Mumbai: With a purely organic reach approach, ASCIonline mobile app has garnered huge success and has directly seen a boost in the numbers of complaints received. Now complaints through Mobile App are contributing to almost 15% of the total number of complaints received by ASCI. The app has surpassed 1000 downloads within just two months since its launch on 17th June, 2015. ASCIonline is India’s first mobile app to facilitate convenient filing of complaints against misleading of advertisements. It is the first time that a Self-Regulatory Organization like ASCI has leveraged the power of technology anywhere in the world, although there are over a 100 bodies in as many countries created to do an identical job as ASCI. The app received a 4.0 /5 star rating by users and some very positive feedback.
Speaking on the occasion Mr. Narendra Ambwani, ASCI chairman said“ASCI priority for the year was improving REACH –
· to provide a super-fast and convenient access for consumers to lodge complaints and
· to increase ASCI reach across India trickling down to smaller towns
While the web-based online complaint registration system has been functional for over three years, the Mobile App has truly broken the “Reach” barrier. With the dramatic and ever growing increase in Smartphone penetration and it’s use for various transactions, the Mobile App has been a great enabler for end Consumers. Analysis of complaints received via Mobile App is the real “proof of the pudding”. We have received complaints from more than 15 different states and cities like Darjeeling, Thiruwallur, Almora, Bikaner, Jalandhar, Hingolietc. Not only that, consumers have complained against advertisements from a wide range of sectors such as Education, FMCG, Healthcare, Telecom, E-commerce, Durables, Automotive, Food and Beverages, and across media beyond Print and TV, such as Website, Radio, SMS, Emailers, Promotional Materials, Product Packaging and App Ads.”
For promoting the Mobile App, ASCI coined the “SnapItandAppIt” tagline as the App allows one to take a picture of the objectionable ad and send it through the App to ASCI. Social Media is being leveraged to create awareness.PrasarBharati of the Government of India also took note of this Mobile App and actively supported this by tweeting about the app. Even industry stalwarts and twitteratis like Rajan Anandan (MD, Google), SK Swamy (MD, RK Swamy BBDO), Sanjeev Kotnala (Head Catalyst, Intradia), Paritosh Joshi (Director, Provacateur) created a buzz causing a ripple effect. With ASCIonline App, ASCI has engaged thousands of ASCI ambassadors who are ASCI’s eyes and ears and would put a check on erring advertisers and push for “Responsible Advertising”. ASCI endeavours to M(obile)–Power more and more consumers raise their voice against misleading ads and use their “smartphones” smartly.
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