MAM
TDSAT-Ad cap: Amicus curiae No 2 takes over
MUMBAI: The TRAI ad cap hearing has entered its final stages at the TDSAT even as the second amicus curiae Aman Ahluwalia came up spoke forth, following the completion of first amicus curiae Madhavi Divan’s arguments.
Divan had opined that the Telecom Regulatory Authority of India (TRAI) has authority because duration of TV commercials is not content and quality of service is not a technical point. So the TRAI had the right to mandate any ad regulation under section 11 of the TRAI Act.
Ahluwalia put forth the point that there wasn’t a necessity to get into the larger aspects as to whether TRAI has the right to deal with content or not because duration is not content. A decision can be made as to whether duration can be taken as content and if it is not then TRAI has the powers under section 11 of the TRAI act to deal with quality of services.
Articles 19 and 14 of the Constitution will not come into the picture if it is held that duration is not content.
He also said that he had personally done an average of ad timings on English channels for a week in September, after the 12 minute ad cap regulation came into effect. His finding was that broadcasters were doing an average of 17 to 19 minutes of TV commercials and it was not as grave as TRAI was making it out to be.
The TDSAT bench questioned Ahluwalia that if there already was a provision in the Cable TV Networks (CTN) Act then what was the need to consider enforcement of regulating advertising under the TRAI Act. The bench added that it was difficult to understand that the regulation is the same as section 7 (11) of the CTN Act because they don’t have the same wording. To this Ahluwalia said that if they have powers under two laws but they have just used one then the two should be harmoniously constructed.
Ahluwalia will continue on the commercial aspects of the the enforcement of the ad cap case tomorrow after which broadcasters will get a chance to submit their rejoinders.
Brands
Kia India partners HYBE India for 15-city global girl group auditions
Automaker backs nationwide talent hunt with immersive Syros-led youth engagement
NEW DELHI: Kia India has partnered with HYBE India as the exclusive automotive partner for its first large-scale global auditions aimed at discovering India’s next international girl group.
The initiative will span 15 cities, combining on-ground and digital auditions to create a global pathway for young Indian talent. The collaboration blends entertainment with brand engagement, positioning the automaker at the centre of a youth-driven cultural platform.
As part of the rollout, HYBE India will bring its globally recognised artist development model to India, building on the legacy of HYBE, known for creating acts like BTS and KATSEYE.
The partnership will come to life through HYBE India Pop-Up Parks across cities, featuring the 2026 Kia Syros as a central attraction. A key highlight is the ‘Kia Engagement Zone’, an in-car content creation setup that allows participants to record and share performance videos, turning the vehicle into a creative studio on wheels.
Kia India senior vice president marketing and sales Atul Sood said, “Kia India’s collaboration with HYBE India reflects a shared understanding of how culture, creativity and youth aspirations are evolving today.”
HYBE India head of business development Sarthak Arora said, “This collaboration enables us to build a meaningful platform that helps unlock India’s potential on a global stage.”
The on-ground activations will begin in Guwahati on 2 May, followed by Mumbai, Pune, Hyderabad, Bengaluru and New Delhi, before expanding to other cities including Chennai, Ahmedabad, Kolkata and Chandigarh. Online auditions will run from 31 March to 31 July, extending participation to Indian talent worldwide.
With this move, Kia India is stepping beyond mobility to engage with youth culture and creative ambition, aligning its brand with a generation that values global exposure, identity and self-expression.
