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Tag: E-learning

  • “Enhancing customer experience (CX) is at the heart of modern IT solutions”: Nishant Sachdeva

    “Enhancing customer experience (CX) is at the heart of modern IT solutions”: Nishant Sachdeva

    Mumbai: Compunnel, a B2B tech leader at the cutting edge of the digital revolution. We bridge the gap between innovation and practical application, driving transformative growth across sectors including workforce management, IT consulting, e-learning, and healthcare.

    The company excels in delivering innovative solutions in talent management, digital transformation, and healthcare. The company leverages cutting-edge technologies such as AI/ML, automation, and cloud computing to drive superior business outcomes for its clients. Compunnel’s comprehensive services include digital customer experience, IT consulting, business transformation, and custom application development, serving a diverse range of industries including manufacturing, retail, and finance.

    Indiantelevision.com caught up with Compunnel VP of Digital Sales & Strategy Nishant Sachdeva where he shared numerous insights of the company.

    Edited excerpts

    On the essential elements of a robust IT strategy

    Developing a robust IT strategy requires a blend of technological foresight, business acumen, and an understanding of industry-specific challenges. The essential elements of a robust IT strategy include alignment with business objectives, comprehensive risk management, scalability, and flexibility to adapt to changing market conditions. At Compunnel, we approach IT strategy development through a structured yet flexible process.

    Firstly, we begin with a thorough assessment of the client’s current IT infrastructure and business goals. This involves identifying key performance indicators (KPIs) and understanding their operational challenges. According to a Gartner report, 70% of successful IT strategies are closely aligned with business strategies, highlighting the importance of this alignment.

    Next, we focus on risk management by conducting a detailed risk assessment to identify potential threats and vulnerabilities. This ensures that our clients are prepared for various contingencies. In 2023, the average cost of a data breach was $4.45 million (IBM), underscoring the critical need for robust security measures in any IT strategy.

    Scalability is another crucial element. With digital transformation accelerating across industries, it’s essential to design IT strategies that can grow with the business. For instance, cloud solutions and microservices architecture are popular choices that offer scalability and flexibility. According to Flexera’s 2023 State of the Cloud report, 94% of enterprises are already using cloud services, indicating a clear trend towards scalable solutions.

    Finally, we emphasize continuous monitoring and improvement. Technology and business landscapes are constantly evolving, and so must the IT strategies. We regularly review and update our strategies to incorporate the latest advancements and address emerging challenges. This process ensures that our clients remain competitive and resilient in a dynamic market.

    On automation currently transforming industries, and an example of a business process significantly improved by these technologies

    Automation, powered by artificial intelligence (AI), is revolutionizing industries by enhancing efficiency, reducing costs, and driving innovation. From manufacturing to healthcare, AI-driven automation is reshaping business processes and unlocking new possibilities. A McKinsey report suggests that AI could potentially deliver up to $13 trillion in additional global economic activity by 2030.

    One of the key areas where automation is making a significant impact is in supply chain management. Traditionally, supply chains have been complex and prone to inefficiencies due to manual processes and lack of real-time data. However, AI and automation are transforming supply chain operations by enabling real-time tracking, predictive analytics, and automated decision-making.

    For instance, in the retail industry, companies are leveraging AI to optimize inventory management. Walmart, for example, uses AI algorithms to predict demand accurately, manage inventory levels, and automate restocking processes. This has led to a significant reduction in stockouts and excess inventory, ultimately improving operational efficiency and customer satisfaction.

    Another compelling example is in the financial sector, where AI-driven automation is revolutionizing fraud detection. Financial institutions are deploying AI systems to analyze transaction patterns in real-time, identify suspicious activities, and prevent fraud. According to a PwC report, AI could help reduce fraud by up to 20%, saving billions of dollars annually.

    Furthermore, in the healthcare industry, AI-powered automation is enhancing patient care and administrative efficiency. Automated systems are being used for tasks such as patient scheduling, electronic health records management, and even diagnostics. For example, radiology departments are utilizing AI algorithms to analyze medical images quickly and accurately, enabling faster diagnosis and treatment.

    In conclusion, AI-driven automation is transforming industries by streamlining processes, enhancing decision-making, and delivering significant cost savings. As these technologies continue to evolve, we can expect even more profound impacts across various sectors.

