ASCI ad guidelines: How adding a hashtag can transform influencer strategy

Felix Joy

Guidelines by ASCI, the Advertising Standards Council of India, make it mandatory for online influencers to prominently label promotional content, but Blink Digital’s Felix Joy says this will impact their credibility as they are seen to be more trustworthy and authentic.

This article is part of a Spotlight series on how marketers can optimise influencer marketing strategies in India. Read more

Before influencer marketing, there were celebrity endorsements. At a time when print, television and radio were at the core of advertising, there was no easier way to weave the narrative of a product being the supposed “Chemical X” to success.

Take Michael Jordan’s partnership with Nike for instance. The halo effect of Jordan’s absolute dominance in the NBA was critical to Nike’s perception/myth/legend as high-performance shoes. In India, when Kapil Dev and Sachin Tendulkar...

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