MAM
NDTV effect: TAM lists 6 action points to plug loopholes
MUMBAI: TAM, the television ratings provider, has assured the Indian Society of Advertisers (ISA) and the Advertising Agencies Association of India (AAAI) that it will work on a six-point action plan to plug loopholes in the system.
The assurance was given at a meeting ISA and AAAI had with TAM on Thursday, 16 August to obtain facts about the audience measurement system. The meeting was held in the backdrop of broadcaster NDTV‘s suit in the US against TAM and its parents Nielsen and Kantar, claiming the ratings were fudged.
During the meeting, TAM shared its perspective with ISA and AAAI and outlined the following six key action steps:
- Appointment of a security officer and a security agency
- Expansion in number of meters in the existing 6 top metros
- A review by the industry of research processes that determine what TAM reports in its weekly reports. And what meter homes are left out of reporting for being data outliers
- Getting the outlier homes independently audited
- Faster panel rotation
- An internal audit team to be put in place as soon as possible
In a joint statement, AAAI president Arvind Sharma and ISA chairman Bharat Patel said, “As key users of audience research data, advertisers and advertising agencies need to know facts directly from the research agency. And if there are challenges at any level in the research, the research agency needs to share its proposed action plan with us.”
They further said, “We look forward to speedy implementation of the six action steps outlined by TAM. With formation of Broadcast Audience Research Council-BARC on the anvil, it will be appropriate for us to request BARC to review if these steps are adequate.”
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
