AD Agencies
ASCI fortifies guidelines for qualification of brand extension of restricted categories
Mumbai: The Advertising Standards Council of India (ASCI) has updated its guidelines for ‘Qualification of Brand Extension-products and services’ under the restricted category prohibited from advertising by law. These modifications have been detailed in Chapter III Clause 3.6 (a) of the ASCI code, and specifically target brand extensions associated with restricted categories such as liquor and tobacco.
While ASCI had in place specific guidelines for brand extension, which were modified a few months back, it was felt necessary to further strengthen these in view of mega-budget celebrity campaigns during high-profile sporting events in India. ASCI’s current guidelines provide for brand extensions to cross certain thresholds of business, investment or distribution criteria for them to be considered genuine extensions. ASCI has now added specific criteria also for advertising spends in relation to turnover of the said extension.
Key Features of the New Code for Brand Extensions:
1. Advertising spends have to be in proportion to sales turnover of extension: ASCI has mandated that the advertising budget for genuine brand extensions of restricted master brands has to be commensurate with the extension’s sales turnover. The proportions for the ad budgets are capped at 200 per cent (ie. not more than 200 per cent) of the turnover in the first two years of launch of the extension, followed by 100 per cent (i.e. not more than 100 per cent) of revenue in the third year, 50 per cent in the fourth year, and 30 per cent thereafter. The advertising budget includes media expenditure across all forms of media in the previous 12 months, payments to celebrities for brand endorsements on an annualised basis, and the annual average money spent on advertising production for the brand extension in the previous three years.
This measure will ensure a balanced approach to advertising investment in alignment with the extension’s sales performance over time.
2. Treatment of Variants under Brand Extension: For clarity, any variants launched under the brand extension will not be considered as a fresh extension. The original date of the first brand extension will apply.
3. Certification by Reputed CA Firms: To ensure genuine compliance, all evidence supporting the brand extension’s qualifications for advertising must be certified by a reputed and independent CA firm.
4. If a brand extension of a parent brand that is under one of the restricted categories don’t meet the updated qualifications, ASCI will not consider it to be a genuine extension, but a surrogate created to advertise a restricted category. ASCI’s updates will contribute to maintaining the integrity of advertising in India, upholding ethical standards, and protecting consumers from misleading practices.
Throwing more light on the amendment to the fresh changes to the Brand Extension Guidelines ASCI CEO and secretary general Manisha Kapoor said, “As part of our ongoing commitment to consumer protection and ethical advertising, ASCI has introduced these new additions to the brand extension guidelines. These measures are essential to prevent the misuse of brand extensions as surrogates for advertising in restricted categories. We believe that these guidelines will strengthen the integrity of advertising in the industry.”
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
