Brands
ASCI releases guidelines on award referencing in ads
MUMBAI: The Advertisement Standards Council of India (ASCI) has introduced guidelines for usage of awards/rankings in advertisements effective 1 February 2020.
According to a press release, “Consumers are sometimes misled into believing that an award or ranking which is given to a brand, product, institute or service makes it superior and /or more authentic.”
To ensure that their claims are not misleading, the guidelines will lend assistance to advertisers for the appropriate usage of reference to awards or rankings in advertising, the release said.
It will also assist the advertiser to understand the rigour required for claim substantiation and pitfalls to avoid so that their claims pass the muster with ASCI’s Consumer Complaints Council (CCC).
The council urged brands and services to ensure that the accrediting bodies involved in disseminating or presenting awards or rankings are authentic and credible to validate their claims in advertisements.
Moreover, the guidelines are also applicable to all advertisers and would particularly be relevant for healthcare services and the educational sector which tends to use such superiority or leadership claims.
In this regard, ASCI chairman Rohit Gupta said, “Claims such as ranking first in the state or in India, receiving an award for being the most trusted or award of excellence, listed in some book of world records etc. makes consumers believe that the product/service is recognized and trustworthy, whereas in some cases this may not be true.”
He added, “The guidelines are a step towards ensuring that advertisers are cognizant of the serious impact of deceptive advertising and hence make responsible claims when referring to awards and rankings in their advertisements.”
The council said, prospective students and parents easily fall prey to awards/ranking claims by institutes and coaching classes as they rely blindly on such claims. It added that a wrong choice directly impacts the quality of education and the future of children and has a financial implication.
Citing an example of the health services sector, the council said, misleading claims about rankings and awards lure patients in choosing the service provider and could hamper patient health, quality of care received and result in financial losses.
Brands
Disney Cruise Line launches Disney Adventure as Robert Downey Jr. christens ship in Singapore
Star studded ceremony marks line’s first Southeast Asia ship
SINGAPORE: Disney Cruise Line has officially welcomed its newest and largest ship, the Disney Adventure, with a glittering, music filled christening ceremony in Singapore, marking the brand’s first ever vessel to homeport in Southeast Asia.
Held inside the ship’s grand Walt Disney Theatre, the celebration unfolded as a theatrical spectacle worthy of Broadway. Regional vocalists and musicians were joined by a 23 piece orchestra, while sweeping video projections wrapped the stage in classic Disney, Pixar and Marvel moments. Special appearances from captain Mickey Mouse and captain Minnie Mouse added a touch of nautical charm.
Among the headline performers were Jed Madela, hollywood performing arts hall of fame inductee, and Dami Im, international recording artist known for Eurovision. Together, they led a soaring tribute to Disney’s musical legacy.
On stage to mark the milestone were Josh D’Amaro, chairman of disney experiences and incoming chief executive officer of The Walt Disney Company, and Joe Schott, president of disney signature experiences.
D’Amaro described the ship as a new chapter for the company in Asia, saying it would bring Disney storytelling to audiences who may be experiencing the brand’s magic for the first time.
The ceremonial highlight came from Hollywood star Robert Downey Jr., who serves as the ship’s godparent. With characteristic flair, he declared, “You bring the theme and I’ll bring the thunder,” before delivering the traditional blessing: “I christen thee, Disney Adventure, may God bless this ship and all who sail upon her.”
The ceremony closed with a jubilant rendition of “Let’s Set Sail”, a long standing Disney Cruise Line tradition designed to stir excitement for the voyages ahead.
Drawing on more than a century of storytelling from Disney, Pixar and Marvel, the Disney Adventure promises a floating world of fantasy. Guests can wander through seven immersive themed areas, including San Fransokyo Street inspired by Big Hero 6.
On board highlights include a brand new Broadway style musical titled Remember, immersive dining, signature fireworks at sea, imaginative children’s clubs and a vibrant collection of bars and lounges for adults. Thrill seekers can also take on Ironcycle Test Run, the cruise line’s first roller coaster at sea.
The Disney Adventure is the eighth ship in the fleet and sets sail on its maiden voyage on 10 March, launching an inaugural season of three and four night itineraries. It forms part of an ambitious expansion plan that will see five more ships join the fleet by 2031.
For Disney, the magic is no longer just on stage or screen. In Singapore, it now sails.
