MAM
TDSAT & Ad cap: TRAI continues arguments
MUMBAI: Continuing to present its side to the Telecom Disputes Settlement Appellate Tribunal (TDSAT), the Telecom Regulatory Authority of India (TRAI) put forth its arguments to the bench consisting of Justice Aftab Alam and member Kuldip Singh.
It started off continuing on yesterday’s argument trail saying that the law does not state that if the laying requirements are not fulfilled then it becomes void. That is, TRAI cannot execute its regulation on channels. That broadcasters are covered by both the Cable TV Networks Act and the TRAI act is a parliamentary mandate and there is nothing illegal in what it is doing. There are several precedents where a subject matter could be covered by more than one statute, TRAI counsel Rakesh Dwivedi stated.
TRAI also claimed that it has a clear parliamentary mandate exercised through the central government to regulate advertisements. It contested the broadcasters’ arguments that TRAI has just a recommendatory role, by highlighting that it has an additional function under section 11 (1) (a) of the TRAI Act and that does not mean its plenary functions under section (11) (1) (b) are taken away. Therefore, apart from its recommendatory function under (a), its powers also remain under (b). Both the sub clauses complement each other and there is no clash, the counsel stated.
Reiterating that it has the authority, it said that what it is aiming to do is in perfect accordance with the powers the ministry and it has under section 7 (11) of the Cable TV Act. Likewise, the counsel, said it is not as if the government is seeking to have a higher allowance for advertising air time and is in disagreement with the limit of 12 minutes that the TRAI is seeking to impose.
To support its argument, the counsel also read out various preceding judgments. According to the TRAI, broadcasters are licensees under the Telegraph Act and so the regulator has full power to ensure compliance within the licence term.
Singh asked if TRAI can direct Google on the duration and number of ads it can run. To this, the TRAI counsel replied by saying: ‘I am the regulator and I will decide who, when and how much to regulate.
Coming to the point raised yesterday about a statement TRAI had made in 2004 that “there should not be any regulation at present on advertisement on both FTA and Pay channels” it said that much water had flown under the bridge since it made its statement and the situation was different today. So, it can deem it appropriate to regulate since an expert opinion at one point of time does not mean that it will stay forever, the counsel stated.
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
