Top Story


Home >> Advertising >> Article

Pradeep Guha takes over as Chairman of Asian Federation of Advertising Association

Font Size   16
Pradeep Guha takes over as Chairman of Asian Federation of Advertising Association

Pradeep Guha has taken over as Chairman of the Asian Federation of Advertising Associations (AFAA). Even as the Declaration in this context was signed at the recently concluded AdAsia 2009 at Kuala Lampur, the AFAA announced this on December 7, 2009.

Speaking on some new perspectives for AFAA, and the industry at large, Guha said in a prepared statement: “While the improvement on standards, ethics and practices of advertising has constantly been the objectives of the AFAA, there is a need to review it in the context of regional and national socio-economic development. If we dare say it, advertising – both as a discipline and as a business – is at crossroads and there is a pressing necessity to strengthen interaction between Asian and multinational agencies, which will be a key focus of AFAA.”

Guha further said that it was important for the industry to realise the significance of human relations and social harmony through communications – whether it was in the forms of intra-association co-operation or agency-association relationship. He said: “In Asia, growth for the sake of growth is no longer ideal. We have in our hands greater responsibility toward the consumers and the wellbeing of the community that we represent. The velocity of advertising movements must not only be dictated by economic activities, but also ethics, cultural values and advertising standards that have been outlined in the Kuala Lumpur Declaration.”

The Declaration aims to invest in the promotion of Asian values in advertising and which should lead Asians in the realisation of higher values. Standards are no longer a set of rigid guidelines that must be met and its attainment is not the end of compliance. Standards must now evolve in tandem with the expansion of social responsibility and cultural requirements.

AFAA was founded in 1978, and has representations in 16 Asian nations (Japan, Korea, Taipei, Hong Kong, Thailand, Vietnam, Malaysia, Singapore, Philippines, Indonesia, Bangladesh, India, Sri Lanka, Nepal, Pakistan and UAE). Its primary objectives are to unify all Asian associations involved in the various aspects of advertising and upgrade the standards, ethics, and practices of advertising and to bring about a meaningful contribution from advertising activities to both regional and national socio-economic development. Under its auspices, AdAsia (biennially), Adfest (annually), and the Asia Pacific Media Forum (biennially) are held.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.