Top Story


Home >> Digital >> Article

Indiatimes to ring in AdRingles by end of this year

Font Size   16
Indiatimes to ring in AdRingles by end of this year

In a bid to provide yet another platform to advertisers, is launching an advertising service on mobile phones, called AdRingles, by the end of this year. With this service, each time a person calls an AdRingles customer, he will hear an ad or a movie dialogue instead of a ring tone until the called party answers the call.

While the ad is being played, the caller has the option of pressing ‘0’ on his mobile phone to hear the product or offer being advertised. This would be recognised and remembered by the system. Once the call ends, the system triggers an action such as delivery of the offer through an SMS giving information about the product. However, customers cannot buy the product via his handset.

Indiatimes is partnering with StratosHear Technologies to offer this service in India. Registration for the AdRingles service would most probably be free of cost. Globally, the mobile advertising market is worth $10 billion, according to Wireless World Forum. In India, the current mobile advertising market is worth Rs 25 crore and is expected to reach Rs 500 crore by 2011.

Dinesh Wadhawan, MD & CEO,, said, “AdRingles is based on the ring back tone medium which allows advertisers for lead generation, benefiting all stakeholders, including mobile operators, subscribers and advertisers.”

He clarified, “We will not force this service on consumers. The consumers can choose whether they want to opt for this service. We are talking to several leading operators and have received good response from them. We have received good response from brands too.”

“We will be using ads in English, Hindi and other Indian languages, depending on a consumer’s choice. We will not reveal the number of the consumer to the operator and maintain the privacy of the consumer,” Wadhawan added.

As per the revenue model, advertisers would pay Indiatimes, while the VAS player would share the revenue with the operator whose subscribers have registered for the service.

Wadhawan further said, “We will be ready with the Beta version in November 2008. We plan to take this service to South East Asia by 2010.”


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by