Partha Rakshit is new Chairman of ASCI

13 Sep,2013

By A Correspondent


Partha Rakshit

The Advertising Standards Council of India (ASCI) unanimously elected Partha Rakshit, Proprietor, Partha Rakshit Associates, as Chairman of the Board of ASCI. Mr Rakshit has been a member of the Board of Governors for eight years. He takes charge from Arvind Sharma, CEO, Leo Burnett.


Narendra Ambwani, Director, Agro Tech Foods, was elected Vice-Chairman and Shashi Sinha, CEO, IPG Mediabrands India and Lodestar UM was appointed  Honorary Treasurer.


The other members of the new Board of Governors are: Advertisers:  Hemant Bakshi (Hindustan Unilever), Shantanu Khosla (Procter & Gamble Hygiene & Health Care), Jayant Singh (Glaxo SmithKline Consumer Healthcare), Media: Rajan Anandan (Google India), Sunil Lulla (Times Television Network), Benoy Roychowdhury (HT Media), I. Venkat (Eenadu), Advtg. Agencies:Subhash Kamath (BBH Comms India), Arvind Sharma (Leo Burnett), Srinivasan Swamy (R.K. Swamy BBDO).  Allied Professions: Dilip Cherian (Perfect Relations), S.K. Palekar (S.P. Jain Institute of Management), Abanti Sankaranarayanan (CIABC)


During the year 2012-13, the Consumer Complaints Council (CCC) met 24 times and considered 3007 complaints against 788 advertisements. Of these, complaints against 642 ads were upheld, while 144 were not upheld and 2 were considered non-issues.  In 590 cases, the complaint upheld ads have been voluntarily withdrawn or modified as per the CCC’s decisions resulting in over 91% compliance rate.


Said Mr Sharma, “Last year has been a very eventful year for ASCI. The NAMS Initiative which has seen a five-fold increase in the ads complained against (from 177 to 788) has won ASCI the prestigious EASA Silver Award for Best Practices. The CCC now meets every week and approximately complaints against 200 Advertisements are deliberated upon every month. Set up of the Online Complaints and Monitoring Services (OCMS) in the new-look ASCI website also has started getting complaints against ads coming in from consumers in large numbers. ASCI has also introduced Suspension Pending Investigation where an Advertiser is asked to suspend an Ad immediately pending investigation when that Ad appears to be in serious breach of the Code.’


Added Mr Rakshit: “I believe ASCI’s biggest task in the coming year is to more vigorously disseminate ASCI’s guidelines through training programmes to advertisers and ad agencies who create the ads and to media who release them, so that the proportion of new ads that meet ASCI’s standards is high at the stage of release itself.  ASCI will also liaise more closely with regulators to ensure that ads which do not comply with CCC’s upheld complaint decision are acted upon as per the law of the land”.


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