Sudhanshu Vats, Managing Director of Pidilite Industries Ltd, has been appointed as the new chairman of the Advertising Standards Council of India (ASCI) during its 39th annual general meeting (AGM). This appointment coincides with ASCI’s 40th anniversary this October, marking a significant milestone for the organization. S Subramanyeswar from MullenLowe Global has been named vice-chairman, while Paritosh Joshi, Principal at Provocateur Advisory and an industry veteran, takes on the role of honorary treasurer. Vats emphasized the crucial role of ASCI in the evolving advertising landscape, stating, “ASCI’s role has never been more important.
As advertising evolves with new technologies and formats, our responsibility is to ensure it is executed with integrity – centered around the product promise, respectful of the community and mindful of consumers. In an environment where trust is easily shaken, self-regulation provides both guidance to the industry and assurance to the public. I look forward to working closely with advertisers, agencies, platforms and consumers to uphold high standards, encourage responsible creativity, and strengthen confidence in advertising. At the heart of this effort is a simple principle — always keep the consumer’s interest front and centre.” The outgoing chairman, Partha Sinha, remarked, “My term as chairman may be ending, but ASCI’s journey is continuing with vigour.
It is a comma in a sentence that keeps unfolding. Over the past years, we have moved from being a watchdog to becoming an enabler of responsible communication — not just policing, but partnering. We have stepped firmly into the digital arena, because responsibility cannot lag behind technology. And we have begun to expand ASCI’s footprint, reminding ourselves that consumer trust is not an ambition that works in pockets but is a pan-India language.
I leave the chair with the comfort that the story continues — and with deep gratitude to my colleagues on the Board and the Secretariat, who ensured that this journey was one of shared purpose and collective strength.” In celebration of its 40th year, ASCI announced several key initiatives for the upcoming year: the launch of a children’s advertising and media literacy program aimed at training over a million school students through the ‘AdWise’ program, ethnographic research among Gen Alpha to develop a framework for responsible advertising, expansion of operations in Bengaluru and Delhi, creation of a comprehensive resource for advertising codes and laws in collaboration with Khaitan & Co., a podcast series in partnership with The Logical Indian and Marketing Minds, and a visual asset for ASCI members to showcase their commitment to responsible advertising in India.
Established in 1985, ASCI began as a voluntary initiative from the advertising industry to promote responsibility and consumer protection. Its framework has been acknowledged by policymakers and regulators, including adoption by the Cable TV Act, Doordarshan, All India Radio, and other key authorities. ASCI has collaborated with various Ministries, including Health, Consumer Affairs, and Education, in its initiatives. The compliance rate for ASCI’s Consumer Complaints Committee is notably high, with 98% for print and 97% for TV in FY 2024-25, and 81% for digital. ASCI’s role has also been referenced in several Supreme Court cases, underscoring its significance in consumer protection.
In recent years, the launch of the ASCI Academy has broadened its mandate from compliance to proactive education, thought leadership, and innovation. Its research reports and whitepapers on contemporary challenges have influenced industry thinking and evolution, earning ASCI two prestigious global awards. Additionally, ASCI has developed guidelines on influencer conduct, dark patterns, cryptocurrency, green claims, and gender stereotyping in advertising. Today, ASCI’s responsibilities extend beyond adjudicating complaints to shaping the future of ethical advertising, with Master Classes and Faculty Development Programmes playing a crucial role. Its Advisory service allows advertisers to ensure compliance with the code before production, avoiding costly changes post-release.
ASCI aims to enhance global partnerships and knowledge exchange while investing in research and frameworks that address the realities of digital-first advertising.