The Advertising Standards Council of India (ASCI) has appointed Rajan Anandan, Managing Director & Country Head of Google India, as a member of its Board of Directors. Anandan’s induction immediately follows the appointment of ASCI’s new Chairman I Venkat during the last AGM.
Anandan’s appointment on the Board is strategic to ASCI’s plans to step up its efforts to promote fair advertising practices in the online domain. With a large percentage of India’s population being very young, digital adoption is expected to increase going forward as more of the population comes of age and there will be a proportionate increase in online revenue spends. Thus, it becomes imperative for ASCI to ensure that advertising on the Internet conforms to the current code of conduct.
Commenting on the development, I Venkat said, “The Internet is increasingly becoming a significant touch-point for brands to connect with consumers. Thus, it becomes essential that online advertising is aligned to the primary objects of ASCI. Rajan’s appointment on ASCI’s Board will help ASCI generate the necessary consciousness towards fair advertising practices in the online domain.”
Anandan remarked, “The Internet in India has over 100 million users and is quickly becoming a scale advertising medium for companies in many industries. Being on the Board will quintessentially help ASCI and Google to jointly create awareness about fair advertising practices across a large bandwidth of consumer touch-points on the Internet.”
It is estimated that the Indian online advertising revenue will touch Rs 1,500 crore by the end of 2011. With the kind of growth seen in this space, online advertising would possibly be worth around $1 billion by the end of 2014. Thus, bringing an increasing consciousness on the way brand advertising is done in the online space is critical for ASCI.