Melt takes a closer look at the Advertising Standard Council of India or ASCI’s efforts to help consumers and the industry navigate certain codes and guidelines that allow responsible advertising practices. Established in 1985, ASCI is a self-regulatory voluntary organization of the advertising industry in India. To know more, Anant Rangaswami (Editor, MELT) is in conversation with Subhash Kamath (Chairman, ASCI and CEO, BBH India & Publicis Worldwide, India).