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<ul><li><keyword id="169284" type="ORGANIZATION" weightage="20" keywordseo="ASCI">ASCI</keyword> enters the next phase of evolution, unveils a new brand identity.</li><li>Advertising industry body invests in technology-led future to become more responsive, dynamic and inclusive.</li></ul>Freshfrom a series of new initiatives such as the <keyword id="11341642" type="UNKNOWN" weightage="20" keywordseo="Influencer-guidelines">Influencer Guidelines</keyword>, asci.social, the Guidelines for Online Real Money Gaming, the <keyword id="120108" type="ORGANIZATION" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI) has unveiled a new brand identity to reflect the agenda of becoming future-facing and more inclusive. ASCI has always been the conscience keeper of the Indian advertising industry, and in this new phase, it aims to expand its offerings and services that will help advertisers balance creativity and responsibility. In addition to its time tested and robust complaint management system and process, the three new dimensions of ASCI’s future activities are: 1.Helping advertisers with services that help them “get it right”. These include advisory services and research-based insight studies. ASCI has already embarked on a massive study <keyword id="11830844" type="UNKNOWN" weightage="20" keywordseo="gendernext">GenderNext</keyword>, that looks at gender depiction in advertising, and aims to provide new starting points for advertisers for more progressive gender depictions. ASCI is also in the process of overhauling its Advertising Advisory service, which will support advertisers at the pre-production stage. This approach will provide the necessary thought leadership, provocations and support to the advertising ecosystem to create more responsible advertising. 2.Gearing up for the digital age: ASCI recognizes that with the digital age, not only are consumers seeing more ads on the digital media, but also their expectations and interactions with advertisements and the media world is changing. The industry has reorganized itself to reflect this new reality. The coming together of marketing and information technology is determining how advertisements get created and consumed. Updating our guidelines and procedures to keep consumers safe in the digital age is of paramount focus for ASCI 3.Deployment of technology: Use of technology tools, machine learning and AI systems to track and measure advertising content is going to be a critical part of ASCI, going forward. Technology will help ASCI be more vigilant, more real time in overseeing the sheer explosion of advertising content. Deployment of technology in its complaint management system will also enable a smoother interaction between consumers, industry and other stakeholders with ASCI. <keyword id="212022" type="PERSON" weightage="20" keywordseo="Subhash-Kamath">Subhash Kamath</keyword>, Chairman, ASCI, said: “ASCI has stepped into the next phase of challenges that impact the interests of consumers in new ways. 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 organization.” <keyword id="1112320" type="ORGANIZATION" weightage="20" keywordseo="KV-Sridhar">KV Sridhar</keyword>, Chief Creative Officer (Global), <keyword id="11830843" type="UNKNOWN" weightage="20" keywordseo="nihilent-ltd">Nihilent Ltd</keyword>, which designed the logo, said: “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 idea of creativity with responsibility is central to ASCI. The logo also reflects the dynamic nature of media platforms and the newer interesting ways in which communication is being created and consumed today. The elegant and inclusive font reflects an organization opening up to newer kinds of stakeholders, an organization that is collaborative and demonstrates leadership in bringing together the needs of different stakeholders. It signals that ASCI is gearing up towards this fast evolving and dynamic environment of consumers and advertising. Advertising veteran Roger C B Pereira, Founder Member, ASCI, said: The world today is remarkably different from when we started ASCI in 1985. However, what is noteworthy is that the twin principles of consumer protection and fostering creativity remain unchanged.