    On the strategies for creating IT solutions that enhance customer experiences

    Enhancing customer experience (CX) is at the heart of modern IT solutions, and at Compunnel, we employ a customer-centric approach to design and implement these solutions. Our strategies are grounded in understanding customer needs, leveraging advanced technologies, and ensuring seamless integration with existing systems.

    The first step in our approach is thorough customer research. We employ techniques such as customer journey mapping and user persona development to gain deep insights into customer behaviors, preferences, and pain points. According to a Forrester report, companies that excel at customer experience grow revenues 1.4 times faster than those that don’t, highlighting the importance of understanding customer needs.

    Next, we harness the power of advanced technologies like AI, machine learning (ML), and data analytics to create personalized and intuitive experiences. For instance, AI-powered chatbots and virtual assistants can provide instant support and personalized recommendations, significantly enhancing customer satisfaction. A recent Gartner survey indicates that 85% of customer interactions will be managed without human intervention by 2025, underscoring the growing role of AI in CX.

    Integration is another critical strategy. We ensure that our IT solutions seamlessly integrate with clients’ existing systems and processes. This not only minimizes disruptions but also leverages existing investments. For example, integrating CRM systems with AI-driven analytics tools can provide deeper insights into customer behaviors and preferences, enabling more targeted marketing and improved service delivery.

    We also emphasize continuous feedback and improvement. Post-implementation, we gather customer feedback and monitor key performance indicators (KPIs) to assess the impact of our solutions. This data-driven approach allows us to make iterative improvements and ensure that the IT solutions evolve with changing customer expectations.

    Finally, we focus on security and compliance. In an era where data breaches and cyber threats are rampant, ensuring the security of customer data is paramount. We adhere to best practices and regulatory standards to safeguard sensitive information, thereby building trust and enhancing the overall customer experience.

    In a nutshell, our strategies for creating IT solutions that enhance customer experiences revolve around deep customer insights, advanced technologies, seamless integration, continuous improvement, and robust security measures.

    On seeing these emerging technologies affecting key sectors such as manufacturing and retail

    Emerging technologies such as artificial intelligence (AI), the Internet of Things (IoT), and blockchain are poised to transform key sectors like manufacturing and retail, driving innovation, efficiency, and new business models. At Compunnel, we are witnessing firsthand how these technologies are reshaping these industries.

    In the manufacturing sector, AI and IoT are revolutionizing production processes and supply chain management. According to a report by PwC, AI in manufacturing is expected to contribute up to $2 trillion to the global economy by 2030. Smart factories equipped with IoT sensors and AI algorithms are enabling real-time monitoring, predictive maintenance, and process optimization. For example, General Electric uses AI to predict equipment failures before they occur, reducing downtime and maintenance costs. Additionally, IoT-enabled devices provide manufacturers with valuable data insights, leading to improved quality control and production efficiency.

    In the retail sector, AI and blockchain are transforming the way businesses operate and interact with customers. AI-driven analytics are providing retailers with deep insights into customer behaviors, enabling personalized marketing and enhanced shopping experiences. A Deloitte study found that retailers using AI saw a 10% increase in customer retention. Furthermore, AI-powered chatbots and virtual assistants are improving customer service by providing instant, personalized support.

    Blockchain technology is also making significant inroads in retail, particularly in supply chain transparency and traceability. By leveraging blockchain, retailers can provide customers with transparent information about the origin and journey of products, building trust and enhancing brand loyalty. Walmart, for instance, uses blockchain to track the provenance of its products, ensuring food safety and quality.

    Moreover, augmented reality (AR) and virtual reality (VR) are creating immersive shopping experiences. Retailers like IKEA are using AR apps to allow customers to visualize furniture in their homes before making a purchase, enhancing the shopping experience and reducing return rates.

    In conclusion, emerging technologies are driving significant changes in manufacturing and retail, enhancing efficiency, customer experience, and transparency. As these technologies continue to evolve, they will unlock new opportunities and business models, shaping the future of these key sectors.

    On some of the memorable moments that have shaped your approach to digital sales and strategy?

    Reflecting on my 19 years in the IT industry, several memorable moments have significantly shaped my approach to digital sales and strategy. These experiences have provided valuable insights into the evolving landscape of technology and the importance of staying ahead of the curve.

