MAM
Hindware gets a new identity & positioning
MUMBAI: Sanitary ware products manufacturer, HSIL, has unveiled a new identity for its ceramic brand, Hindware.
With the new identity, the company intends to position Hindware as a young, vibrant and contemporary brand, which is representative of ‘Change, Positivity and Passion‘.
Hindware‘s new brand identity is designed by UK’s design consultancy Fitch, a part of WPP.
The change in the identity of Hindware showcases the transition of the original logo, which was symbolic of quality and reliability, to the new young logo that reflects confidence and dynamism while maintaining the core values for which the brand has stood for across the years.
HSIL joint managing director Sandip Somany said, “Hindware is one of the most prestigious brands in India today and it gives me immense pleasure to introduce the new brand identity to all our customers and stakeholders. We at HSIL believe that change lies at the core of evolution. It is this philosophy that helps us keep up with evolving consumers and markets.”
The new look will flow across products, packaging, signage and all communication. As a part of Hindware’s promotion strategy, it plans to roll out a pan-India campaign across the media spectrum. This will comprise both ATL (above-the-line) and BTL (below-the-line) activities.
ATL activities will include print and electronic media with all major dailies, magazines and general interest, business and news channels.
Providing additional support will be the outdoor and radio campaigns. While BTL activities will consist of road shows, product parades along with on-ground mall activities and interesting initiatives at dealer outlets will promote the new brand identity.
The fresh identity is in a shade of red. The readable and simple lower case font has been chosen to portray the brand as ‘engaging and approachable’ and is immediately recognisable as Hindware.
The logo aims to convey modernity and an innate sense of style. The brand graphic element derives from the negative and positive space found within the new brand identity. It creates an additional layer of brand recognition and recall and can be used across all brand applications.
Somany said, “The new look reinforces the trust and equity in consumers minds and reaffirms the credibility of the brand. The new face of brand Hindware symbolises a set of values that are- ‘young, global, contemporary and dynamic’. The unique brand identity supports our desire to balance function and form to the highest degree. This fresh rendition is a manifestation of the global outlook of brand Hindware and reflects the group’s ambitions and commitment. Therefore, it is a fundamental change for us going forward.”
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
