India’s A.I. Avatar Makes Global Mark at Spain’s World Social Marketing Conference
Dr. Ramesh Gandhi’s Presentation on Tobacco Surrogate Advertising Draws Global Attention
9th World Social Marketing Conference Witnesses Participation from 34 Countries
Indian Tech Collaboration Showcases Innovation at 7000 KM Distance
Alicante, Spain – November 8, 2025: In a remarkable showcase of technology and social advocacy, Dr. Ramesh Gandhi, a member of the Communication and Networking Working Group of the WHO Civil Society Commission, represented India at the 9th World Social Marketing Conference held at the University of Alicante, Spain. Delivering his session through a high-tech A.I. avatar, Dr. Gandhi presented a thought-provoking paper titled “Smashing the Smoke Screen: Curbing Surrogate Advertising of Tobacco”, the only research paper from India to be featured at this prestigious global conference.
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Global Gathering for Change
The World Social Marketing Conference brought together over 200 delegates from 34 countries, united under the theme “Catalysts for Change: Uniting Global Efforts to Shape a Better Future.”
The three-day event, held from November 5 to 7, featured 136 parallel sessions, where leading experts and innovators discussed strategies to promote positive behavioral and social change across the world.
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Prominent scholars like Professor Doug Evans (George Washington University, USA), Professor Mayo de Juan (University of Alicante, Spain), Professor Sharyn Rundle-Thiele (Griffith University, Australia), and Professor Linda Wardfield (Vice President, American Social Marketing Association) also participated in the conference. Delegates came from diverse nations including the UK, Egypt, Germany, Canada, Australia, France, Turkey, Scotland, Portugal, Argentina, and the Netherlands.
Dr. Gandhi’s High-Tech Impact: The AI Avatar Revolution
Dr. Gandhi’s A.I. avatar presentation, developed in collaboration with Indian IT company Kaiten Software and Guider Innoversity Network, demonstrated how cutting-edge technology can amplify advocacy. The virtual presentation, transmitted from 7000 kilometers away, underscored India’s growing leadership in digital communication and research innovation.
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The presentation, titled “Smashing the Smoke Screen: Curbing Surrogate Advertising of Tobacco,” focused on how surrogate advertisements manipulate consumer behavior by disguising tobacco promotion through indirect marketing. Dr. Gandhi exposed fraudulent advertising conspiracies and emphasized the urgent need for global regulatory vigilance.
Tobacco: A Health and Economic Catastrophe
Highlighting the crisis in India, Dr. Gandhi described tobacco as a “global emergency.” His research revealed alarming figures:
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Tobacco Users in India: 267 million
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Annual Deaths: 1.3 million lives lost every year
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Economic Burden: $27.5 billion (approx. Rs. 2.42 lakh crore)
He called tobacco not only a public health disaster but also an economic burden that threatens sustainable development and national productivity.
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Surrogate Ads Violate Five Major Laws
Dr. Gandhi’s session exposed how surrogate advertising blatantly violates multiple legal and ethical frameworks, including:
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Article 13 of the WHO FCTC (Framework Convention on Tobacco Control)
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Section 5 of India’s COTPA Act, 2003
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Consumer Protection Act, 2019
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Cable Television Network Act, 1995 (on deceptive advertisements)
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ASCI Code of Conduct
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He asserted that film actors and cricket players endorsing such ads are “not social heroes, but social villains,” as their influence promotes addiction and undermines public health initiatives.
Research-Based Strategic Model for Tobacco Control
Drawing from field research conducted in Rajasthan, Maharashtra, and Uttar Pradesh, Dr. Gandhi introduced a Strategic Model to curb surrogate advertising of tobacco.
The model’s adaptability makes it suitable to combat alcohol, drug, and other harmful product advertisements, offering a scalable framework for social marketing interventions.
Film Integration and Expert Perspectives
The presentation also featured excerpts from a film produced by Dr. Gandhi, showcasing expert opinions from health, education, government, and NGO sectors. This visual narrative enriched the session by combining empirical research with storytelling, ensuring deeper audience engagement.
Key Takeaway: India’s Global Leadership in Ethical Communication
Through this landmark participation, India not only demonstrated its commitment to ethical social marketing but also showcased how A.I. and digital innovation can transform advocacy on a global scale. Dr. Gandhi’s presentation symbolized India’s blend of innovation, intellect, and integrity in addressing global health challenges.
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