Indian Advertising Industry










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THE ADVERTISING AGENCIES ASSOCIATION OF INDIA (AAAI)


AAAI has been behind the National Readership Survey as a joint industry initiative in collaboration with INS and ABC. Having felt the need for a self-regulating body in Advertising, AAAI was highly supportive to the formation of the Advertising Standards Council of India (ASCI). AAAI has been encouraging the formation of Indian Broadcasting Foundation so that it could address the needs of TV channels as well. Some years back, AAAI signed a unique Agreement with IBF, which has mainly codified the working relationship between the members of IBF and AAAI in the matter of placing and paying for the ads. This initiative has been a resounding success for both sides.


Indian advertisment Industry
The AAAI today is truly representative which has larger association of more number of small, medium and large-sized agencies as its members, who together account for almost 80% of the advertising business which is placed in the country. It is thus recognized at all forums wherein the advertisers, media owners and associations, and even Government - as the spokesperson for the advertising industry are part of it. The AAAI mainly functions through the active, voluntary services of a President, a Vice-President, an Honorary Secretary, an Honorary Treasurer and an Executive Committee which is been assisted by a full-time Secretary-General and his staff.

The Association maintains a permanent office, which is located at: 35 Maker Tower F, 3rd Floor, Cuffe Parade, Mumbai- 400 005. The President and other office-bearers are elected every year by the General Body, which comprises all representatives of member agencies. In addition, some Executive Committee Members are co-opted to the Executive Committee and an effort is made to ensure that all zones and groups of agencies (by size) are represented on this Committee. AAAI enjoys a healthy relationship with the Indian Society of Advertisers (ISA). Time and again, AAAI has been called upon by its members to resolve disputes with advertisers for which formal Arbitration proceedings have been conducted.

AAAI also assists its members to collect payment from defaulting advertisers. In summary, AAAI, over the last six decades, has stood by its members and have protected their business interests, be it in dialogue with Government, media bodies or advertisers. AAAI has regulated its members in the orderly conduct of their business affairs, whenever the need arose. And last, but not the least, AAAI provides a platform for training of advertising professionals, recognition of creative work through its coveted Triple-A Awards and honouring outstanding advertising men through its AAAI-Premnarayen Award. The Advertising Agencies Association of India (AAAI) is the official, national organisation of advertising agencies, formed to promote their interests so that they continue to make an essential and ever-increasing contribution to the nation, by working towards the following objectives.

Objectives of AAAI:
  • To benefit Indian consumers and also to protect their interests by helping them to ensure that advertising is honest and in good taste.
  • To benefit the Indian advertisers mostly by promoting their sales, which increases sales and increasing productivity and profitability, to stimulate business and industrial activity.

  • To benefit media by more effectively establishing sound business practices between advertisers and advertising agencies and each of the various media owners.

  • To benefit the nation by harnessing and promoting advertising for the good of the country, its institutions, its citizens, to co-operate with the Government in promoting its social objectives and in the task of nation-building.

  • To encourage the interest of young individuals in the country in the business of communication, to assist in education and training programmes and to provide information of benefit to members. Non-members are also provided this service for a fee.

  • To establish a common platform which would helping in building and sustaining the prestige of the advertising profession and to serve as a spokesman against unwarranted attacks or restrictions on advertising.

  • To establish a forum where all the representatives of advertisers, advertising agencies, media owners and Government can meet on mutual ground and examine problems of mutual concern.

  • To offer effective co-operation and liaise efficiently with Government officials and bodies for the purpose of broadening their understanding of the role of advertisers, advertising and advertising agencies.

  • To co-operate with Government bodies in all the discussion which are pertaining to the matters such as taxes, radio and TV advertising, legislation, political campaign advertising, controls on pharmaceuticals, tobacco or liquor advertising and other subjects of similar complexity and sensitivity.

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