Mumbai: The Advertising Standards Council of India (ASCI) has appointed Sudhanshu Vats, Managing Director of Pidilite Industries Ltd, as its new chairman at the 39th annual general meeting (AGM). The announcement comes as ASCI, India’s self-regulatory body for advertising, prepares to celebrate its 40th anniversary in October.
Alongside Vats, S Subramanyeswar of MullenLowe Global was named vice-chairman, while Paritosh Joshi, Principal at Provocateur Advisory, takes charge as 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.”
Outgoing chairman Partha Sinha reflected on his tenure, saying, “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.”
40th Year Initiatives
To mark its milestone year, ASCI unveiled a series of initiatives, including:
- AdWise program: a children’s advertising and media literacy initiative to train over a million school students.
- Ethnographic research on Gen Alpha to create a framework for responsible advertising to the next generation.
- Expansion in Bengaluru and Delhi to strengthen regional presence.
- Launch of a comprehensive advertising codes and laws resource in partnership with Khaitan & Co.
- A podcast series in collaboration with The Logical Indian and Marketing Minds.
- A visual asset for ASCI members, signifying commitment to responsible advertising.
Founded in 1985, ASCI began as a voluntary industry initiative to promote responsible advertising and consumer protection. Over four decades, it has earned recognition from policymakers, regulators, and the judiciary, with its code integrated into the Cable TV Act, Doordarshan, All India Radio, and various ministries.
ASCI’s Consumer Complaints Committee has achieved exceptionally high compliance rates — 98% for print, 97% for TV, and 81% for digital in FY 2024-25. Its role has also been acknowledged in multiple Supreme Court cases.
In recent years, ASCI has broadened its mandate with the ASCI Academy, research on issues such as dark patterns, AI in advertising, and influencer trust, while publishing award-winning whitepapers. It has also introduced guidelines on influencers, cryptocurrency, gender stereotypes, and green claims.
Looking ahead, ASCI aims to strengthen its global partnerships, expand its educational outreach through Master Classes and Faculty Development Programmes, and invest in innovation to meet the challenges of digital-first advertising.
