MAM
SC recognises ASCI role
MUMBAI: The Supreme Court of India (SC), in its recent judgement titled “Common Cause (A Regd Society) v Union of India and Ors”, affirmed and recognised the self-regulatory mechanism put in place for advertising content by The Advertising Standards Council of India (ASCI).
The SC agrees that ASCI serves as an effective pre-emptive step to statutory provisions in the sphere of media regulation for TV and Radio programmes in India.
In its judgment, after carefully analyzing the provisions of the Cable TV Act and Rules, as well as the submissions presented by the central government regarding the necessity of self-regulation in media, the court concluded that the current regulatory mechanism involving both statutory and self-regulatory system serves as a sufficient media content regulator and needs no interference. The grievance redressal platform provided by self-regulatory bodies like ASCI, therefore, function as the first step for aggrieved consumers against content in the media which might not be in line with the existing laws.
Commenting on the Supreme Court’s directive, ASCI chairman S K Swamy said, “It’s a moment of pride and honor for ASCI to have received the highest form of recognition from the Supreme Court of India. This is extremely encouraging as this order endorses ASCI’s processes for self-regulating advertising content and therefore, motivates us further to strengthen our efforts towards protecting the legitimate interests of consumers from misleading, indecent, harmful and unfair advertisements.”
MAM
Bakingo proves small wins are the icing on the cake
Never Stop Wishing’ film celebrates everyday moments over grand milestones.
MUMBAI: Not every victory needs fireworks. Sometimes, it just needs frosting. Bakingo has rolled out its latest brand film under the ongoing ‘Never Stop Wishing’ philosophy, shifting the spotlight from life’s loud milestones to the quieter, deeply personal moments that often go unnoticed.
At the heart of the campaign lies a simple, relatable insight: women are often particular about how they look in photographs, turning seemingly ordinary snapshots into emotionally charged moments. The film begins with a flicker of self-doubt and subtle tension, only to gently pivot into reassurance and connection. What appears to be a potential moment of awkwardness evolves into a small but powerful personal win.
In doing so, Bakingo reframes what celebration truly means. The brand argues that not all victories come with applause. Some arrive quietly, when stress melts into relief and doubt transforms into confidence. Those moments, it suggests, are just as worthy of celebration as birthdays and anniversaries.
The narrative leans into emotional nuance rather than spectacle. Instead of grand declarations, the film captures subtle shifts in expression and mood, underlining the idea that joy often hides in the everyday. The message is clear: do not wait for a big occasion to cut a cake. Celebrate the unexpected breakthrough.
Bakingo co-founder Himanshu Chawla said the film aims to honour moments that rarely make it to the highlight reel. He noted that not every win is loud, but every win matters, and that everyday breakthroughs deserve to be cherished, preferably with a sweet indulgence.
With this campaign, Bakingo continues to position its range of cakes and desserts as companions to spontaneous milestones, not just pre-planned events. The brand is deepening its emotional storytelling playbook, moving beyond transactional gifting into the territory of shared reassurance and personal affirmation.
The ad film is live across digital platforms, with another instalment under the ‘Never Stop Wishing’ campaign expected soon.
Because sometimes, the sweetest celebrations are the ones you never saw coming.
