MAM

WhatsApp's 200m users catalysed ASCI's digital initiative

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/03/15/Srinivasan-K-Swamy%20%281%29.jpg?itok=_SFy3cR7

MUMBAI: The Advertising Standards Council of India (ASCI) successfully completed a year of its digital initiative – Snap and WhatsApp (+91 77100 12345).

In perfect tandem with World Consumer Rights Day themed “Consumer Rights in Digital Age” being celebrated today, ASCI’s WhatsApp number provides an efficient first touch point for consumers to register their complaints with great ease and completely free of cost.

Empowering consumers to register their grievances against objectionable advertisements through an easy access and effective medium, the WhatsApp platform registers 200 Million monthly active users in India. With more and more consumers accessing WhatsApp, ASCI’s WhatsApp number has radically increased its outreach. In one year since launch the WhatsApp number contributes to approximately 15 per cent of the total number of advertisements complained against by consumers.

ASCI chairman Srinivasan K Swamy said, “By ensuring that the advertisements are truthful, decent, non-offensive, legal and fair in competition, ASCI is ensuring the protection of the interests of consumers. ASCI has provided Indian consumers a very powerful tool through its WhatsApp number (77100 12345) to take action against objectionable advertisements and thereby protecting consumer rights in this digital age. We are delighted to see that our proactive step of launching this number a year ago has been a success with more and more consumers reaching ASCI using this platform.”

Interestingly, by embracing technology to connect with the consumers, ASCI has expanded its reach to smaller towns and cities in India and received encouraging participation from non-metro cities in registering the complaints on the WhatsApp number. The sectors that received complaints on WhatsApp include FMCG, Healthcare, Telecom, E-commerce, Travel, Durables, Automotive, Food and Beverages and Education which have been seen across medium not restricted to only TV or print but also Website, Radio, SMS, Emailers, Promotional Materials, Product Packaging, Hoardings, etc.

This WhatsApp initiative is part of a more comprehensive system set up by ASCI to get consumers to register complaints on what they consider are offensive. Initially it set up a web-based complaint registration system and later it launched a free mobile app “ASCIonline” in July 2015, which was followed, by the launch of WhatsApp number (7710012345) in March 2016. With these measures, ASCI is able to effectively engage with thousands of consumers who raise objections against misleading or offensive advertisements.

ASCI also has a tie up with Broadcast Audience Research Council (BARC) through which ASCI monitors nationally (National Advertising Monitoring Service – NAMS) print and TV media for offending advertisements wherein each of the 1600 new TV and 45000 print advertisements are reviewed to weed out potentially misleading advertisements. ASCI tracks 32 national Newspapers (all editions) that contributed to over 80 per cent of national newspaper readership, 50 magazines and 425 TV Channels across the country in 14 languages. NAMS also tracks whether non-compliant advertisements reappeared and results show that most of these advertisements are either withdrawn or modified.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/intel_0.jpg?itok=FG-hC3Co
Intel CEO Brian Krzanich resigns over relationship with employee

Intel Corporation CEO and member of board of directors Brian Krzanich today announced his resignation for a breach of company policy involving a relationship with an employee.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/philli%5Bpe.jpg?itok=i_OqetJp
Louis Philippe launches new ad campaign #RiseAboveTheRes

One of the India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign 'Rise Above The Rest', showcasing that true leadership is about taking decisions that leave a lasting impact.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Taco_Bell.jpg?itok=Z6U0LWrp
Taco Bell wants to make potato great again with new campaign

MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Hewlett-Packard.jpg?itok=WAfcwLQA
HP urges people to use original ink in new campaign

MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Oyo_Rooms.jpg?itok=VkrFCVy8
Oyo expands footprint in China

MUMBAI: Indian budget hotel company Oyo Rooms has forayed into China to cater to the country’s burgeoning hospitality industry. Oyo Rooms. The Softbank-backed Oyo in China will have 11,000 exclusive-franchise or merchandised rooms across 26 cities. The service will be available in Xiamen, Kunming,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/johnson.jpg?itok=DKeojJYF
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/itc.jpg?itok=cX8Y1slV
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/walmart.jpg?itok=iUQSOmvw
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/Greenscape.jpg?itok=PAtWgjGE
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories