Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Colgate-Palmolive (India), in its latest ESG (Environmental, social, and governance) report, said has plans to achieve 100% recyclability of its toothpaste portfolio. As of fiscal year 2024, the oral and personal care brand transitioned 50% of its toothpaste portfolio (by volume) to recyclable tubes.

Further, Colgate is ramping up its sustainability goals by installing solar plants at its units. At present, the company has over 2.8 MW of on-site Solar installation. "By 2030, the aim is to transition to 100% renewable electricity across all owned industrial site operations," Colgate-Palmolive (India) said.

The toothpaste brand also stated that over 40 tonnes of dry waste was collected and segregated across 25 villages as part of the company’s CSR Rural Waste Management program in FY 2024. The company extended digital and financial literacy to over 30,000 women and persons with disabilities (PwDs) in FY 2024. Additionally, Colgate said it supported 40 water-stressed villages, in repurposing 46 million litres of water, benefitting over 14,000 beneficiaries.

The Oral and Personal Care brand reported a profit of Rs 1323.6 crore in FY 2024 as against Rs 1047.15 crore in FY 2023. The company's operating revenue stood at Rs 112.77 crore in FY 2024 from Rs 91.91 crore in the previous fiscal year. Colgate posted a domestic growth of 9.5% in FY2024 and an EBITDA margin of 33.7% in the same duration.


"At our core, is the mission to improve the oral health of everyone in India. This is both our fundamental responsibility and a tremendous privilege. Our long-term value creation strategy is intricately designed to balance financial performance with sustainability. The simple mantra of Grow, Strengthen, Simplify underpinned our actions in FY 2023-24.  We delivered a significant step up in our growth trajectory, and we remain resolute in our commitment to enrich lives, foster sustainability, and propel positive change," Prabha Narasimhan, MD and CEO said.  


Colgate eyes 100% recyclability of toothpaste portfolio by FY2025

With the Paris 2024 Olympics starting from Friday, Viacom18 Sports is set to provide an immersive viewing experience on Sports18 and JioCinema. Experts predict that the Paris Olympics will attract 150 million viewers on the digital platform and 120 million viewers on linear TV. Compared to the Tokyo Olympics, there's a 70 percent increase in advertisements and sponsorships, indicating growing brand interest in non-cricket sports events.

Experts also note that, for the first time, digital and TV ad rates are similar for the Paris 2024 Olympics, at approximately Rs 1,40,000 per 10 seconds for both Standard and High Definition TV channels. Around 100-120 million viewers are expected to tune in to Sports18 Network, and about 150 million viewers are anticipated to watch the Olympic Games on JioCinema. 

Viacom18 Sports has onboarded SBI and JSW Group as co-presenting sponsors, Thums Up and Herbalife as associate sponsors, and Aditya Birla Life as the highlights partner. Other brand partners include AMFI, MRF, Bacardi Martini, Punjab National Bank, and Reliance Foundation.


<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/C94oCRQvjaz/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/C94oCRQvjaz/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="noopener"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/C94oCRQvjaz/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by JioCinema (@officialjiocinema)</a></p></div></blockquote>
<script async src="//www.instagram.com/embed.js"></script>



Several well-known brands have already launched their advertising campaigns in anticipation of the event. For instance, JSW has initiated a robust campaign, setting the stage early. Similarly, brands like Britannia, Thums Up, and Omega are gearing up, ensuring their presence during this global sporting spectacle.


“We are expecting significant growth in terms of CTV viewership. We are very excited about CTV as a medium. Viewers will surely enjoy the CTV experience that we are building during Olympics”, said Siddharth Sharma, Head of Content for Viacom18 Sports. 
  
JioCinema will stream 20 concurrent live feeds for Olympics which includes 17 sports-wise feeds and 3 exclusively curated feeds dedicated to the Indian Contingent in Paris, Global Action, and a special focus on Women Athletes. Viewers can watch India specific feed in English, Hindi, Tamil, and Telugu. 

