The Advertising Standards Council of India (ASCI), the country’s self-regulatory body for advertising, has appointed Sudhanshu Vats, Managing Director of Pidilite Industries Ltd, as its new President. The announcement was made during ASCI’s 39th Annual General Meeting, marking a milestone as the council approaches its 40th anniversary in October.
Joining Vats in leadership roles, S Subramanyeswar of MullenLowe Global has been named Vice Chairman, while Paritosh Joshi, Principal at Provocateur Advisory, has been appointed Honorary Treasurer.
Commenting on his appointment, 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.”
As part of its future roadmap, ASCI revealed several new initiatives to strengthen advertising standards and consumer trust:
Children’s Media Literacy Program: Launch of the AdWise programme to train over one million school students in advertising and media literacy, enabling them to critically evaluate advertising messages.
Gen Alpha Research: An ethnographic study focused on Gen Alpha to design a framework for responsible advertising for the new generation growing up with technology and screens.
Geographic Expansion: ASCI will expand its presence in Bengaluru and New Delhi, strengthening its reach across key markets.
With these initiatives, ASCI reinforces its commitment to responsible advertising, consumer protection, and industry self-regulation as it steps into its 40th year.
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