The Advertising Standards Council of India (ASCI) has partnered with content creator Shraddha Jain, popularly known online as AiyyoShraddha, for a new influencer-led campaign that calls out misleading advertising by educational institutions. Instead of using a serious public awareness format, the campaign arrives as a humorous Instagram reel that mimics the exaggerated promises often seen across coaching and edtech advertisements online. By blending satire with creator-style storytelling, ASCI is attempting to speak to digital audiences in a language they instantly recognise, the language of reels, influencers, and viral internet content.
At the centre of the campaign is a humorous Instagram reel featuring a creator-style setup that deliberately exaggerates the kind of claims often seen in the education category online. The creator confidently delivers absurdly over-the-top promises in the same tone and format commonly used by coaching centres and online education brands making the entire reel instantly recognisable to digital audiences. The humour lies in how believable the exaggeration initially sounds, because social media users are already used to seeing “guaranteed ranks,” “100% success,” and impossible transformation claims packaged with high-energy editing and influencer-style delivery.
According to ASCI, the campaign was designed to raise awareness around misleading educational advertisements that continue to flood digital platforms. Instead of relying on traditional advisories, the regulator chose humour and creators to communicate the issue in a format younger audiences actually engage with online.
The creator-led format, meme-like exaggeration, and self-aware humour make the message feel native to social media instead of imposed on it. In many ways, the reel is not just critiquing misleading education ads, it is also commenting on how digital culture itself rewards exaggeration, urgency, and performance.
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