Brands
ASCI and Futurebrands launches ‘Wielding Influence, Nurturing Trust’ study at the #GetItRight Brand Influencer Summit
Mumbai: The Advertising Standards Council of India (ASCI), in partnership with Futurebrands, unveiled the ‘Wielding Influence, Nurturing Trust’ report at the #GetItRight ASCI Brand Influencer Summit 2023 in Mumbai on Monday. The report discusses the best ways for influencers to build lasting relationships with consumers so that influencer-led brand growth is equitable and profitable for all stakeholders.
The study brings together multiple perspectives that offer new insights into how influencers and brands can foster a culture in which they are genuine in their communication and build enduring engagement with consumers. The report highlights an opportunity for influencers to be engaged at earlier stages as stakeholders in the communication process. It also identifies six major influencer archetypes that allow for a more meaningful way to look at influencers than merely their followers or category affiliations. At a time when the creator movement is gaining significant momentum, the report provides a new paradigm of “informed trust” that allows for a ‘Trust Trinity’ that shapes effective production and consumption of content built on a foundation of authenticity and transparency. The study asserts that trust between consumers and influencers is the core of the relationship, and that it’s not a one-time event but a long-term process.
The summit saw a keynote address by ministry of consumer affairs secretary Rohit Kumar Singh. It hosted top influencers such as trans icon and influencer Sushant Divgikar, Indian fashion icon Masoom Minawala, digital creator and cultural ambassador for India Kamiya Jani, food writer and actor Kunal Vijaykar, digital content creator Viraj Gelani, young finfluencer Anushka Rathod and India’s skin-positive influencer Prableen Kaur.
Comedian, actor and musician, Vir Das enthralled the audience with his unique satirical one-liners during an engaging fireside chat with journalist Anuradha Sengupta.
The other sessions were anchored by prominent experts such as Mukta Lad, Parul Ohri and Subhash Kamath.
The day-long event was filled with discussions, case studies, workshops and mentoring sessions, and offered budding influencers opportunities to network and shape their careers.
The summit ended on a high note with participants mesmerised by the soulful music of Ankur Tewari in a special performance by Coke Studio Bharat.
ASCI CEO & secretary Manisha Kapoor said, “Besides laying down guidelines to protect consumers, ASCI is also committed to help the advertising ecosystem GetItRight, the study and the summit are a step in that direction. Influencers are brilliant, diverse minds that offer a new version of advertising that is excitingly different. Their content has led to connections with audiences in a way never seen before. It is important that trust, authenticity and transparency be the foundation for a sustainable creator economy, with consumer interest at the very core.”
The agenda for the ASCI Brand Influencer Summit 2023 included:
. Mentor Connect
. Keynote address by Shri Rohit Kumar Singh, Secretary, Ministry of Consumer Affairs
. Panel discussion on the ‘Wielding Influence, Nurturing Trust’ report and influencer marketing
. Decoding Effectiveness of Successful Brand-Influencer Partnerships by Knowledge Partner of the event BigBang.Social
. Category Spotlight Sessions: Recipe for Success (Food and Health), Up Close and Personal (Fashion and Beauty), Reaching for the Sky (Travel and Lifestyle) and Show Me the Money (Finance and Fintech)
. Future Gazing Session: a peep into the future of influencer marketing
. Circle of Trust: fireside chat with Vir Das
. Coke Studio Bharat performance
The event was co-sponsored by, Cipla Health, Colgate Palmolive, Diageo India, Mondelez International and Nestle India. Associate sponsors for the event included, Coca Cola India, Johnson & Johnson India, and L’Oreal India. Knowledge partner was Big Bang Social and Media Partner, DB Corp Ltd. The category spotlight session was sponsored by Danone India, ITC Ltd., Johnson & Johnson, Kotak Mahindra Bank, L’Oreal India, MakeMyTrip, Mamaearth, and Marico.
The co-sponsors of the event also co-sponsored the “Wielding Influence, Nurturing Trust” Report; other co-sponsors of the report included, Danone India, Godrej Consumer Products Ltd, ITC Limited, Mamaearth, and Red Bull India.
To access the full report, visit: https://ascionline.in/wielding-influence-nurturing-trust.pdf
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
