MAM
ASCI and Goafest 2012 present ‘Creativity with a Conscience’
MUMBAI: In a bid to encourage self regulation in advertising Advertising Standard Council of India (ASCI) in partnership with Goafest 2012 has announced a contest to promote responsible creativity under the theme “Creativity with a Conscience” during Goafest 2012. The ASCI Mobile Movie Challenge contest, which is open for advertising, marketing and media professionals, revolves around creating short films using a mobile phone.
Teams of three young professionals under the age of 30 years will be asked to create a short film, between 30 and 60 seconds, using their mobile handsets. Each team will be assigned a mentor film maker who can guide the team members on the nuances of film making. The teams will create the art forms on one of the four briefs provided by ASCI.
The teams will be required to create movies based on the themes of honesty and truthfulness in advertising, decency in advertising as per generally accepted societal norms, safety and avoiding exploitation of vulnerable sections of society, especially children and fairness in competition.
ASCI board member Subhash Kamath said, “The theme, ‘Creativity with a Conscience,‘ goes hand-in-hand with ASCI‘s objective of responsible advertising. Our aim is to inspire professionals to abide by the guidelines set by ASCI and to take up self regulation on an individual level as the only other alternative is governmental censorship, which is, not desirable for a creative industry like ours. By reaching out to young professionals, we‘re ensuring that our efforts towards self regulation are understood by the people who will be implementing the work.”
The entries will be judged by a jury of top creative directors and film makes of the industry. Four winning teams, one per brief, will be selected and each team member will be awarded during the Creative Abbys.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
