The Advertising Standards Council Of India (ASCI), for the first time, plans to launch a television campaign in an effort to build public confidence in advertising from August 24, 2001. Featuring firebrand television star Ms Priya Tendulkar, the 30 second television commercial will urge consumers to complain to ASCI if they come across a dishonest, indecent or misleading advertisement.
According to ASCI chairman Sam Balasara Mr. Balsara, the council gets around 150 complaints every year. With the help of the new commercial he hopes to get 450 complaints in a year.
“One of the constant complaints I hear from consumers and consumer bodies is that ASCI is only there to settle intra-industry disputes and it does not make any effort to educate genuine consumers about the redressal set up that’s available to them,” added Mr. Balsara.
“Our board of governors felt that Priya Tendulkar is the right spokesperson for ASCI whom consumers could relate to. Given the image of Priya Tendulkar as a consumer activist starting with her programme ‘Rajni’ in the last 80s to the current “Zimmedar Kaun” we felt that she was the right choice,” added Mr. Balsara.