The Advertising Standards Council of India (ASCI) Academy has released a new study, ‘What the Sigma?’, highlighting how Generation Alpha (aged 7–15) is growing up in a seamless digital ecosystem where advertising, entertainment and identity increasingly overlap. Conducted with Futurebrands Consulting, the ethnographic research was unveiled at the inaugural ASCI AdTrust Summit 2026 and spans six Indian cities, drawing insights from children, parents, teachers and industry stakeholders.
The study finds that Gen Alpha does not distinguish between online and offline spaces, treating the digital world as a continuous reality. Their cultural codes, language and aesthetics are globally synchronised yet largely invisible to adults. While younger children can identify overt advertisements, they often miss embedded commercial messaging, whereas older children show higher ad awareness but remain vulnerable to narrative-driven brand content.
ASCI CEO Manisha Kapoor said the study aims to understand how children perceive advertising to build responsible engagement frameworks. Santosh Desai of Futurebrands noted that algorithms now play a dominant role in shaping children’s content consumption, often replacing traditional authority figures.
In Kolkata, the findings are significant as brands targeting young digital consumers increasingly rely on influencer-led and content-integrated marketing strategies. Industry observers say advertisers in Kolkata are likely to recalibrate campaigns, focusing on transparency and responsible messaging as awareness around children’s digital vulnerability grows.
