Brands
Facebook’s ‘Why Am I Seeing This Ad’ update to help brands create better impact
MUMBAI: Social media giant Facebook recently announced some new controls to its ‘Why Am I Seeing This Ad’ feature offering more transparency and control to its users. The platform will now show more detailed information on the targeting parameters used and the source of information for a particular ad, among several other control measures for the users to pick which ads they want to see and which they don’t.
Digichefs co-founder Deep Mehta feels that there was a strong need for Facebook to roll out features like these given ‘the scandals’ it had been involved in during the last few years.
Logicserve Digital co-founder and CEO Prasad Shejale thinks that the social media company is making conscious efforts to take care of users’ data & privacy and gain back their trust after numerous concerns that it has faced around user data misuse.
He adds, “Also, we saw many countries passing laws to ensure user data is protected and not misused by companies and brands including GDPR, California Consumer Privacy Act and also India's Personal Data Protection Bill to be discussed in the upcoming parliament session. The new-age users are smart and becoming mindful about their data, its usage, and how, at times, unwanted ads often cross the fine line between being helpful and being spooky. This further adds to consumers' concern about how their information reaches the brand. They also feel the need for an option to opt-out of such marketing activities and, sometimes, judge the brands for exploiting users' behavioural data.”
Times Internet COO-Indiatimes and lifestyle brands Angad Bhatia notes that this is a step in the right direction. “Empowering users to further control their newsfeed experience helps build a stronger relationship between the user and the platform. The more control users have, the better is the retention and higher is the uptake of the platform. Facebook has reached a critical mass from both the advertiser demand and user supply sides. This only leads to a better advertising recommendation. With this, advertisers can gauge customer affinity and organic pull of the brands by serving them their brands of choice.”
Most of the digital industry is of the view that the move won’t impact the advertisers’ reach immediately. Shejale says, “I really don't think any good step like this can truly impact the reach. Rather, if they adhere to the rules, it will only help brands create better impact among the audiences and build their brand equity.”
1702 Digital co-founder Mihir Joshi mentions that this is just the ‘learning phase’ for Facebook. He adds, “The new update in the Facebook feature won't impact the advertisers reach. Diligent audience targeting helps marketers achieve their goals. Seldom, they do bombard the user, which is when the question of ''Why do I see this Ad?'' arises.”
However, Zolo co-founder and CEO Nikhil Sikri says that the move will impact the advertisers who use Facebook retargeting by uploading user lists which they’ve not generated themselves i.e. purchased from 3rd party vendors. “This change will have a long-standing impact on those businesses which are using the non-opt-in database as Facebook might stop those brands from targeting custom audiences and thus limit their reach on social channels.”
The move is not only a great proposition for users worried about the safety of their data but comes as a great opportunity for advertisers looking to streamline their strategies and targeting approach.
Triton Communications executive vice president Virendra Saini shares that it can help advertisers in checking competitors' ad targeting. This might help them in better planning their approach as well.
Bhatia quips that such initiatives are a part of the bigger shift in the industry’s perspective of the advertiser-consumer relationship and thus they should look at it with an approach to embrace this system.
He says, “The ‘spray and pray’ approach in advertising has rarely worked and is rightfully on its way out. It pays to effectively engage potential customers via a meaningful conversation about your brand than sneak in pop-up ads that are jarring and disrupt their experience.”
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
