MAM
ASCI elevates ad standards with a vigilant system of digital surveillance. Green claims scrutinised. – Manisha Kapoor, ASCI
Mumbai: The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until the 31st of December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.
Environmental claims include, suggesting or creating an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product or has specific environmental benefits.
Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.
Indiantelevison.com spoke to ASCI secretary general & CEO Manisha Kapoor on the fresh guidelines and the reasoning behind it now. Once the rules are framed, how they will be implemented and much more…..
On the Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” ….it is very easy to say this but how will this be implemented on a larger scale across mediums
ASCI has a well-established code and mechanism for resolving grievances against objectionable ads. Greenwashing is a kind of misleading ad. Not only are such claims against the ASCI Code, but any misleading ad violates The Consumer Protection Act, 2019 as well. Besides accepting public grievances, ASCI’s extensive surveillance system, which includes TAM tracking digital channels and platforms, 32 national newspapers, 50 magazines, and 425 TV channels in 14 languages, ensures that we are looking at advertising across media and geography.
This proactive system, complemented by an in-house digital surveillance team, effectively oversees various mediums. This comprehensive approach underlines ASCI’s commitment to maintaining standards across the diverse landscape of advertising platforms, and we will be scrutinizing green claims as a part of this effort
On being environment-friendly, sustainable, etc are oft-used words, how will a brand now make sure that these words are not used loosely, what would be ASCI’s implementation on this? For carbon offset claims and compostable, biodegradable, recyclable, non-toxic, free-of, etc. claims, how will this be implemented
Once finalized, ASCI’s guidelines will be implemented through proactive Suo-moto surveillance as well as efforts to educate the industry and consumers. These guidelines will help advertisers navigate the complexities of green claims and set clear directives for acceptable advertising practices on the subject, with a specific focus on preventing the indiscriminate use of broad terms such as “environment-friendly” “sustainable.” etc. Brands will be required to substantiate their environmental claims with concrete evidence to ensure accuracy and relevance.
It is recommended that advertisers use narrower claims for which they can provide clear evidence. Advertisers will need to provide competent and reliable scientific evidence for claims regarding carbon offset, compostability, biodegradability, recyclability, non-toxicity or any other environmental claims made in advertising. The guidelines also call for transparency in the evaluation process of these claims and require certifications from nationally or internationally recognized authorities to verify the authenticity of such claims.
On Influencers and Celebrities endorsing such claims what will be the implication on them, will the brand be held responsible or the person endorsing it
By ASCI’s guidelines, influencers and celebrities endorsing environmental claims must ensure they have done due diligence to ensure the accuracy and reliability of their information. By law, endorsers need to make sure they have done due diligence for the ads they endorse, or else they can be fined or suspended from endorsements. In the past, the government has taken action against celebrities as well as brands. ASCI has an ‘Endorser Due Diligence’ service in place through which endorsers, including celebrities, can ensure they have taken all precautions to feature in ads without misleading content.
On how clear is the context, about environmental claim should specify whether it refers to the product, the product’s packaging, a service, or just to a portion of the product, package, or service. Can you elaborate on this
The guideline emphasizes precision and transparency in environmental claims. If not evident from the context, any claim regarding a product’s environmental impact should explicitly mention whether it pertains to the entire product, its packaging, a specific service, or only a portion of the product, package, or service. This ensures that consumers receive clear and accurate information about e what specific aspects of a product or service are green. The goal is to prevent ambiguity and promote transparency in advertising practices, aligning with ASCI’s commitment to responsible advertising.
On how does a common consumer differentiate between genuine claims and claims made by so-called influencers on various social media platforms, especially Instagram
Consumer vigilance and education on advertising is a key aspect ASCI is working on as part of the ASCI Academy. We have tied up with several civil society organizations to improve the advertising literacy of consumers. We will also soon launch a certification course for influencers to ensure their work is responsible. While consumer education is a large and long-term exercise, ASCI is stepping up its efforts in this area along with several other organisations.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
