ASCI has released a long list of advertising guidelines for educational institutions and edtech players.
Illustration: Chaitanya Dinesh Surpur
There are businesses that survive on FOMO (fear of missing out). The communication, therefore, hinges on the big ‘if’. Take, for instance, the skin whitening and fairness cream industry. Its advertisements are targeted towards teens and young adults of both genders (but largely skewed towards girls and women). The commercials, as expected, revolve around ‘if’: If you use the cream, then you will become fair; if you use the lotion and become fair, then you will become attractive to the other gender; if you use skin whitening products, then you will gain confidence, and this will have a positive rub-off on your job, personal life and marriage. The endless nuisance of ‘if’ never ends.