When asked about the response from advertisers, Sharma said, “Response from advertisers is a testament of how there is an appetite for sports as a whole and even beyond cricket. Advertiser interest for the event is up by 70 percent of the previous edition. Also, performance of Indian contingent in last Olympic has raised interest of advertisers and sponsors towards non-cricket sport for both TV and Digital as a medium.” 

Sharma said, "Brands advertising on TV are also opting for Digital and we have received a great response from the advertisers. Our effort towards Paris Olympics will provide immersive experience to the audience." 

<strong>Ad inventory sold out? </strong>

Rashi Bhushan, AVP – Digital Media Planning & Buying, Mudramax elaborates on why advertisers are investing in non-cricket sport and says, "The Tokyo 2020 Olympics, delayed to 2021 due to the COVID-19 pandemic which faced unique challenges and offered distinct opportunities for advertisers, which also significantly influenced revenue outcomes. The expected viewership reflects projections estimating around 150 million digital viewers and an additional 100-120 million tuning in on linear TV.”

Elaborating on the ad rates, Bhushan said, "On television, ad rates currently start from Rs 1 lakh to Rs 1.2 lakh per 10 second. These rates can vary significantly from the initial card rates offered, which are typically influenced by the scale of commitment made in the overall advertising deal. In contrast, on OTT platforms such as Jio Cinema, Connected TV (CTV) options the prices range between Rs 70,000 to Rs 75,000. The cost per thousand impressions (CPM) for handheld devices is priced between Rs 220 to Rs 225, demonstrating a strategic pricing model designed to cater to various advertising needs and platforms.” 

Multiple brands have already initiated their campaigns featuring non-cricket stars, Ahmed Aftab Naqvi, Global CEO and Co-Founder, GOZOOP Group said, "Olympic players are the best talent in the world, any association with them will garner a lot of respect and recognition for brands.” 

JioCinema has also collaborated with ShareChat and Moj for providing diverse and multi-lingual content to the audience via the homegrown short video format platform. Bhushan said, "Media platforms has already been sold, underscoring the high demand. The peak concurrency rates, which are expected to be significant, will likely lead to a sold out status for remaining inventories as the event progresses. Additionally, strategic partnerships with short-form content platforms such as ShareChat and Moj are set to enhance the advertising impact, aiming to deliver a uniquely engaging experience. These collaborations highlight the evolving dynamics of media consumption and the increasing importance of integrating traditional and digital advertising strategies." 

With a substantial increase in both viewership and advertiser interest compared to previous Olympics, showcases the evolving behaviour of audience towards consumption of sports content in the country. 

Paris Olympics to garner 150 million viewership on Digital, 120 million on Linear TV

As the festive season is set to begin in the country, fashion e-commerce platform Myntra has expanded into the gifting category. With occasions like Friendship Day, Raksha Bandhan, and Teachers Day coming up, the Walmart-owned retailer has opened its gifting category with a large selection of more than 70,000 options. 

Besides, Myntra is also looking to offer products from over 100 brands across 50 categories.

Sharon Pais, chief business officer, Myntra said, "Myntra’s gifting segment will give access to a wide assortment of more than 70,000 handpicked products, such as unique selections from renowned brands across accessories, home, beauty, and personal care, as well as fresh products under one roof".

Some of the prominent brands that would be part of Myntra's gifting portfolio are- Giva, Swarovski, Calvin Klein, Kama Ayurveda, Boat, Noise, Zoop, Chumbak, Home Centre, Tied Ribbons, and Kidbea.

The fashion platform has also expanded into fresh categories, offering around 3,000 products such as cakes, flowers, live plants, etc.


Myntra said that some of its products will be delivered on the same day but in 10 cities. It will add more towns for the gifting category in the next few months.

Ahead of festive season, Myntra expands 'gifting' category with over 70,000 options

Kantar has released the 12th edition of its annual Brand Footprint India report. The report ranks the Most Chosen (in-home & out-of-home) FMCG Brands based on Consumer Reach Points (CRP’s). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year. 

