MAM
TDSAT ad cap: All arguments done
MUMBAI: It has been a long three weeks of hearings at Telecom Disputes Settlement Appellate Tribunal in the ad cap case between the News Broadcasters Association and other channels versus the Telecom Regulatory Authority of India (TRAI). Several arguments went back and forth between all the parties and, finally, it has come to an end.
The last day saw the music channels, Polimer Media and TRAI give their rejoinders. Polimer Media’s rejoinder was that Article 19 1 a of the Constitution does not apply in this case since it is not a writ petition. It also said that pay channels and FTA channels cannot be treated the same.
The music channels’ counsel Ramji Srinivasan argued that TRAI cannot use both section 36 and section 11 of the TRAI act for the regulation and now do a flip and call it a direction. If TRAI did want to frame the regulation, it should have done so under section 36 and not used multiple sections from multiple acts.
However the music channels’ counsel said that they do have a license from the TRAI but if the regulator wants to use it then it needs to to apply section 7 (11) of the Cable TV Networks act strictly without additions or subtractions.
He also presented data showing the effect the ad cap will have on their revenues. He said that channels in this genre will need to resort to a 30 per cent hike in ad rates if the cap does come into effect.
Srinivasan said that amicus curiae Aman Ahluwalia had said that news channels will be severely affected by ad cap since their viewership is low; similarly the music channels are also in danger since they are are also niche with a limited viewership. And hence the ad regulation should not be applied to anyone at all.
Finally the TRAI gave its rejoinder clarifying that it has framed a regulation under section 36 of the TRAI act and if the TDSAT feels it is a direction then it is not impeded in saying so. However the regulator maintained that it is not a direction, it is a regulation.
The TDSAT is supposed to announce its judgement on the case.
MAM
Wow Momo tests ‘world’s crispiest fries’ with influencer campaign
1,500 participants across four cities test fries at 30, 45 and 60 minutes.
MUMBAI: The fries are talking and this time, they’re crunching louder than the ads. Wow! Momo has turned a bold product claim into a full-blown public experiment, launching its “World’s Crispiest Fries” through a content-first campaign anchored in real-world validation rather than glossy promises. Instead of relying on traditional advertising, the brand staged a large-scale tasting challenge across four metros Delhi, Mumbai, Bengaluru and Kolkata bringing together nearly 1,500 participants, including influencers, food writers and everyday consumers. The brief was simple: put the fries to the test against leading QSR competitors over time.
Participants evaluated the fries at 30, 45 and 60 minutes after serving, a window where most fries typically lose their crunch. According to the brand, Wow! Momo’s offering held its texture across all three intervals, while competing products softened, turning a functional claim into a demonstrable outcome.
The exercise doubled up as both product trial and content engine. Reactions from participants ranging from surprise to outright endorsement now form the backbone of the campaign’s digital rollout, amplified through social media, creator-led content, memes and short-format films under the hashtag #EndOfDebate.
The strategy reflects a broader shift in how QSR brands are approaching differentiation. In a category often driven by price offers and visual advertising, Wow! Momo is attempting to build credibility through proof rather than persuasion letting consumers, rather than copy, make the case.
With over 850 stores across more than 90 cities, the brand is using scale not just for distribution, but for storytelling. By turning a simple question how long do fries stay crispy into a participative, city-wide experience, it is aiming to spark conversation as much as consumption.
Because in the battle of the fries, it seems, the crunch may just be the loudest argument of all.
