MAM
SC recognises ASCI role
MUMBAI: The Supreme Court of India (SC), in its recent judgement titled “Common Cause (A Regd Society) v Union of India and Ors”, affirmed and recognised the self-regulatory mechanism put in place for advertising content by The Advertising Standards Council of India (ASCI).
The SC agrees that ASCI serves as an effective pre-emptive step to statutory provisions in the sphere of media regulation for TV and Radio programmes in India.
In its judgment, after carefully analyzing the provisions of the Cable TV Act and Rules, as well as the submissions presented by the central government regarding the necessity of self-regulation in media, the court concluded that the current regulatory mechanism involving both statutory and self-regulatory system serves as a sufficient media content regulator and needs no interference. The grievance redressal platform provided by self-regulatory bodies like ASCI, therefore, function as the first step for aggrieved consumers against content in the media which might not be in line with the existing laws.
Commenting on the Supreme Court’s directive, ASCI chairman S K Swamy said, “It’s a moment of pride and honor for ASCI to have received the highest form of recognition from the Supreme Court of India. This is extremely encouraging as this order endorses ASCI’s processes for self-regulating advertising content and therefore, motivates us further to strengthen our efforts towards protecting the legitimate interests of consumers from misleading, indecent, harmful and unfair advertisements.”
Brands
India Gate spices up Gujarat with bold OOH pulav campaign
Campaign targets core 25–55 audience with data-driven media planning
GUJARAT: India Gate, the flagship basmati rice brand of KRBL Limited, has partnered with WPP Media to execute a high-visibility out-of-home campaign supporting the launch of its new pulav variant across Gujarat.
The outdoor-led rollout spans Ahmedabad, Surat, Vadodara, Rajkot, Gandhidham, Navsari and Visnagar, reinforcing India Gate’s presence in a state with a strong affinity for pulav.
The campaign forms part of a broader integrated communication strategy across outdoor, television and digital platforms, aimed at delivering sustained visibility and high recall during the launch window.
A centrepiece of the activation is a large-format outdoor innovation on Sindhubhavan Road near Oxygen Park in Ahmedabad, along the busy stretch connecting SP Ring Road and SG Road. The installation features a larger-than-life steaming bowl of pulav, designed to visually convey aroma, freshness and flavour while dominating one of the city’s most trafficked corridors.
WPP Media anchored the plan in data-led site selection, using proprietary tools and audience impact measurement scores to identify high-density target locations. The strategy was further supported by Orbis to optimise reach and frequency within the core 25–55 age group over a short burst period. The campaign went live on 2 February, 2026 and runs until 20 February, 2026.
India Gate vice president – marketing and organised trade Kunal Sharma, said the integrated approach helped bring the product’s taste and aroma alive in a market that has a strong cultural connection with pulav.
WPP Media India head of media solutions Ajay Mehta, said the objective was to combine stopping power with cultural relevance, using outdoor as a high-impact anchor within an integrated media ecosystem.
