ASCI partners with Goafest 2011 to promote self regulation in advertisin
The Advertising Standards Council of India along with AAAI announced its unique association with Goafest 2011 to further entrench the need for self-regulation in Indian advertising. As part of this association, ASCI plans to announce key initiatives to be launched across India. One of the key highlights of these initiatives is the launch of “Creativity with a Conscience Contest” during Goa Fest 2011.
The “Creativity with a Conscience Contest” has been designed to create awareness of the ASCI codes of responsible advertising amongst the 3000 industry professionals who are expected to attend the Goa Fest 2011. The contest is conceptualised as an exciting opportunity to engage these advertising and marketing professionals under the umbrella of creativity with a conscience.
This unique contest will see participation of several Ad Agency teams, each creating a unique piece of art to bring alive a specific topic related to responsible creativity. The Ad Agency teams who have confirmed their participation in the contest include O&M, Leo Burnett, Mudra, Lowe Lintas, RK Swamy BBDO, BC Web Wise, TBWA, Bates 141 amongst others. These art pieces will be displayed at the venue throughout the Goa Fest. A jury comprising eminent industry personalities and ASCI Board members will select the winning artwork which will be awarded a Creative Abby.
The teams will create the art forms on the four tenets of ASCI’s code of self regulation
- Honesty & truthfulness in advertising
- Decency in advertising as per generally accepted societal norms
- Safety & avoiding exploitation of vulnerable sections of society, especially children
- Fairness in competition
In addition to the Contest, on April 6, ASCI in collaboration with Naked Communications is also organising a workshop on social media around the theme of self-regulation in advertising. This workshop to be done in Goa is a prelude to Goa Fest which begins a day later. Social media has emerged as a widely-endorsed democratic space where every citizen has the right to voice his or her opinion. And marketers are now looking at this space to gauge the buzz around their products, brands, and their company itself. Those who ignore it have been reprimanded by the social media community & those who choose to engage have been rewarded with fan followings. One of the most talked about subjects in the social media space is brand advertising. Do people like an ad? Not like an ad? Think the ad is false or misleading? Or do they simply dislike the creative idea? Whatever may be the case, social media is a space where discussions are already taking place, and perhaps its time that the advertising professionals started listening.
The ASCI’s social media workshop would focus on “the advent of social media into the advertising space- Is it a boon or bane for the industry” and how social media can be leveraged to create greater responsibility in advertising? Hosted by Naked Communications, the panel for Social media workshop will comprise of Gitanjali Sriram (Founding Partner, Naked Communications), Subhash Kamath (Managing Partner, BBH & ASCI Board Member), Ashok Lalla (Digital Director, Euro RSCG), Nikhil Kumar Verma (India’s foremost Tweet user) and Anish Trivedi (Author, Columnist & Social Commentator). The panel discussion will be moderated by CNBC’s senior anchor Suresh Venkat.