MAM
Common concerns between advertisers’ in India & APac: WFA
MUMBAI: The first Asia Pacific Summit of the World Federation of Advertisers (WFA), which was held in Hong Kong on 11 and 12 October, brought forth some interesting similarities that Indian and other Asian advertisers’ federations faced.
The WFA’s first meeting of its kind reflected upon the prolific increase in advertising expenditure across Asia-Pacific and the region’s ever-increasing importance to the global advertising market.
Just like in India, advertisers in other Asian countries too are facing problems in areas such as self regulation v/s government regulation; appropriate and accurate media measurement and media monopolies.
The objective of the meeting was to identify common priorities and potential areas of action for advertisers, both local and international, operating in the region. The participants agreed to re-convene on a regular basis in order to build on the cooperation and action developed during this first summit.
The Indian Society of Advertisers (ISA) chairman ,Bharat Patel, represented the country at WFA.Advertisers from countries like Australia, China, Hong Kong (SAR), India, Japan, Malaysia, New Zealand and South Korea were invited to join delegates from the WFA secretariat in Brussels.
WFA and its partners in the Asia-Pacific region highlighted three common concerns at the summit. These were as follows:
Increasing advertising restrictions and the role of advertising self-regulation: The advertiser community in Asia-Pacific showed concern at the increasing trend to introduce legislation to restrict advertising. Restricting a company’s ability to communicate with the consumer leads to stifled innovation and competition and reduced consumer choice. In turn, this impacts economic growth, jobs, the press and media and is a burden, ultimately shouldered by the consumer. WFA and its partners in the region fully advocated and supported a strong legal framework, complemented by responsible and effective advertising self-regulation. Effective advertising self-regulation ensures a self-financing system, operating at no cost to the consumer with the flexibility to adapt rapidly to changing societal sensitivities.
Reliable audience measurement data: As a key incentive for investment, marketers require marketing accountability. Only through mechanisms that breed trust in the data, can the right conditions for market growth be fostered. WFA and its partners in the region called on the advertising and research industries to put transparent and effective systems of audience measurement in place, which could serve as an incentive for greater commercial communications expenditure. To serve as guidance for the wider advertising community, WFA has set the global industry standards in relation to advertising media and has been at the forefront of industry efforts to draw up a blueprint for consumer-centric holistic measurement.
Increasing media ownership concentration and the impact on media costs: WFA members are aware that media ownership concentration can create significant barriers to real and free competition. A competitive marketplace in the media is a key ingredient for competitiveness and economic growth. Increased diversity ensures healthy competition, ultimately benefiting the consumer.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