    One of the most impactful moments was witnessing the rise of cloud computing. Early in my career, the shift from traditional on-premises infrastructure to cloud-based solutions represented a paradigm shift. I had the opportunity to work with several clients transitioning to cloud platforms, and the agility, scalability, and cost-efficiency it offered were game-changing. This experience underscored the importance of embracing new technologies to drive business transformation.

    Another significant moment was the advent of big data and analytics. The ability to harness vast amounts of data and derive actionable insights revolutionized the way businesses operate. I remember implementing a big data analytics solution for a client in the retail sector, which resulted in a 20% increase in sales through more targeted marketing and improved inventory management. This experience highlighted the power of data-driven decision-making and its role in shaping effective digital strategies.

    The rapid evolution of AI and machine learning has also been a pivotal journey. From early experiments with simple automation tools to deploying sophisticated AI-driven solutions, the journey has been transformative. A standout project involved implementing an AI-powered customer service chatbot for a major financial institution, which significantly improved customer satisfaction and reduced operational costs. This project reinforced my belief in the potential of AI to revolutionize business processes and customer experiences.

    Additionally, the COVID-19 pandemic was a defining moment that accelerated digital transformation across industries. The sudden shift to remote work and the need for digital solutions to ensure business continuity highlighted the importance of agility and innovation. Leading digital transformation initiatives during this period, including the rapid deployment of remote collaboration tools and virtual customer engagement platforms, was both challenging and rewarding.

    In summary, these memorable moments have shaped my approach to digital sales and strategy by emphasizing the importance of embracing emerging technologies, leveraging data for decision-making, and maintaining agility in the face of rapid change. These experiences continue to guide my efforts in driving digital transformation for our clients.

    On  advice you would offer to upcoming IT leaders who aspire to make a significant impact in digital transformation and strategy

    As an experienced IT leader, my advice to upcoming IT leaders aspiring to make a significant impact in digital transformation and strategy is grounded in continuous learning, strategic thinking, and strong leadership.

    Firstly, embrace continuous learning and stay updated with emerging technologies. The IT landscape is constantly evolving, with new technologies such as AI, blockchain, and quantum computing reshaping industries. A commitment to lifelong learning and professional development is essential. Engage in industry conferences, webinars, and certifications to stay abreast of the latest trends and innovations. According to LinkedIn’s 2023 Workplace Learning Report, 94% of employees would stay at a company longer if it invested in their learning and development.

    Secondly, focus on developing a strategic mindset. Successful digital transformation goes beyond technology implementation; it requires a clear vision and alignment with business objectives. Understanding the broader business context and how technology can drive value is crucial. McKinsey’s research indicates that companies with a well-defined digital strategy are 1.5 times more likely to report successful digital transformations.

    Building strong leadership and communication skills is also vital. Digital transformation initiatives often involve significant change management and require buy-in from various stakeholders. Effective communication, empathy, and the ability to inspire and motivate teams are key attributes of successful IT leaders. A study by Harvard Business Review found that companies with strong leadership capabilities are 2.3 times more likely to deliver high performance.

    Collaboration and networking are equally important. Building a strong professional network can provide valuable insights, support, and opportunities for collaboration. Engage with industry peers, join professional organizations, and seek mentorship from experienced leaders. According to a Deloitte study, companies that foster a culture of collaboration are five times more likely to be high-performing.

    Lastly, cultivate a customer-centric approach. Understanding and prioritizing customer needs can drive innovation and enhance the impact of digital transformation initiatives. Utilize customer feedback and data analytics to continuously improve products and services, ensuring they deliver real value to end-users.

    Aspiring IT leaders should focus on continuous learning, strategic thinking, strong leadership, collaboration, and a customer-centric approach to make a significant impact in digital transformation and strategy. These principles will equip them to navigate the dynamic IT landscape and drive meaningful change in their organisations.

  • Dentsu Webchutney bags digital duties for Virender Sehwag’s new venture, Cricuru

    Dentsu Webchutney bags digital duties for Virender Sehwag’s new venture, Cricuru

    MUMBAI: Dentsu Webchutney, the digital-led creative agency from the house of dentsu India, has won the digital creative and media duties for Cricuru, the recently launched learning platform for Cricket.

