ASCI and Futurebrands launch ‘Wielding Influence, Nurturing Trust’ study at the #GetItRight Brand Influencer Summit

Feb 27th '23

  • Study offers a new paradigm of informed trust in the context of influencer marketing.
  • Identifies opportunities for brands and influencers to partner more meaningfully and deeply.
  • Daylong summit hosted sessions led by some of the most influential digital creators, influencer agencies and CMOs.


The Advertising Standards Council of India (ASCI), in partnership with Futurebrands, unveiled the ‘Wielding Influence, Nurturing Trust’ report at the #GetItRight ASCI Brand Influencer Summit 2023 in Mumbai on Monday. The report discusses the best ways for influencers to build lasting relationships with consumers so that influencer-led brand growth is equitable and profitable for all stakeholders.


The study brings together multiple perspectives that offer new insights into how influencers and brands can foster a culture in which they are genuine in their communication and build enduring engagement with consumers. The report highlights an opportunity for influencers to be engaged at earlier stages as stakeholders in the communication process. It also identifies 6 major influencer archetypes that allow for a more meaningful way to look at influencers than merely their followers or category affiliations. At a time when the creator movement is gaining significant momentum, the report provides a new paradigm of “informed trust” that allows for a ‘Trust Trinity’ that shapes effective production and consumption of content built on a foundation of authenticity and transparency. The study asserts that trust between consumers and influencers is the core of the relationship, and that it’s not a one-time event but a long-term process.


The summit saw a keynote address by Shri Rohit Kumar Singh, Secretary, Ministry of Consumer Affairs. It hosted top influencers such as trans icon and influencer Sushant Divgikar (aka Rani); Masoom Minawala, a global Indian fashion icon; Kamiya Jani, digital creator and cultural ambassador for India; food writer and actor Kunal Vijaykar, Viraj Ghelani, a digital content creator; Anushka Rathod, a young finfluencer and India’s first skin-positive influencer Prableen Kaur.


Renowned comedian, actor and musician, Vir Das enthralled the audience with his unique satirical one-liners during an engaging fireside chat with journalist Anuradha Sengupta. The other sessions were anchored by prominent experts such as Mukta Lad, Parul Ohri and
Subhash Kamath.


The day-long event was filled with discussions, case studies, workshops and mentoring sessions, and offered budding influencers opportunities to network and shape their careers.


The summit ended on a high note with participants mesmerised by the soulful music of Ankur Tewari in a special performance by Coke Studio Bharat.


Manisha Kapoor, CEO and Secretary General, ASCI, said “Besides laying down guidelines to protect consumers, ASCI is also committed to help the advertising ecosystem GetItRight, the study and the summit are a step in that direction. Influencers are brilliant, diverse minds that offer a new version of advertising that is excitingly different. Their content has led to connections with audiences in a way never seen before.


It is important that trust, authenticity and transparency be the foundation for a sustainable creator economy, with consumer interest at the very core.”


The agenda for the ASCI Brand Influencer Summit 2023 included:


  • Mentor Connect
  • Keynote address by Shri Rohit Kumar Singh, Secretary, Ministry of Consumer Affairs
  • Panel discussion on the ‘Wielding Influence, Nurturing Trust’ report and influencer marketing
  • Decoding Effectiveness of Successful Brand-Influencer Partnerships by Knowledge Partner of the event BigBang.SocialCategory Spotlight Sessions: Recipe for Success (Food and Health), Up Close and Personal (Fashion and Beauty), Reaching for the Sky (Travel and Lifestyle) and Show Me the Money (Finance and Fintech)
  • Future Gazing Session: a peep into the future of influencer marketing
  • Circle of Trust: fireside chat with Vir Das
  • Coke Studio Bharat performance


The event was co-sponsored by, Cipla Health, Colgate Palmolive, Diageo India, Mondelez International and Nestle India. Associate sponsors for the event included, Coca Cola India.


Johnson & Johnson India, and L’Oreal India. Knowledge partner was Big Bang Social and Media Partner, DB Corp Ltd. The category spotlight session was sponsored by Danone India, ITC Limited, Johnson & Johnson, Kotak Mahindra Bank, L’Oreal India, MakeMyTrip, Mamaearth, and Marico.


The co-sponsors of the event also co-sponsored the “Wielding Influence, Nurturing Trust” Report; other co-sponsors of the report included, Danone India, Godrej Consumer Products Ltd, ITC Limited, Mamaearth, and Red Bull India.


To access the full report, visit:


Source: ASCI


About ASCI
The Advertising Standards Council of India (ASCI), established in 1985, is committed to the cause of selfregulation in advertising, ensuring the protection of consumer interests. ASCI seeks to ensure that advertisements conform to its Code for Self-Regulation, which requires advertisements to be legal, decent, honest, and truthful and not hazardous or harmful while observing fairness in competition. ASCI looks into complaints across ALL MEDIA such as Print, TV, Radio, hoardings, SMS, Emailers, Internet/website, product packaging, brochures, promotional material and point of sale material etc. In January 2017, the Supreme Court of India in its judgement affirmed and recognised the self-regulatory mechanism as an effective pre-emptive step to statutory provisions in the sphere of advertising content regulation for television and radio in India. ASCI’s role has been acclaimed by various Government bodies including The Department of Consumer Affairs (DoCA), Food Safety and Standards Authority of India (FSSAI), Ministry of AYUSH as well as the Ministry of Information and Broadcasting (MIB). MIB issued an advisory for a scroller providing ASCI’s WhatsApp for Business number 77100 12345, to be carried by all TV broadcasters for consumers to register their grievance against objectionable advertisements. On the international front, in 2021, ASCI CEO and Secretary General, Ms. Manisha Kapoor, was elected as one of the four Vice-President’s on the Executive Committee of the International Council on Ad Self-Regulation (ICAS). Among several awards bestowed by the European Advertising Standards Alliance (EASA), ASCI bagged a Gold Global Best Practice Award for the Mobile App “ASCIonline” (2016), a special recognition for its “Guidelines for Celebrities in Advertising” at the first-ever ‘Global Awards for Effective Advertising Self-Regulation’ hosted by the ICAS (2019). In 2021, ASCI also won two ICAS awards, one for the ASCI scroll telecast across television in the ‘Best Awareness Raising Initiative’ and for its extensive digital suo-moto monitoring through the NAMS initiative, in the ‘Special Category’. It also got a special mention in the ‘Best Sectoral Initiative’ category for its efforts and regulatory recognition of its Gaming Guidelines


Understand the rules on influencer marketing

Whether you are publishing advertising content on others’ platforms or including promotional content from others on your website and elsewhere, you need to be aware of the influencer guidance.


Did you forget to #ad? Is your Instagram advertising missing a disclosure message?


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