The Advertising Standards Council of India (ASCI) has launched AdWise, a nationwide consumer education initiative aimed at boosting advertising literacy among school children. Rolled out under the ASCI Academy, the programme plans to reach 1 million students across 2,000 schools by the end of 2026. Since its launch in September, it has already covered more than 1.14 lakh students in 240 schools across seven states, focusing on children from Grades 3 to 8.
AdWise helps students recognise and interpret advertising in both digital and traditional spaces. Early impact assessments show remarkable improvement a 59%–86% jump in correct understanding among Grades 3–5 and 57%–95% among Grades 6–8. The sessions teach skills such as identifying ads, spotting persuasive techniques and understanding how marketing influences behaviour, addressing a critical gap in digital awareness among young audiences.
Following its pilot, the programme is now active in major cities including Delhi NCR, Mumbai, Pune, Nagpur, Lucknow, Varanasi, Indore, Bhopal, Patna, Jaipur, Jodhpur and Kolkata. Phase 2 will expand into Tamil Nadu, Telangana, Punjab, Assam and Karnataka. Workshops are supported by interactive modules, facilitator-led presentations, student handbooks and take-home guides for parents. The NGO SHARP is ASCI’s implementation partner, with content available in English, Hindi and Marathi and additional languages in development.
ASCI is also conducting an ethnographic study on how Gen Alpha interacts with media and advertising. “Children today are exposed to advertising in fundamentally different ways,” said Manisha Kapoor, CEO and Secretary General, ASCI. “Equipping them with critical thinking skills helps build responsible media habits and a more informed generation of consumers.” Through AdWise, ASCI aims to establish early awareness and empower young minds before they become long-term targets of sophisticated marketing.