. Influencers are brilliant, diverse minds that offer a new version of advertising that is excitingly different. Their content has led to connections with audiences in a way never seen before. It is important that trust, authenticity and transparency be the foundation for a sustainable creator economy, with consumer interest at the very core.”
The agenda for the ASCI Brand Influencer Summit 2023 included:
. Mentor Connect
. Keynote address by Shri Rohit Kumar Singh, Secretary, Ministry of Consumer Affairs
. Panel discussion on the ‘Wielding Influence, Nurturing Trust’ report and influencer marketing
. Decoding Effectiveness of Successful Brand-Influencer Partnerships by Knowledge Partner of the event BigBang.Social
. Category Spotlight Sessions: Recipe for Success (Food and Health), Up Close and Personal (Fashion and Beauty), Reaching for the Sky (Travel and Lifestyle) and Show Me the Money (Finance and Fintech)
. Future Gazing Session: a peep into the future of influencer marketing
. Circle of Trust: fireside chat with Vir Das
. Coke Studio Bharat performance
The event was co-sponsored by, Cipla Health, Colgate Palmolive, Diageo India, Mondelez International and Nestle India. Associate sponsors for the event included, Coca Cola India, Johnson & Johnson India, and L’Oreal India. Knowledge partner was Big Bang Social and Media Partner, DB Corp Ltd. The category spotlight session was sponsored by Danone India, ITC Ltd., Johnson & Johnson, Kotak Mahindra Bank, L’Oreal India, MakeMyTrip, Mamaearth, and Marico.
The co-sponsors of the event also co-sponsored the “Wielding Influence, Nurturing Trust” Report; other co-sponsors of the report included, Danone India, Godrej Consumer Products Ltd, ITC Limited, Mamaearth, and Red Bull India.
To access the full report, visit: https://ascionline.in/wielding-influence-nurturing-trust.pdf
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
