A panel discussion on best practices for social media advertising took centre stage at the World Audio Visual and Entertainment Summit (WAVES) 2025 in Mumbai on Saturday. Held at the Jio World Convention Centre and organised by the Ministry of Information and Broadcasting, the session brought together media professionals and digital creators who stressed the need for authenticity, ethical content creation, and transparent branding in the influencer ecosystem.
The panel featured prominent voices from media and digital content creation: Saheli Sinha, Director, ASCII; Shibani Akhtar, film actor and influencer; Mayank Shekhar, entertainment journalist; and Vinay Pillai, Chief Business Officer, Pocket Aces. The discussion was moderated by Tanu Banerjee, Partner at Khaitan & Co.
The panelists emphasized that as influencers continue to shape public discourse and consumer behavior in the digital economy, the need for responsible advertising and honest communication is paramount.
Authenticity is Key
Shibani Akhtar encouraged influencers to stay true to their personal voice while crafting branded content. She highlighted that credibility stems from genuine engagement with the brand and messaging, rather than simply endorsing products. “Influencer marketing works best when it reflects the creator’s values and beliefs,” she said.
Tailored Storytelling Over Uniform Strategy
Vinay Pillai advised against a one-size-fits-all strategy, stating that different digital platforms demand unique content approaches. He stressed the importance of data-informed decisions and conscious brand-building that aligns with platform-specific audiences.
Credibility in the Age of Influence
Commenting on the blurring lines between traditional celebrities and digital creators, Shri Mayank Shekhar pointed out that influence today is niche-driven and platform-led. He warned creators to refrain from spreading misinformation and highlighted the need for fact-checking and originality, especially in sponsored content.
Transparency and Legal Awareness
Saheli Sinha called for full disclosure of paid and promotional posts, urging creators to earn and maintain audience trust. She also emphasized the importance of understanding legal obligations and content responsibility, adding that ASCII offers educational programs to help creators navigate the digital advertising landscape.
A Unified Call for Responsible Content
The session concluded with a consensus that the future of influencer marketing lies in building long-term trust with audiences. This includes adhering to platform guidelines, maintaining transparency, defining personal boundaries, and communicating with clarity and honesty.
The panel’s recommendations signal a collective industry move toward formalizing best practices in influencer advertising and fostering a more ethical, transparent, and professional digital ecosystem.
