13 Sep 2010|Noida | Amity University, Noida Campus
Mr. Allan Collaco, General Secretary Advertising Standards Council of India visits Amity School of Communication
A special session on self regulation and ethics in advertising was organized by the Amity School of Communication (ASCO).
Mr. Allan Collaco, General Secretary Advertising Standards Council of India visited Amity School of Communication.
Mr. Collaco, who flew down specially from Mumbai to interact with students, discussed the mandate and the role of ASCI, as well as the role of self regulation in advertising. He discussed these aspects by showing different T.V commercials. Mr. Collaco began his presentation by asking a question – What makes you contact the Advertising Standards Council of India? - to which he received some very interesting replies.
He showed a video clip depicting the main role and basis of foundation of the Advertising Standards Council of India. This was followed by a series of discussions about what makes an advertisement go off the air. The discussion included showing of various ad films that were questioned by the consumers, competitors and suo moto, the decision of ASCI and then the reason for the decision. Since its inception in 1985, Advertising Standards Council of India have reviewed countless number of advertisements in India and judged each one of them with an unbiased frame of mind.
The session lasted for two hours and was very interactive, with students from both Masters and Bachelor’s programme by asking a number of questions like,Is ASCI a toothless tiger?, What is the point of taking an ad off air, when it has already made an impact.
The students wanted to know the entire point of how the ads are regulated and how and who gives a complaint about an ad. Mr. Collaco cited the law of natural justice in defense. He said that the advertiser is given at least 15 days to respond to the complaint.
The session generated much debate about the commercials, and ASCI’s verdict on them. It was quite a treat for the students to get a chocolate for every correct answer given for the questions asked by Mr. Collaso during the Q&A session.
The Director of Amity School of Communication (ASCO) Prof (Col) R.K Dargan was also present in the occasion.