Former ASCI secretary common Shweta Purandare launches consultancy service
NEW DELHI: Shweta Purandare, former general secretary of the Advertising Standards Council of India (ASCI), announced on Monday the launch of a boutique advisory service called Tap-a-Gain aimed at advertisers, agencies and small business owners to get their advertising communications right and make it compliant.
It will also provide due diligence for celebrity and influencer advertising support, digital and social media compliance, and a strategy for communication and content on social media. The company also helps brands substantiate the claims made to ASCI in their advertising campaigns in the event a complaint is filed against the ad.
Purandare said that Tap-a-Gain will operate on both a retainer and a project basis. It currently has a team of four with expertise in social media, business development, and law.
“There are currently thousands of advertisers, but only a handful of them are part of the self-regulatory framework. In the past two to three years there have been several small businesses that actively use digital platforms for advertising, but often lack in-house compliance capabilities Advertising Regulations. With the Central Consumer Protection Authority (CCPA) and influencer marketing guidelines going into effect, more companies of all sizes are being held accountable for their advertising, using our role as a guide and second opinion on advertising strategies and campaigns, “Purandare said.
To found Tap-a-Gain, Purandare left Diageo India where she worked as Head of Corporate Branding and Communications.
At ASCI, she helped steer the transformation over an eight-year period by creating key MoUs with key regulatory agencies such as the Department of Consumer Affairs, FSSAI, the Department of AYUSH, and interactions with the Department of Information and Broadcasting .
In her 28 year career, Purandare has gained experience in product evaluation, product recommendation, advertising claim support, regulatory compliance, government affairs, social media strategy, complaint process and consumer advice.
Her experience spans multiple sectors such as Fast Moving Consumer Goods (FMCG), Beauty, Personal Care, Home Care, Healthcare, Food and Beverage. She was also the Scientific Director at L’Oreal India, heading the Product Evaluation Center and Consumer Complaint Department. She was a Regulatory Affairs Expert at Procter & Gamble India.
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