<strong>Key findings: In-Home segment:</strong>

With a CRP score of 7980 million, Parle holds the top spot for a record 12th year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.  

Consumer Reach Points (CRP’s) continue to grow, however is slightly lower than last year. Overall, CRP’s have increased almost 33% in the last five years.

All sectors have seen a CRP growth slow down, except dairy:

Brands chosen more often have greater probability of growing in CRP:

Haldiram’s and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30% in CRPs in 2023.

Sunfeast leads the way in biggest penetration gains in 2023 at 6.4. The following brands make it to the top 10 list:

7 brands in the top 25 in-home rankings show more than 20% penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.


<strong>Key findings: Out of Home segment:</strong>

1. Britannia leads the way in the 2 nd edition of OOH brand rankings with 628Mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top 5 rankings are all snacking brands and remain the same as 2023.

2. The five Most Chosen OOH beverage brands in India are Thums Up, Frooti, Amul, Maaza, &amp; Bisleri.

Speaking about this year’s report and rankings, K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said, “Consumer choice is very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice. This is reflected in the constant increase in CRP’s. We also introduced an out of home rankings last year as OOH consumption is on the rise and has different choice triggers.”

Parle most chosen in-home FMCG brand: Kantar

Canva unveiled insights from a study of more than 500 business professionals on the challenges of fostering creativity within the workplace.

Harvard Business Review Analytic Services conducted a global study in association with Canva and revealed that 96% of survey respondents agree creative ideas are essential to an organization’s long-term success and performance. In addition, 94% agree that organizations that invest in creative tools and technology will be more successful in the future. 

However, while many acknowledge the importance of creativity and seek a creative edge, few are successfully converting innovative ideas into business impact.

Three categories of organizations emerged from the survey responses: leaders, followers, and laggards. These groupings were based on the organizations’ success at identifying creative solutions to business problems according to the respondents, regardless of whether the idea was implemented. Leaders (22%) are those organizations that are “very successful” at identifying and implementing creative solutions to business problems, while followers (56%) are “somewhat successful” and laggards (22%) are “not very successful.”

<strong>Top findings include:</strong>

Workplaces are failing to nurture the creativity of their employees. Nine out of ten (91%) respondents agree that creative thinking is a key attribute for employees to possess yet more than half of laggards (58%) say their organizational culture doesn’t reward creative pursuits. Only 19% of leaders say the same.

Leaders (41%) are more likely than followers (17%) and laggards (8%) to encourage greater creativity by rewarding employees for taking creative risks and thinking outside the box.

Creativity must come from the top. Ninety-four percent agree that having a creative leader increases the creativity of their team. However, despite this widespread acknowledgment, nearly three-quarters of laggards (72%) say the leadership at their organization is not engaged enough in creative thinking to support creativity among employees. Among leaders, only 23% of respondents felt the same.

Creativity needs the right tools to flourish. Ninety-four percent of respondents agree that organizations that invest in creative technology will be more successful in the future. Eighty-seven percent expect their organization’s overall financial investment in creativity-building tools and technologies to increase or stay the same in the next year.

Currently, the most used technologies to unlock creativity among leaders are collaboration platforms (65%), visual communication (64%), and data visualization tools (56%). Collaboration can enhance the creative process by tapping into new ideas, perspectives, and approaches. Leaders are significantly more likely than laggards to facilitate cross-functional collaboration (53% vs. 14%) and encourage different ways of thinking (52% vs.15%).

Generative AI is helping organizations get ahead. Forty-two percent of leaders think gen AI can enhance creativity at their organization to a great extent. For example, according to leaders, gen AI may fuel creativity by: automating repetitive tasks, freeing employees up to focus on more creative endeavors (62%), accelerating idea generation (60%), and creating content with minimal human intervention (49%). While forty-seven percent of leaders are using gen AI tools to foster creativity for the purpose of strategic growth, only 30% of followers and 14% of laggards are doing so.

