Ad Campaigns
ASCI joins UN Women’s gender programme Unstereotype Alliance
MUMBAI: Advertising industry watchdog Advertising Standards Council of India (ASCI) on Monday announced that it has become a founding ally of the UN Women’s gender-based programme called Unstereotype Alliance. UN Women is a United Nations entity for gender equality and women's empowerment.
"After announcing a nationwide GenderNext study, ASCI is pleased to announce that we are now a founding ally of the UN women’s programme, the UNstereotype Alliance," ASCI said in a tweet.
ASCI now becomes a founding ally of the @unwomenindia @un_stereotype
to further its Gender agenda. This comes days after ASCI announced it's #GenderNext study.@kapoor_manisha @Subkam https://t.co/Y2776fLVVk https://t.co/FoGnE5ga4M— ASCI (@ascionline) March 29, 2021
A thought and action platform, Unstereotype Alliance aims to remove negative stereotypes around women in the media and advertising content. The programme unites industry leaders, decision-makers and creatives globally to end harmful gender-based stereotyping in advertising. The alliance contributes to empowering women in all their diversity (race, class, age, ability, ethnicity, religion, sexuality, language, education, etc.) and addressing harmful masculinities to help create a gender equal world. The launch of the India chapter of the programme is scheduled for 30 March.
ASCI has shifted its focus to gender portrayal after recently preparing guidelines on influencer marketing, online gaming and covid-related advertising in India. Just last week, the ad industry regulator had, in association with Futurebrands, launched its first ever deep, immersive dive into gender depiction in Indian advertising. The study titled ‘GenderNext’ aims to provide actionable insights that can shape the gender narratives in advertising positively, ASCI said. The study is the first of several initiatives ASCI aims to undertake in 2021 as part of a year-long focus on gender, the regulator said.
The report, which is set to be released in September, will study more than 200 national and regional advertisements published in the past few years. ASCI said it plans to expand its existing advertising code using the study findings. To unravel gender narratives in advertising, to evolve and enrich gender understanding in the context of cultural change and to provide insights to navigate and embrace positive narratives for women in advertising content were listed as some of the main objectives behind the exercise. With this new found alliance, the advertising regulator hopes to further expand its gender agenda.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
