ASCIonline App gets a thumbs-up from consumers

04 Sep,2015

By A Correspondent


With a purely organic reach approach, ASCIonline mobile app has garnered good success and has directly seen a boost in the numbers of complaints received. Now complaints through Mobile App are contributing to almost 15 per cent 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.


Speaking on the occasion, Narendra Ambwani, ASCI chairman said “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 its 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”.


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. Prasar Bharati 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.


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