“In a business world focused on the bottom line, it’s easy to lose sight of the value of creativity. The findings highlight that creativity isn’t just a complement to business growth, it’s foundational to driving long-term success,” said Cameron Adams, co-founder and chief product officer, Canva. “Ultimately, innovation and creativity is what will differentiate the leaders from the laggards; it’s what drives growth in a challenging landscape.” 

Workplaces are failing to nurture the creativity of their employees: Canva

Cognizant's branding hit a wall in April-May 2024. In May, while promoting their internal program BlueBolt, they swapped their social media logo for "Innovate," causing confusion amongst customers as the website logo remained unchanged. This raised the question about the importance of maintaining a consistent visual identity across platforms.

Moreover, a legal challenge in April forced Cognizant to stop using their logo in India when the Bombay High Court ruled against Cognizant in a logo infringement case filed by Bengaluru-based Atyati Technologies.

Paritosh Dhawan, Principal & Founder, Dhawan and Co. says that for entrepreneurs and companies alike, a logo serves as a pivotal magnet for attracting attention and generating interest, leaving a lasting impression. In an era characterized by the rapid proliferation of startups and businesses, registering one's logo with the appropriate authorities becomes an absolutely vital part of the strategy. Consequently, registration can mitigate significant costs and enhance the likelihood of success in cases where your business faces infringement by entities utilizing your brand and its marks, in some way or the other.

Subhash Bhutoria, Founder and Principal, LAW SB says  “The dispute seems to have arisen on account of use of vector art as the inspiration for creating logo design. It is a common issue in designing services, because of which businesses end up adopting and using similar logos. As a practice, before adopting and using any logo for its use in the course of business, the business must conduct pre-adoption conflict searches... Generic Google image search can be extremely helpful in identifying conflicting marks.”

Bhutoria advises to take proper legal advice on use and registrability of a logo. This way, businesses can avoid adverse legal consequences including infringement proceedings, to a large extent. According to him, this also helps in mitigating loss of revenue and of reputation, which is bound to happen on account of any such legal action. It is extremely important to register trademarks including logos and devices as registration grants statutory protection. Also, in case of any dispute involving registered marks, the official examination and the validity of registration can help in supporting an e facie case in favour of the defendant. There are several matters, few of which are reported judgments as well.

Recently, Bhutoria and his team assisted the famous Murthal eatery, Mannat Hotels, in obtaining favourable orders against highway hotels using similar brands and logos. LAW SB provides  pre-adoption brand advisory and strategies on a regular basis, helping business ideate and develop a strong brand and a better protected trademark. Most IP firms keep a watch on the filings before various IP offices, which helps the brand maintain its distinctiveness and exclusivity as also avoid dilution and loss of reputation.

“Any action for infringement (or passing off) requires registration, strong proof of long, continuous and extensive use, evidence in support of enviable goodwill, which is associated with the brand. Business must have sound brand and IP strategy including brand manuals, regular caution notices, registrations in relevant classes and jurisdictions, well drafted IP clauses in contracts etc. which helps in maintaining the proprietary rights and exclusivity in the IP assets,” states Bhutoria.

<strong>Investing in a unique logo through the lens of IP protection</strong>

Brands are the identifications which help customers and consumers recognize and relate the quality and the people behind the products and services to each other. Since a lot of effort and resources are spent on building a brand, it is necessary that the brands are protected. In today’s competitive world is everything about brand identity, image and perception and having a strong and well protected brand, adds to power of the company/people who own the brand and of course a well-protected brand also translates into value and money and success, says Chandrima Mitra, Partner, DSK Legal.
 
Sometimes instead of a full name or a word, a logo - a visual representation that instantly conveys the essence of the brand. However, as the recent case of Cognizant's logo dispute in India highlights, ensuring a company’s logo is truly unique and legally protected is no easy feat, Mitra states.