    While Cricket remains the biggest and the most loved sport in India, what is rather surprising is the level of motivation needed to make it to the highest levels. While many dream of becoming cricketers, most don’t even get a chance. The biggest barriers here tend to be a lack of proper guidance, coaching, and/or the aspirant-to-coach ratio. To make cricketing a reality for millions and to leave them with skills of hard work and excellence, Cricuru has enlisted a star-studded line-up of 30+ masters of International and first-class cricket. These players will now come together to pass on their learnings to every nook and corner of the world, starting with India. Through this initiative, Cricuru aims to bring the ‘+’ advantage for every lover of this game.

    This cricket coaching program is a business venture by ex-Indian cricketer, Virender Sehwag along with Sanjay Bangar, a former assistant coach of the Indian men’s team. Cricuru was born out of their love and passion for the game and the philosophy that world-class cricket coaching should be accessible to everyone.

    Speaking about Cricuru and the upcoming partnership with Dentsu Webchutney, Virender Sehwag said, “With Cricuru, we are reaching talent in every part of the country, especially to the kids in smaller towns who don’t have access to high-class coaching. Our aim is to guide them with their skills and technique and help them get across those mental challenges that we have undergone as players in our careers. Backed with AI and dial-a-coach modules, this innovative and one-of-a-kind program needed the strategic and creative thinking of an agency like Dentsu Webchutney for our long-term success. Together, we hope to give every cricket aspirant an added ‘You+’ advantage.”

    Dentsu Webchutney EVP & National business head Prashant Gopalakrishnan said, “Dentsu Webchutney is thrilled to innovate for this exciting category, where ed-tech and cricket are coming together in a new way. This mandate brings with it a chance to work with the experience of legends across the globe. Their passion is contagious for our die-hard cricket fans at Webchutney. In fact, Viru’s philosophy of learning has played a huge role in helping craft our creative approach.”

    For the record, Perfect Relations – the PR arm of dentsu India, handles the Public Relations mandate for Cricuru. The mandate also included the launch of the brand, nationally.

    Cricuru, launched on 9 June, provides content from Virender Sehwag, Sanjay Bangar, AB de Villiers, and cricketing greats like Muttiah Muralitharan, Brian Lara, Jonty Rhodes. Check out: www.cricuru.com for more!

  • Discovery and Byju’s come together to host DSSL Season 4

    Mumbai: Following the success of Discovery School Super League (DSSL) season three, Discovery India and the learning app, Byju’s have come together to announce its next season. With the campaign ‘Aao Milkar le Khushi ki Udaan’, this latest season will target over three million participants across the country, class three to ten students from 30,000 schools across 30 states in its new virtual format, the company said.  

    After going through rigorous rounds of quizzing, the top team from each of the 30 states will qualify for the six-episode TV quiz show, which will premiere on Discovery channel and Discovery Kids. Nine students of the competition along with their respective principal/teacher will be awarded a special chance of spending a day at NASA, it added.  

    “This initiative is an attempt to give students a unique opportunity to dive deeper into every subject while honing their general knowledge,” Byju’s marketing head Atit Mehta said. “Combining technology and creativity, we’re bringing students immersive ways to stay engaged whilst learning thereby making the application a wholesome destination for acquiring knowledge and ensuring every student gets a chance to participate in the quiz hassle-free. Discovery School Super League began as a means to contribute to the development of young minds, letting them compete healthily. With students from across 30000 schools participating in the quiz, season 4 will bring double the excitement, fun, and learning.”

    Discovery’s south Asia head of advertising & sales, Shaun Nanjappa Chendira said, “Discovery School Super League continues to be one of the most awaited events in the School calendar given the scale of the platform and opportunities it provides for students to shine at a national level. In fact, with schools being closed due to the pandemic, the eagerness of the student community to participate in quiz has increased. We at Discovery believe that learning can be made fun through innovative and engaging formats and Discovery School Super League becoming India’s biggest and highly appreciated quiz competition serves as a testament to our belief.”

  • Eupheus Learning appoints Kapil Chanana as Chief Growth Officer

    New Delhi: Eupheus Learning on Monday appointed Kapil Chanana as the chief growth officer for the company.

    Chanana previously served as director marketing activations, Coca-Cola India and South-West Asia from 2011 to 2021. He has more than 25 years of experience in the FMCG, Education, and Advertising sectors.

    Eupheus Learning co-founder and managing director Sarvesh Shrivastava said, “We are thrilled to have Kapil lead our growth mandate. He is a unique blend of marketing and operational excellence with an exceptional record of innovation and growth. Kapil’s extensive experience in consumer marketing, education marketing, and advertising in the past and his impressive track record and passion for customers make him the ideal choice to lead the explosive growth mandate.”

