Sudhanshu Vats, managing director, Pidilite Industries, was named the new chairperson of the Advertising Standards Council of India (ASCI) at its 39th annual general meeting (AGM). 

S Subramanyeswar, group CEO - India, and chief strategy officer - APAC, MullenLowe Group, was named vice-chairperson. Paritosh Joshi, principal, Provocateur Advisory and industry veteran, was named honorary treasurer.

Vats said: “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.”

Partha Sinha, the outgoing chairman, added: “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.”

Founded in 1985, this marks the industry watchdog’s 40th year. To celebrate the milestone, ASCI also announced key initiatives it will take up over the next year:

-    Launch of a children’s advertising and media literacy program that will train over a million school students. The ‘AdWise’ program will empower students with awareness to identify, question and evaluate advertising messages, thus reducing their vulnerability to misleading and harmful ads 
-    Undertaking ethnographic research amongst Gen Alpha to help develop a framework for responsible advertising to the new generation of kids growing up with technology and screens
-    Expansion of its footprint in Bengaluru and Delhi
-    Launch of a comprehensive resource for advertising codes and laws in India, in partnership with law firm Khaitan & Co.
-    Launch of a podcast series in collaboration with The Logical Indian and Marketing Minds
-    Launch of a visual asset for ASCI members that can be used in their communication and websites to signal their commitment to responsible advertising in India.