NEW DELHI: Shweta Purandare, former secretary general of the advertising industry regulator Advertising Standards Council of India (ASCI), on Monday announced the launch of an in-store advisory service called Tap-a-Gain for advertisers, agencies and small business owners to help their advertising communication is correct and compliant with regulations.
He will also provide due diligence for celebrity approval and influencer advertising, digital and social media compliance as well as social media communications and content strategy. The company will also help brands justify claims made in their advertising campaigns to ASCI in the event that a complaint is filed against the ad.
Purandare said Tap-a-Gain will work on both a mandate and a project basis. He currently has a team of four with expertise in social media, business development and law.
âCurrently there are thousands of advertisers, but only a handful of them are part of the self-regulatory framework. Over the past two or three years, several small businesses have emerged that actively use digital platforms to advertise, but often they don’t. have internal capacities to comply with advertising regulations.With the entry into force of the Central Consumer Protection Authority (CCPA) and influencer marketing guidelines, more businesses of all sizes will be required responsible for their advertising. strategies and campaigns, âPurandare said.
To create Tap-a-Gain, Purandare left Diageo India where she led the company’s brand and communications.
At ASCI, she helped lead her transformation over an eight-year period during which key MOUs were established with key regulators such as the Department of Consumer Affairs, FSSAI, Ministry of AYUSH and interactions with the Ministry of Information and Broadcasting.
During his 28-year career, Purandare has accumulated experience in product evaluation, product approval, advertising claims support, regulatory compliance, government affairs, social media strategy, grievance resolution and consumer counseling services.
His experience spans multiple industries such as Consumer Staples (FMCG), Beauty, Personal Hygiene, Home Care, Healthcare, Food and Beverage. She was also Scientific Director of L’OrÃ©al India, heading the Product Assessment Center and the Consumer Complaints Department. She was a regulatory affairs expert at Procter & Gamble India.
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