Mumbai, India – India’s advertising regulator, Advertising Standards Council of India (ASCI), has appointed independent and integrated agency Infectious Advertising to manage both its above-the-line (ATL) and below-the-line (BTL) marketing and to provide digital creative services to the council. The agency will also be delivering strategic support for campaign development and audience outreach programs.
ASCI is a non-government and voluntary organization that acts as the country’s watchdog to the advertising industry, providing wide regulation to the sector to ensure legal, decent, and truthful implementation of ads. The council investigates complaints across all media such as print, TV, radio, and hoardings, as well as on ads disseminated on SMS, emails, and most especially on the internet. The council also checks for ethical advertising on product packaging, brochures, promotional material, and point of sale material.
Nisha Singhania and Ramanuj Shastry, founding partners of Infectious Advertising, jointly said, “It’s an absolute honor to be brought on board as ASCI’s creative partner and we look forward to doing some path-breaking work for them.”
ASCI is very consistent in regularly launching campaigns and guidelines to ensure advertisers in the country are properly aligned to the ethical code of conduct. Its most recent ad guidelines are for online gaming for real money winnings. Meanwhile, in February this year, in response to the rise of influencer marketing, it has released draft guidelines for branded content, calling for feedback from key stakeholders.