ASCI unveils a new brand identity to reflect the agenda of becoming future-facing and more inclusive

<ul><li>Amul Macho’ blames Lux Cozi for copying its 'toing' ad. </li><li>The <keyword id="117555" type="General" weightage="20" keywordseo="lux-cozi-ad" source="Orion">Lux Cozi Ad</keyword> featuring Varun Dhawan is currently being aired on various news channels and on Sony TV, appears to take more than just inspiration from the popular <keyword id="12036072" type="General" weightage="20" keywordseo="amul-macho-toing-ad" source="Orion">Amul Macho TOING Ad</keyword> that was released in 2007.</li></ul>J G Hosiery Pvt Ltd., makers of <keyword id="12036071" type="General" weightage="20" keywordseo="macho-innerwear" source="Orion">Macho Innerwear</keyword>, alleges that Lux Cozi has copied its Amul Macho TOING Ad. The Lux Cozi Ad that is currently being aired on various news channels and on Sony TV, appears to have taken more than just inspiration from the popular Amul Macho TOING Ad that was released in 2007. <div type="Youtube" id="tYOCArcCAhs" title="VARUN DHAWAN//YUKTI THAREJA//LUX COZI AD//NEW AD//2021||" thumbUrl="https://i.ytimg.com/vi/tYOCArcCAhs/mqdefault.jpg"></div> <keyword id="3013821" type="General" weightage="20" keywordseo="jg-hosiery" source="Orion">JG Hosiery</keyword> has complained about the plagiarism and ASCI has accepted JG Hosiery’s complaint for further processing. As is well known, The <keyword id="120108" type="General" weightage="20" keywordseo="advertising-standards-council-of-india" source="Orion">Advertising Standards Council of India</keyword> (ASCI) is a self-regulatory body and ensures that all advertisements are honest, truthful, safe, within societal norms and not unfair to competition, on a self-regulatory basis. <div type="Youtube" id="lCVodxIGDFg" title="Yeh To Bada Toing hai - Amul Macho sensual Ad" thumbUrl="https://i.ytimg.com/vi/lCVodxIGDFg/mqdefault.jpg"></div> The Lux Cozi Ad contravenes Chapter IV of the ASCI Code, Clause 4.3, which states that: “Advertisements shall not be similar to any other advertiser’s earlier run advertisements in general layout, copy, slogans, visual presentations, music or sound effects, so as to suggest plagiarism."Navin Seksaria, CEO, JG Hosiery Pvt Ltd said, “We find it shocking that a worthy and esteemed competitor appears to want to ride on the creative success of a brand that’s a market leader in its category, by blatantly copying its popular Ad concept and executional elements. We hope good reason will prevail and the copied Ad will be withdrawn forthwith.” The company finds the premise of the Ad by Lux Cozi to be identical to the Amul Macho TOING Ad and the storyline of the Lux Cozi Ad to be strikingly similar to their own creative asset. It’s a matter of deep concern to J G Hosiery that the woman in the Lux Cozi ad holds up the Lux Cozi underwear to show that her man wears Lux Cozi, implying that Varun Dhawan should stay away, in a similar manner to how it was held up by Sana Khan in the Amul Macho TOING ad. Amul Innerwear team takes the matter of their creative asset being copied very seriously, believing that the visual similarity of the two Ads cannot be a mere co-incidence. Both women in the two respective ads hold up the underwear to make a statement about the fact that, “My man wears this”. The similarity between the two ads does not end there but has so many common executional elements that JG Hosiery has felt compelled to call out the copy-cat work and point out, what appears to be an opportunistic brand building attempt by Lux Cozi. Various executional elements of the Amul Macho Ad film can be seen in the Lux Cozi Ad film, some of which include:<ul><li>The way the woman holds up the underwear </li><li>The colour of the underwear</li><li>The shape of the underwear</li><li>Specific expressions of the support cast when they see the underwear </li><li>The music theme </li><li>The setting being that of a small town and including washing/drying clothes</li></ul>

Amul Macho files a complaint against Lux Cozi for allegedly plagiarising its 'toing' advertisement from 2007

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ASCI unveils a new brand identity to reflect the agenda of becoming future-facing and more inclusive

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Amul Macho files a complaint against Lux Cozi for allegedly plagiarising its 'toing' advertisement from 2007

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