Greenwashing and Dark Patterns Creator Campaign.
India's advertising self-regulator ran its first creator-led consumer campaign, asking eight Instagram and YouTube creators to show greenwashing and dark patterns in everyday online life.
- Brand
- ASCI
- Market
- India
- Region
- Global
- Year
- 2026
The challenge
Greenwashing and manipulative interface design are abstract, systemic problems, and awareness content rarely earns attention. ASCI needed to stay credible while keeping the message simple across very different creator voices.
The idea
Rather than define the terms, finance, tech, lifestyle and sustainability creators acted out moments people already recognise, in skits, short explainers and breakdowns native to each creator's feed. The work ran from 19 February to 7 March 2026 and pointed to ASCI Academy, its 'Ethical UI/UX Designs' course and its existing dark-pattern and green-claims guidance, with a press release for media pickup.
Results
- According to the case study, the creator videos drew 1.65 million views and 38.6K likes.
- The case study reports the top video, a greenwashing reel by Shraddha Jain, passed 340,000 views.
- By the case study's count, the campaign earned 20 media clips.
Case study source: Social Samosa Source ↗
Credits
- Creator
- Shraddha Jain
- Creator
- Aalekh Kapoor
- Creator
- Sakchi Jain
- Creator
- Ashutosh Pratap Singh
- Creator
- Pankti Pandey
- Creator
- Vinod Kumar
- Creator
- Aisha Ahmed
- Creator
- Sangeeth & Kavya
- CEO and Secretary General, ASCI
- Manisha Kapoor
