MAM
Asci, TAM to monitor misleading ads
MUMBAI: With the government pressing for a new set of guidelines to check misleading ads, Asci, India’s advertising industry watchdog, has swung into action.
The Advertising Standards Council of India said Tuesday it is partnering with TAM Media Research to monitor misleading ads, a move aimed at improving the self-regulatory mechanism by speeding up the processes and compliance of its codes for advertising content.
The newly created body, National Advertising Monitoring Service (NAMS), will come into effect from 1 May.
TAM‘s division, AdEx, will check around 350 TV and 10860 newspaper ads per week.
Set up in Baroda, NAMS will track and assess the ads for compliance with Asci‘s code related to unsubstantiated, misleading or false claims. The need arises even as the number of complaints received by Asci has increased to around 3,000 in 2011-‘12, up from 800 a year ago.
Said Asci chairman I Venkat, “This initiative is a paradigm shift for self regulation in Indian advertising and probably a benchmark for other countries as something like this has never been attempted at this scale anywhere in the world. For such an important and industry central initiative, TAM’s AdEx India was the obvious option to handle such a large responsibility that brought in requisite infrastructure, neutrality, integrity and quality. NAMS will strengthen the ad self regulation Redressal process manifold, as we will be able to proactively monitor wider numbers of ads. This will be in the best interest of the Indian consumers as it will significantly reduce release of misleading advertising in India.”
AdEx will identify ads which are in potential violation of Chapter 1 of Asci code which deals with the truthful and honest nature of ads. AdEx India will monitor ads in the auto, banking, financial services and insurance, FMCG (incl. F&B), consumer durables, educational institutions, health care products & services, telecom and real estate sectors.
TAM Media Research CEO LV Krishnan said, “Our partnership with Asci is yet another reiteration of the neutral role we play within the Indian advertising landscape.”
The scope of work will cover the tracking of more than 30 newspapers (all editions) which contribute to over 80 per cent of national newspaper readership and all TV Channels across the country in all Indian languages. Ads seen as those potentially violating Chapter 1 of Asci code will then be forwarded to Asci on a weekly basis. Asci will then process them as per its normal complaint procedure involving its Consumer Complaints Council (CCC) for adjudication.
The CCC meetings will be held twice a month, moving away from its earlier practice of a monthly meeting.Venkat said, “This is another initiative to reduce the gap between the identification of an objectionable ad and when it is actually modified or taken off air.”
MAM
Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
