Bharat Patel hopes to make ISA an agent which will act as a catalyst in enhancing value and knowledge of commercial communication for advertisers. Bharat Patel Re-elected chairperson of the Indian Society of Advertisers.
Patel says, “We want to make advertising more efficient and effective, along with improving the image of advertising. ISA, through its secretariat and executive committee, will be focused on achieving three critical objectives in the coming years.”
He elaborates that the three objectives are to make advertising more efficient and effective, and to bring out the value and positive role of advertising.
ISA will push for the start up of the Broadcast Audience Research Council (BARC). “We will be putting in efforts for the withdrawal of the stamp duty on advertising contracts in Maharashtra and ensure that advertising commercial terms and conditions are determined by the parties concerned and not by the trade associations,” comments Patel.
To make advertising more effective, ISA has decided to launch a series of innovative workshops and seminars on subjects such as social media and community driven marketing, agency review, remuneration and relationships.
Patel adds, “ISA will continue to strongly support self regulation in advertising so that consumers see advertising to be decent and credible. We will also roll out (with the help of other relevant industry associations in India) some excellent communication material prepared by the World Federation of Advertisers (WFA) to project the positive role played by advertising in social and economic development.”
As far as the advertising content is concerned, Patel remarks that they will work towards creating awareness on what is acceptable and what brings a bad name to advertisers. However, he also points out that opinion leaders and pressure groups continue to malign the advertising industry through negative tactics, which also needs to be kept in check.