    On his new role, Chanana said, “I’m excited to be a part of Team Eupheus at a time when the fundamentals of marketing are experiencing a great transformation – from interruption to engagement model. And while every brand narrative is unique, the consumers or customers need to be engaged well for the narrative to be well received. Which leads to sustainable and profitable business growth.”

    Weighing in on the effects of the ongoing pandemic on children’s learning, he further said, “The pandemic induced tussle between on-line and off-line learning is an incomplete story. What is important is a bridge between at-school and at-home learning. A child needs to be engaged differently to imbibe holistic education, skills, and values which we hope for our future generations. And I look forward to leveraging this moment to deliver even more value to our stakeholders.”

    Set in 2017, Eupheus Learning is an education technology firm in the K-12 space, intending to bring 21st-century learning solutions from all across the globe.

  • Practically brings learning alive in first brand campaign

    Practically brings learning alive in first brand campaign

    NEW DELHI: E-learning app Practically has kickstarted its first-ever brand campaign around the theme – ‘Bring Learning Alive’. The USP of the product is an intelligent, interactive and immersive learning experience driven by 3D videos, simulations and Augmented Reality.

    The rationale for the above proposition is guided by the main features of the app – life-like video content, hands-on learning, experiential learning, access to subject experts, live classes and meet Proton – the official brand mascot, all of which add to the enhanced and engaging experience for the user. Coding++, a new feature which promises to be the A-Z of coding, is due to be launched soon. 

    The brand campaign includes two weeks of associate sponsorship on Big Boss Telegu 2020, print, digital marketing and social media amplification. The TV association and print ads will run in the month of December while the digital and social leg of the campaign will extend well over the next month, giving the campaign scale. 

    While the main focus is on Andhra Pradesh and Telangana given that these are the current priority markets for the brand, the digital campaign will run in the top 15 cities in the country with a greater emphasis on Mumbai, Delhi, Bengaluru and Chennai. Through this initiative, the brand aims to strengthen its connect with audiences in the run-up to the pan-India launch of the brand in the coming months. 

    Practically VP – brand and marketing strategy Mahadev Srivatsa said, “The objective of the campaign was to create awareness about the brand and showcase exactly how Practically brings learning alive for students through its immersive features. The 30-second TVCs highlight all the main features of the brand, woven around the brand proposition of ‘Bring Learning Alive Practically’. The jingle format serves as a perfect clutter breaker to land this message in a fun and engaging manner.”

    Both TVCs have been well received and are already close to crossing a million views combined on YouTube since the campaign’s launch on 5 December.

    The ‘Bring Learning Alive’ campaign was conceptualised by the brand team in partnership with Something Completely Different, a video production house based out of Hyderabad and Bangalore.   

  • 97% of internet users consumed entertainment content in April

    97% of internet users consumed entertainment content in April

    KOLKATA: The Covid2019 pandemic induced lockdown has made people take refuge in the virtual world more. Total time spent on the internet jumped immediately in April by 11 per cent reaching to1466 billion minutes. While all segments of the online ecosystem have witnessed a spike in consumption, entertainment was definitely not behind given the fewer options of social life. 

    According to a report from Comscore, 97 per cent of internet audience consumed entertainment content in April. Entertainment sites witnessed surge in engagement as total viewing minutes touched 329 billion minutes in April, up by 15 per cent compared to March.

    The market leader YouTube had the most unique visitors followed by MX Player and Hotstar. Among the video-on-demand platforms, Hotstar had the highest viewing minutes, 121 billion minutes. MX Player achieved 118 billion minutes. International OTT players Netflix, Amazon Prime Video and Prime Video.com witnessed a high surge of 26 per cent, 21 per cent and 38 per cent respectively.

    Among other segments, news has seen a huge jump, going 15 per cent up from March. While Times Internet attracted the highest unique visitors among multi-platform new entities, Dailyhunt attracted the same among news apps. Moreover, India leads worldwide news on mobile.

    As online learning has seen adoption during the lockdown, the education segment saw 33 per cent growth in April. Younger audience, especially 15-24 age group has driven the growth. Udemy has acquired the place of top education app. While health has also seen a good spike, the official Covid2019 tracker Arogya Setu has seen significant adoption among health-conscious audiences. 

