Brands
ASCI unveils new brand identity, steps up focus on digital
Mumbai: The Advertising Standards Council of India (Asci) is all set to update its guidelines and procedures according to the changing requirements of the digital era. The advertising industry’s self-regulating body has unveiled a new brand identity on Wednesday to reflect the agenda of becoming future-facing and more inclusive.
As part of the new phase, Asci will update its guidelines and procedures to include ads on the digital media. This will also take note of the changing consumers’ expectations and interactions with advertisements and the media.
It will also expand its offerings and services that will help advertisers balance creativity and responsibility. Apart from its regular complaint management system and process, Asci will now also help advertisers with services that help them “get it right”, with the help of advisory services and research-based insight studies. It has already launched a massive study GenderNext, that looks at gender depiction in advertising, to provide new starting points for advertisers for more progressive gender depictions. It is also in the process of overhauling its Advertising Advisory service, which will support advertisers at the pre-production stage, it said on Wednesday.
Underlining the need for a new brand identity, Asci chairman Subhash Kamath said, “With new-age challenges posed by the digital age, it is imperative for ASCI to take a leap into becoming a contemporary thought leader and add greater value to consumers, industry and all our stakeholders. The new logo represents this very interesting phase of ASCI’s journey, and the vibrant and optimistic outlook of responsible advertising. Our ideology and aim remain unchanged; however, we are now on the path to becoming a more dynamic and future facing organisation.”
The advertising industry’s self-regulatory body will also deploy the latest technology tools, machine learning and AI systems to track and measure advertising content. Technology will help ASCI be more vigilant, more real time in overseeing the sheer explosion of advertising content, and enable a smoother interaction between consumers, industry and other stakeholders.
The new logo signals that ASCI is gearing up towards this fast evolving and dynamic environment of consumers and advertising, said Nihilent Ltd, chief creative officer, KV Sridhar. “The colourful logo palette denotes the vibrancy of advertising and communication itself, as well as the diversity of ASCI’s stakeholders who have taken the oath to self-regulate and create ads with responsibility. The elegant and inclusive font reflects an organisation opening up to newer kinds of stakeholders, an organisation that is collaborative and demonstrates leadership in bringing together the needs of different stakeholders,” said Sridhar, whose agency designed the new logo.
Brands
Perfetti Van Melle names BWO as Chupa Chups licensing partner in India
Partnership expands iconic confectionery brand into lifestyle categories
MUMBAI: Perfetti Van Melle has appointed Black White Orange Brands Pvt. Ltd. as the official licensing agent for its iconic Chupa Chups in India, marking a push to extend the brand beyond sweets into lifestyle categories.
Under the agreement, Black White Orange will develop and manage the licensing programme across segments such as apparel, accessories, home goods, personal care and back-to-school products. The move signals a broader strategy to tap into India’s growing appetite for brand-led consumer products.
Known for its colourful identity and instantly recognisable logo created by Salvador Dalí, Chupa Chups has evolved into a global pop-culture icon. The India licensing programme aims to translate that playful appeal into products tailored for local consumers.
Perfetti Van Melle area licensing manager Anna Amat said the partnership would help unlock opportunities beyond confectionery, adding that the company sees strong potential for the brand’s expansion in India.
Black White Orange Brands Pvt. Ltd. co-founder and COO Mitali Desai noted that the focus will be on building a visually distinctive and design-led licensing portfolio that reflects the brand’s playful identity.
With India’s retail landscape evolving rapidly, the partnership is expected to drive collaborations with manufacturers and retailers across fashion, lifestyle and gifting segments. Product rollouts are likely to begin in phases through key distribution channels.
As global brands look to deepen their footprint in India, Chupa Chups’ move from candy counters to lifestyle shelves could add a fresh pop of colour to the market.
