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ASCI unveils new brand identity

The industry body has unveiled its new brand identity that reflects its readiness to become technology-led, more responsive, dynamic and inclusive

The Advertising Standards Council of India (ASCI) has unveiled its new brand identity, including a new logo, which reflects its recognition of the digital age and inclusive values.

The organisation has already taken initiatives and steps towards a more inclusive environment, the most significant of which was the implementation of influencer guidelines earlier this year.

Apart from this, the body will soon roll out the GenderNext study, which will help advertisers look at the starting points of gender depiction in advertising. They also expanded their reach from covering 900 publications and TV channels to 3,000 websites last year.

Manisha Kapoor

“The larger manifesto is to have an ASCI that is contemporary and that keeps pace with the dynamic nature of digital media, and one that is future-facing. The other thing that we want to put upfront is something that we want to do with collaboration and inclusivity,” said Manisha Kapoor, Secretary, General, ASCI.

The new logo designed by Nihilent Hypercollective uses primary colours that shows something more vibrant, and reflects the consumers and the world of communication today, Kapoor said.  

According to Kapoor, the ASCI is trying to establish is values of openness, and being collaborative, and which recognises that the future is digital. This also suggests the need to enhance its capabilities in the technology space.

“We have started the process internally. We will keep doing what we have started until it becomes something that our stakeholders also perceive and work hard to make sure that happens. Our logo is a reflection of the change we have started internally,” she said.

Kapoor said they wish to guide advertisers briefly instead of just policing them. The body is in the process of overhauling its Advertising Advisory service, which will support advertisers at the pre-production stage and help them create more responsible advertisements.

The body is also focusing on adapting machine learning and AI systems to examine advertisements. “The whole deployment of technology is going to be across our complaint systems, website and how we integrate our systems. I think digital surgery is a big step we are taking. It just takes a little bit of time but we are working hard at it. We are identifying vendors and partners that can do this for us,” Kapoor explained.

Asked how the new changes will be communicated to the stakeholders and audiences, she said people quickly pick up things that affect them directly. She took the example of the recent influencer marketing guidelines that people started following in a big way.

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