As per Mitra, it is essential to safeguard the brand assets through proactive measures. Before finalizing a logo design, companies must conduct thorough trademark searches to avoid potential conflicts with existing registered marks. Thereafter the next critical step is to register it as a trademark with the Trademarks office. Registered trademarks entail exclusive rights to use the mark and take legal action against unauthorized use, effectively deterring potential infringers. Evidence of prior registration can be used to demonstrate ownership and direct the infringer to cease from infringing. Conversely, if the logo is found to be too similar to an existing registered mark, the brand may need to consider modifying it to avoid confusion and potential legal battles.

<strong>Being vigilant about brand assets</strong>

Dhawan recommends conducting a thorough trademark search before finalizing a logo to ensure it doesn’t infringe on existing trademarks. This includes searching the country's trademark database, such as the Trade mark registry for India, using databases like WIPO (World Intellectual Property Organization) for international trademarks, and considering hiring professional trademark search firms that provide more extensive searches, including common law trademarks.

Mitra says that brands should continuously keep monitoring for potential infringement across platforms – online and offline. Conducting regular searches can help identify any instances of infringement as well. Whenever potential infringement is identified, immediate legal action should be taken to stop the infringement.

On the criminal side, similar sanctions come into play in cases of trademark violations in India. Applying a false trademark with intent to defraud is punishable with imprisonment up to three years and a fine up to two lakh rupees. This underscores the importance of taking infringement seriously and taking decisive action to protect your brand.

If a reputed well-known logo is unregistered, then passing off actions can be initiated against misuse of such brand or logo.

 

Unique logo? Ensure legal protection before trouble strikes

To celebrate the release of Marvel Studios ‘Deadpool & Wolverine’, Disney Consumer Products India has collaborated with 25 brands across apparel, accessories, food and beverage, and technology to launch an array of themed merchandise locally. These brands include Adidas, boAt, Coca-Cola, Myntra, NESTLÉ POLO, The Souled Store, Wrogn and more.

Priya Nijhara, Director of Disney Consumer Products, India, said, “Deadpool’s refreshing charisma and irreverent humour has amassed formidable fandom in India, particularly with the Gen Z audience. This reflects Marvel's enduring relevance today and fuels our excitement as we join forces with exceptional brands to roll out an expansive line of Deadpool & Wolverine themed products in celebration of the movie release." 

According to Disney Consumer Products India, Coca-Cola has launched Coca-Cola cans and bottles featuring Deadpool & Wolverine, including 32 other Super Heroes from across the Marvel Universe. 

boAt has curated an audio wear collection themed after Deadpool & Wolverine, blending Marvel’s storytelling with its advanced technology. Belkin will introduce a portable wireless power bank on Amazon on July 27.

Titan has also joined the buzz with its eyewear and fashion accessories, incorporating the signature colours and elements from Deadpool & Wolverine. 

Apparel brand The Souled Store has also unveiled a range of t-shirts, backpacks, and high-top sneakers on the Deadpool & Wolverine theme. Reliance has also launched a lineup through its sub-brands (Yousta, Azorte, and Reliance Trends), offering t-shirts, jackets, and denims featuring Deadpool & Wolverine.

Ahead of ‘Deadpool & Wolverine’ release, Disney Consumer Products India teams up with brands, retailers

To mark the 25th anniversary of the Nickelodeon animated series, SpongeBob SquarePants, Viacom18 Consumer Products has geared up for a yearlong celebration featuring new collaborations and merchandise. The licensing and merchandising arm of Viacom 18 has partnered with several artists, such as Raul Urias and Jisu Choi, Daniel Mackey and Berthet One, and Dennis Gabbana and Tik Ka from East.

Sachin Puntambekar, Head - of Viacom18 Consumer Products, said, "SpongeBob SquarePants is an iconic global franchise that has captured the imagination of fans for 25 years. As we celebrate this milestone, we’re excited to tap into the creator and artist economy for unique designs and exclusive merchandise. This campaign is a testament to our commitment towards immersive experiences that extend beyond the screen, transcending into the lives of our audiences." 

