Moving forward and united as Asians

A new beginning is a time of new opportunities. As Pradeep Guha, (representing the Advertising Council of India), takes over as the Chairman of Asian Federation of Advertising Associations (AFAA), he has certain such new perspectives on his mind for the organization and the industry at large.

Guha said “While the improvement on standards, ethics and practices of advertising has constantly been the objectives of the AFAA, there is a need to review it in the context of regional and national socio-economic development. If we dare say it, advertising – both as a discipline and as a business – is at crossroads and there is a pressing necessity to harmonise and strengthen interaction between Asian and multinational agencies which will be a key focus of AFAA.

It is urgent that we realise the significance of human relations and social harmony through communications – whether in the forms of intra-association co-operation or agency-association relationship. In Asia, growth for the sake of growth is no longer ideal. We have, in our hands, greater responsibility toward the consumers and the wellbeing of the community that we represent. The velocity of advertising movements must not only be dictated by economic activities but also ethics, cultural values and advertising standards that have been outlined in the Kuala Lumpur Declaration.

The Declaration, which was signed recently at AdAsia 09, aims to invest in the promotion of Asian values in advertising and which should lead Asians in the realisation of higher values. Standards are no longer a set of rigid guidelines that must be met and its attainment is not the end of compliance. Standards must now evolve in tandem with the expansion of social responsibility and cultural requirements. It is hoped that when the advertising fraternity meets again in New Delhi for AdAsia 2011, they do so not only as successful advertisers but also as more humane individuals.