The Advertising Standards Council of India (ASCI) has appointed Sudhanshu Vats, Managing Director of Pidilite Industries, as its new chairman at the 39th annual general meeting. The development comes as ASCI, India’s self-regulatory body for advertising, marks 40 years of operations in October 2025.
Alongside Vats, the council elected S Subramanyeswar of MullenLowe Global as vice-chairman and Paritosh Joshi, Principal at Provocateur Advisory, as 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.”
He added that he looks forward to working with advertisers, agencies, platforms, and consumers to uphold high standards and strengthen confidence in advertising.
Outgoing chairman Partha Sinha reflected on ASCI’s trajectory, stating, “My term as chairman may be ending, but ASCI’s journey is continuing with vigour. 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.”
New Initiatives for ASCI’s 40th Year
To commemorate its 40th year, ASCI unveiled a series of initiatives, including:
- AdWise Programme: A children’s advertising and media literacy campaign to train over one million school students in evaluating advertising messages
- Ethnographic Research on Gen Alpha: A study aimed at developing a framework for responsible advertising to younger, tech-native audiences
- Geographic Expansion: Strengthening presence in Bengaluru and Delhi
- Comprehensive Legal Resource: In collaboration with Khaitan & Co., ASCI will launch a consolidated reference on advertising codes and laws in India
- Podcast Series: Developed with The Logical Indian and Marketing Mind
- Visual Asset for Members: A tool enabling members to signal their commitment to responsible advertising
