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Mumbai:
Chairman of Leo Burnett India Sub Continent Arvind Sharma has been
elected as the new chairman of the Advertising Standards Council
of India (ASCI) at its board meeting held on Thursday.
 He
replaces Eenadu Director I Venkat. Sharma is also the President
of Advertising Agencies Association of India (AAAI).
Partha
Rakshit Associates proprietor Partha Rakshit has been elected vice-chairman
while CEO-designate of Maxus Global Vikram Sakhuja has been re-appointed
the honorary treasurer.
The
other members of the new Board of Governors are: Advertisers: Narendra
Ambwani (Agro Tech Foods), Hemant Bakshi (Hindustan Unilever), Rajiv
Dube (Aditya Birla Management Corporation), Shantanu Khosla (Procter
& Gamble Hygiene & Health Care); Media: Rajan Anandan (Google
India), Sunil Lulla (Times Global Broadcasting Co.), Benoy Roychowdhury
(HT Media), I Venkat (Eenadu); Advertising Agencies: Subhash Kamath
(BBH Comms India), Srinivasan Swamy (R.K. Swamy BBDO). Allied Professions:
Dilip Cherian (Perfect Relations), Dhananjay Keskar (IBS), Pranesh
Misra (Brandscapes Consultancy P. Ltd.).
Releasing
the report for 2011-12, ASCI said the Consumer Complaints Council
(CCC) met 16 times and considered 2,986 complaints against 176 advertisements.
Of these, complaints against 103 ads were upheld, 69 were rejected
and 4 were considered non-issues. As many as 89 ads complaints against
whom were upheld were voluntarily withdrawn or modified as per the
CCC's decisions, resulting in over 86% compliance rate.
Venkat
said, "The last year has seen ASCI take various initiatives
to strengthen the Self Regulatory System. These included increasing
the frequency of Consumer Complaints Council to twice a month, introduction
of the Fast Track Service, having a National Conference on Strengthening
Self-Regulation of Advertising Content, engaging with young Creatives
through a Mobile Film Contest at the Goafest, interacting with the
Department of Consumer Affairs and participating in their Conferences
on Misleading Advertisements. ASC has taken a giant leap forward
in introducing the National Advertising Monitoring Service (NAMS)
which monitors 1500 TV and 45000 newspaper Ads per month. All in
all a very satisfying year for ASCI. ASCI is the first self regulatory
body in the world to initiate monitoring of almost all newly released
ads in print and TV nationally with NAMS."
The
incoming Chairman Arvind Sharma said, "It is indeed an honour
to be elected as Chairman of ASCI which has progressively contributed
to effective Self-Regulation in Advertising content. We are confident
that the Ad sector, industry bodies' regulators, consumer activists
and the general public will actively seek ASCI's services and take
Self-Regulation forward."
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