  • “ASCI’s goal is to promote self regulation and keep regulatory body away”: Narendra Ambwani

    “ASCI’s goal is to promote self regulation and keep regulatory body away”: Narendra Ambwani

    We are in an era where advertising is redefining itself every second day, where regulations are questioned on the basis of its relevance in current scenario every hour and a new advertisement is released across various platforms every second in some part of the country. In a scenario like this, a nonprofit organization- Advertisement Standards Council of India (ASCI), which builds on the philosophy of self-regulation, examines thousands of complaints from various sources and at the same time makes efforts to empower advertising aspirants with various initiatives.

     

    An organization in existence since 1985, ASCI got recognition from the government of India Consumer’s Affairs Department in 2015, which ASCI chairman Narendra Ambwani terms as one of the biggest feat achieved so far.

     

    In conversation with Indiantelevision.com’s Anirban Roy Choudhury, Ambwani points out the importance of keeping a regulatory body away from the advertising fraternity. He feels that the only way one could do so is by promoting self regulation, which is the major reason why ASCI is endeavoring more in spreading awareness and empowering the fraternity by educating them.     

     

    Excerpts:

     

    What are the steps being taken by ASCI to educate ad makers in order to ensure that no derogatory work is done?

     

    We came up with the e-learning prospect, where people can enroll at a very low rate (Rs 500 for students, Rs 1000 for individuals). We didn’t keep it free because we need some money to upgrade the website and maintain a good workflow and that’s why we kept the minimal fees, and it’s not at all a profit making initiative. This consists of 13 modules on advertising, which has various chapters based on the advertising course. Each and every chapter is introduced by prominent figures of Indian advertising history, which includes Sam Balsara, Piyush Pandey and others and then we have examples defining the code and conduct.

     

    Suppose the chapter is about making unsubstantiated claims, with examples we will show that the claims made weren’t substantiated enough and hence it was challenged. At the end of the chapter there will be a quick test, which one has to undergo in order to prove that he or she has understood the chapter. The entire course is executed with the help of enhanced online technology and though it is not physically interactive, it is very much technically interactive. On a successful completion, one will get marks and a certificate from ASCI.

     

    What is the duration of the course and who all can enroll for it?

     

    The course can be pursued by anyone interested and can be undertaken at his or her own pace. The one time registration is valid for six months and one can do it any time till the registration is valid. It requires about four hours of work and if someone is focused, they can finish it in the given timeframe. The main idea behind the entire course is to educate people so that every ad is made by following the code and conducts so that we don’t have to challenge any. Every ad is made after putting a lot of efforts and money, and after a complain comes, if the ad has to be removed or modified, it upsets the entire schedule and hence why not create something that is right the first time round.

     

    Will there be any marketing activity to promote the e- learning innovation?

     

    We are promoting the initiative; in fact we have already started to do it through our members. We have around 350 members from the entire advertising fraternity, which includes agencies as well as consultancies. Our members are being mailed and at the same time we are asking them to inform people about the initiative in their respective organisations. Apart from that, we are also undertaking some activity at the school level where advertising is taught. We are requesting the authorities to enroll their students so that they understand the ASCI codes before they pass out. We are also very much active in the social media space.

     

    Will lessons on new age advertising also feature in the modules?

     

    The lessons will make people aware about code and conduct of advertising across all mediums whether it is digital, print or outdoor. The principles on the basis of which the ASCI codes are structured are uniform across all the platforms and hence the lessons are equally relevant throughout different parabolas.

     

    Apart from the e-learning initiatives, what are the other attempts ASCI has made so far or is planning to execute in the near future?

     

    In March, we had organised a conference where we invited marketing folks to participate. We took the opportunity to promote self-regulation and people of high repute from the advertising industry came in and spoke about it. That was one of our ways to promote ASCI and its code of conducts.

     

    How does the ASCI mechanism work?