 
Viacom18 Consumer Products has planned marketing campaign spanning TV, retail, and digital activations for the SpongeBob SquarePants fandom. This includes SpongeBob and Patrick figurines at retail stores, dedicated character pages on D2C partner websites, collaborations with influencers, and promotional campaigns on popular channels such as Nickelodeon, MTV, VH1, and JioCinema. 

Viacom18 Consumer Products celebrates 25 years of SpongeBob SquarePants

Go Fashion (India) Ltd, which owns the popular women's wear brand 'Go Colors', has drawn a plan to expand by 120-130 Exclusive Brand Outlets (EBOs) every year. The fashion retailer is focusing on adding new outlets in Tier 2 and 3 cities in the north and east regions. At present, the e-retailer has 734 EBO stores, across 164 cities.

The fashion brand opened 20 EBOs on a net basis in Q1 FY 2025 alone.

"In Q1 FY25, we successfully added 20 net new stores to our portfolio, increasing our total store count to 734. We are optimistic about our continued store expansion efforts and aim to open between 120 and 150 new stores during FY25," Gautam Saraogi, CEO, of Go Fashion (India) said.

Go Fashion (India) said the tie-up with UAE-based Apparel Group is on track and is likely to open its first international store in the Middle East by the end of 2024

In an exchange filing on Wednesday, Go Fashion said its average investment in its outlet is around Rs 37 lakh-38 lakh, and the payback period is 15-18 months.

The company expects 80% of revenues from its exclusive brand outlets in the coming few years.

Go Fashion has announced its first quarter result of FY2025 today. The company reported a 9% increase in net profit to Rs 28.7 crore in Q1 FY 2025 from Rs 26.3 crore in Q1 FY 2024.

Go Fashion (India)'s revenue was up by 16% in Q1 of the current fiscal year at Rs 220 crore as against Rs 190 crore in the same period last year.

The sales from the online channel for Go Fashion was Rs 21.8 crore in FY 2024, the company said.

Go Fashion (India) plans to open around 130 new stores every year; Dubai store on the cards by 2024-end

In a trademark infringement complaint brought by German sports and apparel business Adidas AG, the Delhi High Court on July 19 imposed a permanent injunction against a similarly called company operating in diverse commodities, including textiles, as per reports.

The court of Justice Sanjeev Narula also fined Adidas Rs 14.22 lakh in damages, which includes Rs 3 lakh in nominal damages and Rs 11.22 lakh in costs incurred by Adidas in pursuing the trademark infringement case over the previous 13 years.

The defendants, who sold goods labeled as 'ADIDAS', claimed that their use of the trademark was "bona fide and honest," and that their decision to use a mark identical to that of the plaintiff Adidas was "rooted in personal affection."

The defendants went on to say that they chose the name because "Defendant No. 1 (Keshav Tulsiani, partner/director of Adidas Weaving Mills, Adidas Textile Industries, and Adidas Merchandise Private Limited) held deep admiration for his elder sister, addressed as 'ADI' in the Sindhi community." This admiration was so strong that he was referred to as her devotee ('Das' in Sindhi). As a result, the acronym "ADIDAS" was coined, combining 'ADI' (older sister) and 'DAS' (devotee) to symbolize this familial devoion.

The defendants also argued that the plaint must not be entertained on grounds of territorial jurisdiction as they neither reside nor conduct their business in the jurisdiction of Delhi as well as the delay in filing the suit, as well as on the fact that the defendants have been using the mark in all uppercase while the plaintiff uses the mark in all lowercase, as per reports.

Addressing the question of delay - the defendants claimed they had been using the mark since 1987 - the court ruled that the defendants bear the burden of proof and did not produce any evidence to support their claim.

The court ruled in favor of Adidas AG, finding that the defendants had been using an identical mark, which, when paired with the similarity between the goods—textiles and garments—"creates a real likelihood of confusion." Adding that a word like ‘Adidas’, which has no inherent linguistic meaning and is a coined term which is a unique word, “they are thus deemed to have a high degree of distinctiveness and are given a wide ambit of protection under trademark law.

BRAND MARKETING