MAM
ASCI accepts ‘paid partnership’ tag on Instagram
Mumbai: The Advertising Standards Council of India (ASCI) has declared that the paid partnership tag that influencers carry in their advertorial posts on Instagram meets the principles of the ASCI guidelines for influencer advertising on digital media. The self-regulatory body therefore will consider the Instagram ‘Paid Partnership’ tag as an acceptable alternative to its disclosure labels.
The ad industry watchdog had released the guidelines for influencer advertising in India last year in June after extensive feedback from all stakeholders – advertisers, agencies, influencers, and consumers. The guidelines, which are applicable to commercial messages or advertisements published on or after 14 June 2021 were then framed, making it mandatory for influencers to label the promotional content they post and ensure that it is identified as paid promotion.
This decision will reduce the burden on brands and influencers and will encourage greater compliance from all parties, said ASCI.
Post releasing the guidelines, ASCI screened around 5,000 posts until December 2021. Over the period of six months, it processed 729 complaints which were considered to be prima facie violations of the guidelines. From the total complaints, ASCI achieved total compliance of 86 per cent, where influencers modified the posts that were complained against.
The guidelines and all information related to the influencer guidelines can be accessed at ASCI’s social platforms.
MAM
Joy Personal Care launches Hydra Refresh Gel summer campaign
Sanya Malhotra fronts TVC promoting 48-hour non-sticky hydration.
MUMBAI: Joy Personal Care just gave summer a cool new twist because when the heat is on and your skin is begging for relief, even the gel knows how to stay refreshingly light. Joy Personal Care, part of RSH Global, has rolled out a new summer television campaign for its Hydra Refresh Gel, featuring brand ambassador Sanya Malhotra. The campaign positions the lightweight, non-sticky formula as the perfect everyday solution for intense heat and fast-paced lifestyles, promising up to 48 hours of moisture.
The TVC depicts a relatable moment of heat-induced skin fatigue on a sweltering day. Sanya Malhotra appears with a refreshing presence, introducing the gel as a quick, comfortable fix that transforms discomfort into a feel-good experience. The narrative blends humour and realism, reinforcing the product’s ease of use and relevance during summer.
RSH Global co-founder and chairman Sunil Agarwal said, “As India braces for soaring temperatures and an intense summer ahead, the need for skincare that delivers effective, non-sticky hydration becomes even more relevant. Hydra Refresh Gel is designed to meet this need with a lightweight formulation that fits seamlessly into everyday routines.”
RSH Global chief marketing officer Poulomi Roy added, “While drinking more water is important, it doesn’t always translate into visible results on the skin. This campaign builds on that insight, bringing the product’s effectiveness to the forefront in a relatable way.”
Sanya Malhotra shared, “Working with Joy Personal Care has always been a truly enjoyable experience. What I really enjoy about the product is how effortlessly it fits into everyday routines, especially during the summer when your skin needs hydration without feeling heavy.”
The campaign, marking the product’s television debut, will be amplified across digital and social platforms to drive wider engagement during the summer season.
In a season where the sun shows no mercy, Joy Personal Care isn’t just selling a gel, it’s offering a cool, dependable companion that keeps skin happy without the sticky aftermath, proving that sometimes the best way to beat the heat is to keep things refreshingly simple.