     

    ASCI is not a regulatory body. We don’t decide if an ad should be made or not or if it is right or wrong. If any individual or company finds an ad offensive or derogatory, they can register a complaint. We have an independent panel, which is called the Consumer Complaints Council (CCC), which has two divisions. One has 14 members while the other has 21. The majority is from civil society, which includes professors of IIT, people from the medical field and journalists. So overall, it’s a wide mix of people from various fields. Once the complaint comes, we verify it. It has to be credible and not anonymous and the complainer’s details should be available with the secretariat. The complaint has to be for a current advertisement and not for an ad that was aired a year ago. Once the complaint is verified and the objections are examined, we give a week’s time to the advertiser to respond. Once the response comes, we send the ad to the technical expert. For example, if an ad says that a product will make hair 10 times stronger, the technical expert examines if the claims are substantiated. After the technical committee analysis is received, the complaint is brought to the weekly CCC meeting. The CCC then decides if the complaint should be upheld or not.

     

    What happens after the complaint is upheld?

     

    After the complaint is upheld, we write to the advertiser that the complaint is substantiated and that the board found issues in their ad. We tell them that they need to modify their ad rectifying the concerned issue. After that we give them two weeks’ time to implement the changes. In almost 90 per cent of the cases, advertisers comply with the guidelines and remove the concerned parts.

     

    The mechanism takes three weeks minimum to come to a conclusion, if not more. For that period does the ad stay on air?

     

    Yes, the ad stays on air for that span of time. Three weeks is the minimum time required to complete the due process and we need to undergo the process. In case an ad is extremely derogatory and we feel it is truly offensive, we have a system called Suspended Pending Investigation (SPI), which we impose. However, that happens very rarely. ASCI chairman heads SPI. The chairman shares the said offensive ad with CCC members and asks for an immediate suggestion. After the suggestion is received, if the members feel that the ad needs to be brought down immediately, we write to the advertisers to hold the ad till the investigation process is concluded.

     

    What have been the major challenges in front of ASCI?

     

    The major challenge was to make people aware about ASCI. Social media played a vital role and the website also helped us. Earlier people had to fill a form and send it to us through post but with the website in place, we have now started receiving a lot of complaints. Last year, we got around 6000 complaints. So the more people connect with us, the better it is for us. That’s the major challenge at hand.

     

    Apart from that, there are a few rouge advertisers, who do not comply with any code of conduct and often they fail to respond to ASCI too. They put their ads late night making unsubstantiated claims promising Dhan Laxmi or Sukh Shanti and people going through stress often fall into their trap. Getting them off is the other major challenge that we have at hand.

     

    Recently ASCI signed an MoU with the Indiam Government’s Department of Consumer Affairs. Can you throw some light on the development?

     

    The MoU with the Department of Consumer Affairs states that any complaint received by the government will be dealt by ASCI. Additionally, we will also endeavour into joint promotional activities, which is a major boost for us. Getting recognition from the government and being asked to deal with complaints is a huge step forward. It signifies that the philosophy of self-regulation is making strong statements across all levels. It has been great working with the new government as it has been very cooperative so far.

     

    ASCI’s procedures, which also involve scientific research, may turn out to be very expensive at times. How is the organisation funded?

     

    The funding of ASCI is through its members. We have approximately 350 members from the industry who contribute. That’s where the major funding comes from. Apart from that, we raise funds from various initiatives like conferences, training etc. Overall, it’s a tight budget and as we all know ASCI is a non-profit organization. We are like any other NGO. It’s just that we are an industry NGO.

     

    As you said the major portion of the funds are raised through members who apparently are also involved in the advertising industry. If an ad from their company comes up for adjudication, will ASCI take it to CCC?

     

    Of course we will. In fact most of the complaints are against our members’ company because the members represent 90 per cent of the advertising fraternity. ASCI looks into each and every case without a bias. In fact, there is a rule that if either complainant or advertiser against whom the complaint is from the CCC, he or she will not take part in the adjudication process of that particular case. So there are no possibilities of partiality or vested interest when it comes to the adjudication of any case.

     

    Going forward, what are ASCI’s strategies and goals?

     

    We have many strategies to ASCI’s credit. We achieved the government’s recognition on the aspect of self-regulation and the possibilities of a regulatory body to regulate advertisement, which none of us wanted, is dimming gradually. We are launching an app to ensure more and more reach, getting more and more people enrolled in our e-learning initiative is a major task at hand currently and we are building strategies around it.

     

    While I speak about goals, we only have one goal and that is to prevail our philosophy, which is fairness, responsibility, decency, honesty and truthfulness and conscience in advertising. The day ASCI will empower every advertiser with the code and conduct awareness to a level that the CCC fails to find one guilty party will be the best day for ASCI and that’s the only goal.