Industry talks on ASCI & AAAI partnership
Amidst sour memories of last year’s controversies, the Advertising Standards Council of India (ASCI) along with AAAI have joined hands to further establish the need for self-regulation in the Indian advertising arena. ASCI plans to announce the key programs to be launched across India. ‘Creativity with a Conscience Contest’ which was launched during GoaFest 2011 is one of the highlights of the key programs. This has been designed to create awareness of the ASCI codes of responsible advertising amongst 3000 industry professionals who are expected to attend GoaFest 2011.
At the venue Adgully put forth the question “Partnership between ASCI and AAAI, your views?” to some of the stalwarts in this space, let’s find out what the industry has to say about this partnership.
Sandeep Pathak, CEO, India, Bates 141 says “ASCI has done the job of the watch dog for a very long time. I don’t know if it is with that intention that this partnership was forged. However it is always credible to get an organization which has remained outside and always remained a watchdog. I hope it gets some powers in regulating what goes in, what wins and what stays out”
Rahul Johri, Senior Vice President and General Manager, India, Discovery Networks Asia-pacific further adds “GoaFest is a premier event of the advertising industry in India. Discovery is really proud to partner it. Year after year we have been coming here and doing the conclave. It is a great partnership. We really value it.”
Ajay Chandwani, Director, Percept Ltd., says "ASCI, like any other institutional body is doing a great job. They specially focus on making sure that the ads are not misleading. Since GoaFest is a great platform for, virtually for the entire industry, particularly the creative people, it is an absolutely great fit. It is the creative people who make the exaggerations or don’t; and so when you sensitize them to what the product or the ad can actually deliver. Then naturally this is the platform to do it. It is a great idea."
On the whole the industry is fairly excited and happy about this association. Let’s hope that with this partnership, the need for responsible advertising is promoted to a greater level.